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You might have heard about the concept of They Ask, You Answer (TAYA) and how it can help you get alignment between your sales and marketing team, increase sales close rates and shorten the sales cycle. Key to TAYA is the philosophy of writing three blog articles per week that answer our buyer’s most pressing questions. But, why do we need to write exactly three blog articles every week, why not two articles or five?
If you’ve ever wondered exactly how many blog articles you should be publishing ever week to drive the most amount of traffic, leads and sales, then this article will answer your question.
In this article, we’re going to cover:
What is TAYA?
They Ask You Answer (aka TAYA) is a practical framework and sales and marketing philosophy that assumes one simple truth: if your prospect or customer asks a question, you answer, and in doing so, you will become the most trusted voice in your space and will gain more business than you ever have before.
There are 10 concepts of TAYA however you need to at least do the following:
- Form a Revenue Team
- Ensure the sales team is using Assignment Selling and video
- Publish three blog articles every week
To learn more about TAYA, check out our Comprehensive Guide on TAYA.
How Writing Articles Helps Us Generate More Sales?
When we write articles, our sales team has the opportunity to utilise a sales technique known as Assignment Selling, which helps us generate more sales. In particular, Assignment Selling helps us increase our close rates and shorten the sales cycle.
With this approach, we assign “homework” to our prospects in the form of educational blog articles or videos. This helps ensure that they are fully educated on the topic before we move forward with a sales call.
Studies have shown that if a prospect views 30 pages or more of content, there is an 80% chance they will buy. However, if they view 30 pages or fewer, the chance of them making a purchase drops to 15-20%.
By using Assignment Selling, we can help prospects move closer to that magic number of 30 pages viewed. This in turn will lead to more sales and a shorter sales cycle. Marcus Sheridan first discovered this concept and implemented it with great success. After assigning 30 pages of content for prospects to read before each sales call, his closing rates went from 25-30% to over 80%.
“In 2021, we’ve gotten $475k in revenue from They Ask, You Answer content alone, and we’re on pace for 600k in 2022.”
Scott Merritt, Owner @Fire & Ice
If you’re looking for a way to improve your sales numbers, Assignment Selling is a great option to consider. Some content will be for search engines, most of your content should be good enough for sales to use. However, it only becomes possible when our marketing team has the rhythm of consistently producing articles every single week.
Why do we need to write three articles per week though?
Google Loves it
They Ask, You Answer as a formal business framework has been around for five years – having been tested by Marcus Sheridan and his pool company eight years before that. It has been implemented by thousands of businesses and the frequency has been tweaked during this time.
What has been discovered is that three articles per week is the cadence where Google really starts to take notice of your website as a subject authority in a field. One a week is average, two is slightly better, it’s really three articles that separates you from the pack and gives you enough content to arm the sales team, your website and email marketing.
Three articles per week, alongside strategy and consistency is better than paying an agency to do your SEO. By investing in a consistent blogging strategy, you can see a significant return in the form of increased traffic like a number of businesses who have successfully implemented TAYA.
After 90 days of producing three articles per week, you should start to dominate rankings for different keywords and your web traffic should increase dramatically. This is exactly what happened for Bill Ragan’s Roofing, who saw an enormous increase in web traffic from a few hundred visitors per month (when they first started TAYA in 2019) to over 125k visitors per month.
Three Blog articles Helps Us Generate Leads
Turns out 80% of the buying decision happens before a prospect even reaches out to you. This means buyers, just like you do, are researching their needs, problems and options themselves as much as they can.
Our job therefore becomes owning as much of that education journey via content as possible.
Creating articles helps to increase leads by providing potential customers with valuable information about your products or services and answering your buyer’s most pressing questions before and after they meet you. If you’re the source of truth and education on their journey, guess who they end up liking, trusting and buying from?
By writing three blog articles per week, you can ensure that your business is consistently answering top of mind questions that buyers have, allowing you to continue to capture the interest of new users. Leads will significantly increase over time as your website begins to generate more traffic for questions that customers are searching for every day.
Why You Shouldn’t Aim for More Than Three Articles Per Week
We’ve seen hundreds of companies and have discovered that writing three articles per week is the most consistently sustainable frequency
Keep in mind one key criteria to having this work is doing the content creation in-house. The idea of hiring a full-time content writer is still new for most businesses and they are hiring for this role for the first time. So, let’s for a moment breakdown common hours needed by your in-house content writer:
- 5 hours to write a really well researched piece of copy
- 1 hour to upload with formatting and images online
- 15 mins to repurpose to socials or other networks
- Additional time to create newsletters, copy for other web pages, scripts if you have them
- Copy of lead magnets/PDF downloads
- Revenue team meetings
It’s easy to see how in the space of a week, sustainably three articles is the best bet.
Will your writer be able to sometimes smash out 4 or 5? Sure, but it won’t be sustainable.
Then there’s also the quality to consider.
Having high quality articles that completely answer buyer questions is essential to our success with TAYA, however when we try to write more than three per week, we find that our quality diminishes. Three articles per week is the magic number for ensuring that your content is up to par.
Why You Shouldn’t Write Less Than 3 Articles Per Week
Creating one or two articles is just too few. You’ll get results but not at a pace you’ll be happy with. And especially in competitive industries, it doesn’t quite separate you enough from the competition in Google’s eyes.
Think about it this way: the difference between two and three articles per week is around 50 additional articles on your website over the course of a year. This is quite significant, and can be the difference between significantly increased traffic, leads and sales.
When this is going to impact your revenue quite significantly, why would you write and publish less than three articles per week?
In other words, considerable time is needed to actually publish an article in line with the principles of TAYA, and we found that three articles is the sweet spot. So, if you want to make sure you have enough quality content on your website to attract traffic, leads and sales, aim for 3 new articles per week?
So, what’s next?
Now that you know how many articles you need to publish per week for TAYA to be effective, you might want to get familiar with the below resources:
Want to learn more about how a TAYA Partner can help you? Jump on a call with one of our experts.
