What are your clients searching for late at night?

There is no such thing as a stupid question. Asking questions is brave. Sadly, few people ask as many questions as they do when they are 4-years-old. In fact, we’re trained not to.


When you’re sitting in class, you don’t want to be the one to raise your hand and ask a question which could be considered ‘stupid’. And teachers don’t have time to answer lots of questions. You don’t want the bell to ring and find you haven’t covered what you were supposed to teach that day.

A black and white photo of a student raising their hand in class, taken from the back of the room. Photo by Felicia Buitenwerf on Unsplash

The result is that as we get older, we ask fewer questions. (If you want to know more about this, there’s an excellent book called A More Beautiful Question by Warren Berger.)


But just because you might not ask questions doesn’t mean you don’t have them. And the same is true of your clients.


Today for example, I’ve googled questions about remortgaging, a holiday destination, oat milk, and which show a tune we’ve been humming comes from. If you’re a mortgage broker, a holiday company, a health food store, or market to fans of musicals, I could have landed on your site.


We type questions into Google (and other search engines) and they need to serve us with answers.


Not just any answers.


Good answers.


And that’s where you come in. You are an expert in your field. You know what you’re talking about and you can help people.

Content marketing brings clients with questions to your door

How do people find out about you without you spending hours at networking meetings or referrals from people who already know you (and hopefully what you do these days and who your ideal clients are)?


They come across your content, be it articles, videos, or a podcast.




They typed in a search query and you came up in the results.

Photo of someone sitting at a desk typing into Google on a laptop. Photo by Firmbee on Unsplash

The headline and the excerpt they saw on the search results page was good enough to convince them to click and see what you had to say about the topic they are interested in.


If they like what they see they will read, watch or listen to the end. They might share it for you on social media or another forum. You also have an opportunity to show them more ways you can help them with related content and your services.


So the next time you think, I don’t know what to write or talk about, think about what your clients might be asking.

Let me know in the comments, how did you come across this article? What were you looking for?

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Rachel Extance

Award-winning journalist and blogger. I help service-based business owners communicate who they are, what they do, and why. If you struggle to talk about yourself on your website or your content marketing, get in touch with me.

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Content Disclaimer

The information contained above is provided for information purposes only. The contents of this article are not intended to amount to advice and you should not rely on any of the contents of this article. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. The Story Cave Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.