The easiest content you're not creating

Every sales call, every demo, every customer conversation, people are asking you questions. This is where the content is for LinkedIn, Newsletter/blogs, videos, you name it!

So today, I'm going to show you why answering customer questions publicly is the easiest and most valuable content you can create, and a system for doing it.

Let's dig in.

When one farmer asks "How long does implementation actually take?" that's not just one person wondering. That's 50 other farmers thinking the same thing but not asking.

When you answer privately, you help one person. When you answer publicly, you help everyone who has that question but hasn't reached out yet.

Another benefit of this is that answering questions publicly builds trust in a way product marketing never can.

Because you're not hiding anything. You're not dodging the hard questions. You're addressing concerns head-on, in public, where everyone can see.

Plus, this is the easiest content you'll ever create. You already know the answer. You've explained it a dozen times. You just need to write it down once and make it public.

And it's the most valuable content because it's what people actually want to know. Not what you think they should know. What they're actively asking about.

Most companies know they should do this. They just don't have a process for capturing and creating content from questions.

Here's the system:

Step 1: Collect questions after every conversation

After every customer call, demo, or conversation, open a document or a journal and write down the question they asked. Don't filter. Don't decide if it's "good enough" for content. Just capture it.

The best questions usually come at the end of the meeting when people feel comfortable enough to ask what they're really worried about.

Step 2: Categorize by theme

Once a week, review your questions and group them by theme. Most questions will fall into a few buckets: pricing, implementation, technical capabilities, ROI, competition, support, compatibility, among others.

When you categorize, you start to see patterns. Three farmers asked about equipment compatibility this week. Two asked about what happens if the technology fails mid-season.

Step 3: Prioritize by frequency

Which questions come up most often? Those are your highest-priority content pieces.

If five prospects asked about implementation timelines in the last month, that's a content gap you need to fill immediately.

Step 4: Answer each question in content

Pick one question and turn it into a post, newsletter, or video. Use the framework I'll give you in a minute to structure the answer.

Don't overthink it. Just answer the question clearly and completely.

Step 5: Share it with the person who asked, then post publicly

Here's the move most of us miss, send the content directly to the person who originally asked the question. "Hey, you asked about implementation timelines last week. I wrote this breaking it down. Hope it helps."

Then post it publicly so it helps everyone else with the same question.

There's a specific way to answer questions that builds trust and provides value.

Here's the structure:

Start by stating the question directly. Don't bury it. Put it in the headline or first line. "How long does implementation actually take?" Make it clear what you're addressing.

Acknowledge why people ask it. Show you understand the concern behind the question. "I get why this matters. You're planning your season and need to know if this will disrupt planting or harvest."

Give a straight answer. No dodging. No corporate speak. Answer the question honestly. "For most operations, implementation takes 3-4 weeks from kickoff to go-live."

Provide context or an example. Help them understand what that answer means in practice. "Here's what those 3-4 weeks look like: Week 1 is equipment setup and calibration. Week 2 is training your team. Week 3-4 is running parallel with your existing process to build confidence."

Invite follow-up questions. End with an opening for more conversation. "Every operation is different. What's your biggest concern about implementation timing?"

This structure works because it's honest, specific, and helpful. You're not selling. You're genuinely answering.

Let me show you what this looks like with some common ones.

"How long does implementation actually take?"

Turn this into a post breaking down the timeline week by week. Show what happens in week 1, week 2, week 3. Address the variables that might make it faster or slower. If you can, give a real example of a farm that went through it.

"Will this work with my existing equipment?"

Turn this into a post about compatibility and integration. List the equipment you integrate with. Explain what happens if they have something you don't integrate with yet. Show how the setup process works.

"What happens if the technology fails mid-season?"

Turn this into a post about support, backups, and guarantees. Explain your uptime track record. Walk through what happens if something goes wrong. Show how fast your support team responds.

"How do I justify the cost to my partner or co-owner?"

Turn this into a post about ROI calculations and payback periods. Give them the framework for calculating return. If you can, show numbers from existing customers. Help them make the case internally.

These questions come up because farmers have real concerns. Answering them publicly shows you understand those concerns and aren't afraid to address them.

I think the reason most of us don't answer questions publicly is fear.

Fear that competitors will see our answers. Fear that we’ll say the wrong thing. Fear that being transparent or timelines will hurt us.

But a beautiful thing happens when you answer questions publicly

People trust you more because you're not hiding anything. Sales cycles tend to get shorter because objections are addressed before the first call. Your sales team spends less time answering the same questions over and over.

And yes, competitors might see your answers. But prospects see them too. And they'll choose the company that's being transparent over the one that's being vague.

After your next customer conversation, write down the questions they asked.

Pick the one that felt most important to them. The one they asked twice or came back to at the end of the meeting.

Answer that question online using the framework: state the question, acknowledge why they're asking, give a straight answer, provide context, and invite follow-up.

Send it to them first. Then post it.

Do this once a week. In three months, you'll have a library of content that answers some of the major question prospects have. And your sales team will probably thank you

That’s all for today, see you next Sunday!

P.S. If you need help creating content, hit reply and let me know!