In 2014, out of all of the searches on Google, how was the #1 term used by search engine users. Every product or service sold across the Internet answers a How. The question is whether or not you're the destination for the information they're seeking.
If you're a sports drink, the how might be how to deal with cramps, or how to prepare your body for a hard workout. If you're an analytics company, the how might be how to accurately analyze data to provide return on investment data for your campaigns. If you're an infographic designer, how might be how to select provider or how to effectively promote an infographic.
Some companies don't speak about how because they're concerned about putting their trade secrets online. It's a double-edged sword that I personally believe you're only hurting yourself with. If you're not disclosing how, your competitors have the opportunity to. Being able to fully evaluate how they solve the problem provides them with a competitive advantage.
And in this day and age, if you don't believe people researching their next purchase can't find how you do it, you're delirious. I'd much rather write about how we correct problems and solve issues for our clients than have our competitors position our offerings incorrectly. That's exactly what we've seen happen in our industry.
So, as you're planning out your 2015 content for your company, there are tons of how questions you could be answering online.
- How to select a vendor (and why you're better).
- How to justify the expense (and perhaps how you're more affordable).
- How to evaluate the solution (and how your solution matches up).
- How to fix the problem (without and with your solution to understand the difference you make).
- How the industry is changing (and you're staying on top).
- How external factors (economy, talent, technology) impact the solution.
- How you're qualified to respond (certifications, regulations, infrastructure).
- How many resources it requires (and how you reduce that).
- How much does it cost (and how you price effectively).
The greatest thing about answering how questions is that you're able to effectively position your company, your product or your service to help in the solution. Sure, if you're answering how to install a hardwood floor, someone might decide to do it their self. But an effective how to article would go into great detail to provide why it's a better idea to get a professional.
DIYs weren't going to use your service anyways, you're after the person that's researching how difficult it is.