Marcus Sheridan, is a world-class speaker, thought leader, and author of ‘They Ask, You Answer‘ – he has this to say about me:
“If you’re serious about making They Ask, You Answer work, you need to talk to Mark. He has a rare ability to strip away the fluff and show businesses exactly what they need to do – step by step – to build trust, drive growth, and get results. Whether he’s on stage or working hands-on with teams, Mark doesn’t just teach this stuff, he makes it happen. And trust me my friends, that’s exactly what businesses need today, real action, not just more talk.”
They Ask, You Answer (TAYA) is game-changing…
…but only when implemented properly.
You’ve read the book. You’ve seen Marcus speak. You know it could transform your business. But who has the time to figure it all out?
That’s where I come in.
I offer a premium, 100% done-for-you Knowledge Centre service that ensures TAYA and the Big 5 are implemented properly – without stealing time from you or your team.
— Nigel Botterill, Founder of Entreprenuers’ Circle :
“Mark’s the real deal, and when it comes to getting your Knowledge Centre sorted properly, there’s no one better…”
You don’t need to read every question below. Just scan the table of contents to quickly find the answers that matter most to you. Your specific question is likely covered.
“What exactly do you do, Mark? And how will this help my business?”
I’m a They Ask, You Answer specialist who builds premium Knowledge Centres for established businesses. While I primarily serve businesses generating £1M-£50M in revenue, I also work with passionate smaller businesses who are truly committed to educating their buyers. Why? Because when implemented properly, this approach transforms businesses of any size.
As one of the few UK experts personally trained by Marcus Sheridan, I provide completely done-for-you implementation that changes how you attract and convert high-value buyers.
Think of me as your “Knowledge Centre architect” – I design and build the system, you reap the benefits.
No micromanagement needed.
Here’s what a properly implemented Knowledge Centre does for your business:
Systematically generates high-value leads while you sleep (no constant content creation needed)
Shortens your sales cycle because buyers arrive better educated and ready to buy
Reduces operational friction by answering questions once, brilliantly, forever
Positions you as the clear authority in your market (while your competitors keep hiding from tough questions)
Makes selling easier by building trust before prospects even speak to you
Unlike marketing agencies who dabble in everything, I do one thing – implement They Ask, You Answer properly.
While others churn out generic content or AI-generated fluff, I build strategic assets that drive real business results.
“Who are you, Mark? And why should I trust you with this?”
If you’re in the Entrepreneurs’ Circle community, you probably know me.
I’ve been deeply embedded in the EC world for 11 years – as an EC Coach, member since 2012, and Leamington Spa Ambassador. But more importantly, I’m the person Nigel and successful EC members trust when it comes to implementing They Ask, You Answer properly.
My relationship with They Ask, You Answer runs deep. In fact, I was implementing these principles before Marcus even published his book. Back in 2013, I built a Knowledge Centre that generated £500,000 in annual sales for a single client. When that business was acquired, the new owners immediately rehired me – that’s how valuable the Knowledge Centre was to their success.
But here’s what really matters.
I’m not just another marketing provider. I’m a strategic partner for business owners who want this done right, without the hassle. My role is to:
Transform your expertise into a systematic lead-generation asset
Reduce your sales cycle by making buyers better educated before they contact you
Free up your team’s time by answering questions once, brilliantly, forever
Position yourself as the clear authority in your market
Make selling easier by building trust before prospects even speak to you
I only work with 4 businesses per month to maintain premium service quality.
This means every client gets my focused attention and expertise.
Whether you’re a growing business or an established market leader, if you’re serious about becoming the most trusted voice in your industry, I’ll help you build a Knowledge Centre that systematically generates leads and shortens your sales cycle.
“What is a ‘They Ask, You Answer’ Knowledge Centre?”
A They Ask, You Answer Knowledge Centre is a dedicated section of your website that serves as a hub for educational content about your industry, products, and services.
It’s based on Marcus Sheridan’s “They Ask, You Answer” framework, which focuses on addressing your potential customers’ most pressing questions and concerns through transparent, helpful content.
Unlike a regular blog, a knowledge centre is strategically organised around the key topics that drive buying decisions in your industry, making it easier for potential customers to find the information they need.
A dedicated section of your website filled with in-depth articles and videos
Answers your buyers’ most pressing questions, concerns, and problems
Builds unprecedented trust, making selling quicker and easier when clients contact you
When used proactively in your sales process, the ROI is immediate
Establishes you as the go-to expert in your field
Boosts traffic, improves lead quality, makes the selling easier and you’ll win more customers.
More comprehensive than a blog or FAQ page – each topic is a detailed 1000-1500 word article and usually 80% of the article looks at what’s happening in the industry and 20% is where/how you fit in.
Effective for all business types: B2C, B2B, products, services, and companies of any size
“Is this Knowledge Centre service right for my business?”
Look, I’ll be direct – I’m selective about who I work with, and for good reason. I only take on 4 businesses each month because I believe in doing this properly. No shortcuts, no half measures.
