WEBVTT

00:00:00.754 --> 00:00:02.930
What should your company write about?

00:00:02.930 --> 00:00:04.140
Not your news.

00:00:04.140 --> 00:00:06.470
Write about your buyers' questions.

00:00:07.252 --> 00:00:09.840
Google says its ranking
systems are designed

00:00:09.840 --> 00:00:11.250
to prioritize helpful,

00:00:11.250 --> 00:00:14.230
reliable information
created to benefit people,

00:00:14.230 --> 00:00:17.000
not content made to manipulate rankings.

00:00:18.070 --> 00:00:20.630
The best topics come from your sales team.

00:00:20.630 --> 00:00:21.850
How does it work?

00:00:21.850 --> 00:00:23.530
Is it cleared for my use?

00:00:23.530 --> 00:00:25.110
What does it cost to run?

00:00:25.110 --> 00:00:26.680
Who else uses it?

00:00:27.220 --> 00:00:30.040
Answer one question per page, plainly,

00:00:30.040 --> 00:00:32.200
with a date and a named expert.

00:00:32.200 --> 00:00:36.070
That page keeps working long
after a social post is gone.

00:00:36.850 --> 00:00:38.500
Start with three things.

00:00:38.790 --> 00:00:42.680
One: ask sales for the ten
questions they hear most.

00:00:42.990 --> 00:00:45.520
Two: answer one each week.

00:00:45.570 --> 00:00:49.400
Three: link every answer
to the right product page.

00:00:50.160 --> 00:00:53.090
Answer the questions buyers already ask.