Here's the honest truth: most companies are creating content they think their audience wants instead of content that actually answers the questions humans are already asking. It's a backwards approach, and it's costing you leads.
What Is They Ask You Answer?
They Ask You Answer is a philosophy that flips traditional content creation on its head. Instead of publishing content from a guess about what your audience might like, you listen to the actual questions your prospects and customers are asking. Then you provide them with honest, straightforward, unbiased answers.
This approach is about transparency, building trust, and positioning yourself as the go-to expert in your field. It's been battle-tested and proven to work across industries, from pool installation to B2B services.
How This Started: A Real Story
Back in 2014, I got a phone call from Marcus Sheridan, the creator behind this framework. At the time, he was running workshops on content strategy while I was teaching folks about HubSpot, measurement, and inbound methodology. We started working together, combining They Ask You Answer with HubSpot tactics and strategies.
The results we saw with our clients were undeniable. It worked then, and it's proven now. That's why we're still teaching it.
The Real World Example: Pool Installation
Let's say you run a pool installation company (this is actually where They Ask You Answer was born, with River Pools and Spa). A potential customer visits your website wondering: "How much does a fiberglass pool cost?"
The old approach? You dodge the question or give a vague answer. The They Ask You Answer approach? You create content that directly addresses this concern. You write a blog article or shoot a video that explains the costs involved, the factors that affect pricing, and how it compares to other pool types.
By doing this, you're not just providing value. You're earning trust and positioning yourself as someone who actually cares about answering real questions instead of just making a sale.
Why This Works for Inbound Marketing
Inbound marketing is about attracting humans through valuable content, not interrupting them with ads. They Ask You Answer is the perfect methodology because it addresses the exact questions your audience is already searching for online.
When you answer their biggest questions and pain points, three things happen:
- You attract qualified leads who are actively seeking solutions
- You build authority and trust in your industry
- You create content that ranks better in search engines
How to Get Started Today
Ready to implement They Ask You Answer? Here's your action plan:
- Listen to your sales and customer service teams. What questions do prospects and customers ask most often?
- Check your support tickets, chat logs, and email. Real questions are sitting right there.
- Look at search data. What are humans typing into Google related to your business?
- Create content around each major question. One question equals one piece of content.
- Answer honestly and comprehensively. Don't hide the hard stuff. Address objections head-on.
- Distribute strategically. Blog articles, videos, webinars, whitepapers - use formats your audience prefers.
- Measure and optimize. Track which answers drive the most engagement and leads.
The Bottom Line
You don't need to guess what your audience wants anymore. They're telling you. They're asking their questions on your sales calls, in your support tickets, and in search engines every single day. They Ask You Answer is simply about listening and responding with honesty and expertise.
When you commit to answering the questions humans are actually asking, you stop competing on features and price. You compete on trust. And that's a game you can actually win.
