content marketing engagement

#ContentWritingChat Recap: How to Unlock the Power of Questions for Content Marketing Engagement with Susan Moeller

Do you pay attention to the questions your audience is asking you?

And if so, do you let those questions influence your content marketing strategy?

If not, you might change your tune after reading the recap of this week’s #ContentWritingChat!

#ContentWritingChat Recap: How to Unlock the Power of Questions for Content Marketing Engagement with Susan Moeller

Our guest host this week was Susan Moeller. Susan is the Senior Marketing Manager over at BuzzSumo. We’re big fans of BuzzSumo here at Express Writers, so we were thrilled to have her join us once again as a guest host!

Q1: How does asking questions play a role in your content marketing strategy?

To kick off the chat, we asked everyone to share how they incorporate questions from their audience into their overall content marketing strategy. Here’s what a few of them had to say:

At BuzzSumo, Susan feels their best content begins with a question to research. This allows you to really tailor your work to what your audience wants.

As Julia pointed out, questions are a great way to get real information from your audience and make connections. You can learn more about them through social media, email, and phone interviews.

Lexie knows that audience questions can help you decide what content you should be creating. That’s an essential step in shaping your online strategy.

When you know what your audience is asking, you can steer the conversation in a favorable direction.

Maria knows that it’s the perfect opportunity to tap into the mindset of your audience. You get to know them so much better and you can essentially speak their language with the content you write.

Q2: How can identifying audience questions make your content marketing better?

What is it about finding your audience’s questions that’ll help you product better content? Well, consider these responses from the chat:

Susan knows that the content you publish is useless if no one sees it. By creating content that addresses popular questions, you stand a better chance of it being discovered.

For Julia, it’s all about customization. Being able to tailor your content specifically to your audience is the best way to drive exponential results online.

Your audience’s questions are the foundation of your content marketing strategy.

When you know what your audience is asking, you can speak their language and create content that resonates. Use their wording in your messages to really appeal to them.

Gene knows that addressing your audience’s questions will help you create content that truly resonates. When you do this, you can better help them with whatever they need assistance with.

Q3: Once you identify audience questions, how do you use that information to create content they’ll love?

You have the questions. Now what? You need to create the content that solves the problems your audience is dealing with. Here’s how:

Susan’s advice is to focus on providing the best possible answer to that question with your content.

Lexie agrees with Susan’s response. She also said it’s important to make the content easy to navigate. When your website and content are user-friendly, people are more likely to stick around.

Knowing your audience’s questions also provides a tremendous opportunity for education.

Sarah gave some great advice about answering questions in a blog post or creating a FAQ page. You can also create ad campaigns and do so much more. It’s all about figuring out what works for you.

You can even tailor your content based on the stage a reader is at with their customer journey.

Whatever you do, don’t just rehash answers other people have already shared. Shelly said you should craft an answer that delivers more value.

Q4: How do you find your audience’s questions?

But how can you go about finding the questions your target audience is asking? Here are some tips to help you out:

Susan suggests using forums, blog comments, customer service inquiries, and surveys to locate your audience’s questions.

Don’t forget to check your analytics!

Andrea likes to refer to Quora to see what people are talking about.

Amanda said to check your inbox for emailed questions, look for comments on blog posts and social media, and maybe even send out a survey.

You can also set Google Alerts and do so many other things to keep track of your audience.

No matter what, never be afraid to just ask them. If you don’t know what your audience needs help with, reach out and ask.

As Sarah said, you can do a survey or poll. This is great for getting quick responses. You can also reach out in person, via a phone call, or through email.

Q5: Which platforms provide the best opportunity for you to engage with your audience?

If you want to chat with your audience, you need to determine the best platforms for doing so! These are the ones some of our chat participants rely on:

For Susan, the BuzzSumo blog and in-person events are the best opportunities to engage with her audience.

Refer to Facebook groups, Twitter ,or your email list. The opportunities are endless here!

Lori knows Twitter is a fantastic place for content marketing engagement, if only brands used it more effectively.

For the Launch Marketing team, LinkedIn and Twitter are the top platforms for engagement.

Just remember that it’s all about being where your audience is. Otherwise, your message will go unnoticed.

Kathryn suggests making the most of the platforms you’re most engaged on already.

Q6: How do you measure the effectiveness of content that answers questions?

How will you know if your content is really getting your desired results? This is what you should keep in mind:

Susan knows that it’s all about the goal you set for your content in the beginning.

Sarah agrees, as she knows goal setting is crucial. Having a goal in mind will allow you to craft content accordingly and track the right metrics.

Eddie’s formula is spot-on!

Ask yourself if the content delivered a clear and satisfying answer. That’s a great place to get started when measuring its effectiveness. Shelly also said to determine if it was memorable and whether or not it impacted buyer behavior.

If your content is getting plenty of organic traffic, you know you’re doing something right. The next step is getting those people to convert.

For Julia, it’s all about those conversations.

Lexie suggests checking out a heatmap to see how your audience is interacting with your content.

Q7: Do you rely on any tools to help you discover questions?

Tools can come in handy when you’re working to boost your content marketing engagement. These are some favorites among our chat participants:

It should come as no surprise that Susan relies on BuzzSumo! Being able to pull questions from Reddit, Quora, and Amazon is a game changer.

Even using the Google Analytics you’ve already installed can pay off big time.

Lexie loves using SEMrush’s Topic Research tool.

Julia’s go-to tools include BuzzSumo,, and Answer the Public.

Q8: Are there any brands that really shine when it comes to engaging with their audience by answering questions?

Which brands do a great job when it comes to content marketing engagement? You can learn a lot from these examples:

Some of Susan’s favorites include Razor Social, Content Marketing Institute, Tailwind, and our very own team here at Express Writers!

Buffer is certainly one team that really stands out from the crowd.

Andrea has a lot of brand favorites, including Kissmetrics, Buffer, Jeff Bullas, and Social Media Examiner.

For Julia, the Twitter chat hosts really stand out. Some of her favorites include Madalyn Sklar, CoSchedule, and Manage Flitter.

Are you ready to join us for #ContentWritingChat? We hang out on Twitter every Tuesday at 10 AM Central! Just follow @ExpWriters and @writingchat to stay updated.

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