I still think answering the most pressing questions on your website is a great idea for small (yet busy) companies to create valuable content. I’ve talked about this before and there’s a great book about it too!
More people are consciously putting out content in the name of content marketing. Right now, I believe that’s a bad idea because the focus is on the potential audience that’s defined but not as focused as the minimum viable audience (MVA).
The MVA changes the equation for content creators. Instead of focusing on creating value for a wider audience, you build content around the bunch of people whom you truly want to serve. And you know these folks have questions that you would love to answer! How useful do you think it’ll be to have all these questions and answers upload to a central place on your website? You know they’re going to read it because you’ve hit the nerve (so to speak) which helps you build greater trust with your customers.
Yes, it isn’t sexy. You’re not investing a lot of time in your content marketing strategy. But I think as a small business, you’re better off focusing on serving your customers than waste time developing and implementing a content strategy that requires a lot of time and effort.
Let’s keep the main thing, the main thing.