This service is perfect for established businesses who:
Generate £1M-£50M annually with 10+ employees
Want someone they can trust to handle They Ask, You Answer implementation properly
Value their time over money and just want it done right
Are serious about becoming the most trusted voice in their market
See this as a strategic investment, not just another marketing expense
Here’s the thing, though – I also work with passionate smaller businesses who are genuinely committed to educating their buyers. Why? Because I’ve seen firsthand how transformative this approach can be for any size business when it’s done properly.
In fact, one of my first clients was still a microbusiness when they generated £500,000 in annual sales directly from their Knowledge Centre. That’s not an outlier – I have several successful solopreneur and micro-business clients. But their success comes from their commitment to consistently creating high-quality content after we launch.
However, let me be crystal clear about who this isn’t for:
This service won’t be a good fit if you:
Just want cheap content marketing
Think you’ll test the waters and see how it goes
Expect overnight success without proper investment
Want to micromanage every detail
The principles of They Ask, You Answer work for any business willing to properly commit to them. But my done-for-you service? That’s specifically designed for businesses ready for premium implementation – whether you’re an ambitious smaller business or an established market leader.
What matters isn’t your current size – it’s your commitment to becoming the trusted authority in your space.
If that’s you, let’s talk about how a Knowledge Centre can systematically generate leads for your business. I’ve studied numerous businesses that started their Knowledge Centre when they were still microbusinesses, proving that with dedication and the right approach, this strategy can help you scale significantly.
My done-for-you service is crafted for businesses ready to invest in premium implementation that delivers results.
“What does Nigel Botterill say about Knowledge Centres and working with me?”
If you’re in the Entrepreneurs’ Circle world, you’ve probably seen Marcus Sheridan speak on stage about They Ask, You Answer. But have you noticed how Nigel (EC Founder) keeps emphasising one specific word when he talks about Knowledge Centres?
That word is “properly.”
Here’s what Nigel says about me: “Mark’s the real deal and when it comes to getting your Knowledge Centre sorted properly, there’s no one better…”
You see, Nigel’s watched countless businesses attempt the DIY approach to They Ask, You Answer. He’s seen what works and what doesn’t. And he’s crystal clear about what drives real results:
“Passionately educate your marketplace. High-value customers love video and articles that do that. So the whole They Ask, You Answer, the whole Knowledge Centre piece properly done, that’s a key part of it, is hugely helpful.”
Notice that word again – “properly.” Nigel keeps coming back to it because he’s seen the stark difference between Knowledge Centres that work and those that don’t.
What’s really interesting is what Nigel says about online competition. He points out that these days, it’s incredibly easy for competitors to copy what you do online. Your best sales page? Someone can replicate it in hours. Your marketing campaign? They can mirror it in days.
But then Nigel notes something fascinating about properly constructed Knowledge Centres:
“The exception is properly constructed They Ask, You Answer content. Bizarrely, no one seems to even want to copy it, even though they could. But you write that well and construct your Knowledge Centre in the right way, then that adds massive kind of weight and credibility.”
Think about that for a moment.
In a world where everything online can be copied, a properly constructed Knowledge Centre stands apart. It’s not that competitors can’t copy it – they absolutely could. But when it’s done right, it creates such a powerful position of authority that competitors don’t even try to replicate it.
This and many other reasons is why Nigel has suggested EC members to work with me. Here’s exactly what he said recently:
“Mark Reynolds who many of you will know an EC Legend of many years and Mark is ‘The Knowledge Centre Guy’. Mark’s business is creating Knowledge Centres for people. He’s been trained by Marcus Sheridan and many of you have been to the conventions in previous years when Marcus has been here, and you’ve left the EC Conventions determined to get your Knowledge Centre in place and working properly, and you’ve done ‘F*** all’ about it and so Mark will help do a 100% done-for-you Knowledge Centre on your website, all fully compliant as Marcus Sheridan would do, so you’ve got to go see Mark about that.”
Let’s be honest – there’s a world of difference between having a Knowledge Centre and having one that’s properly constructed. I’ve seen too many businesses either never get started or create something that fails to drive real results.
That’s exactly why I created this done-for-you service – to ensure you get it done properly the first time, exactly as Marcus Sheridan would expect.
“What do others say about working with you?”
I created Angela Cox’s Paseda360 Knowledge Centre – Angela was the 2024 National Entrepreneur Awards’ Most Inspiring Business Person – for her coach training company”.”
Here are three of the 20 articles I wrote for her:
“A massive HIGH TEN for Mark Reynolds. I’ve been in Nige’s Inner Circle group with Mark. I love him and his story, so deciding to work with him on Paseda360’s Knowledge Centre was a no-brainer.
I work with lots of partners to help me on … different aspects of the business and have to say, Mark shines very brightly.
We have just finished the discovery phase to get to our 20 questions. The process has been thorough, well structured, thought provoking and fun. (Including creating AI Angela this week).
He really cares about getting everything right and I feel he goes beyond the extra mile. You’ve probably seen Mark in the circular and at the Implementer, and he’ll have a stand at the convention. If you’ve been thinking about a knowledge centre, and you want it done properly, give him a call.”
AND
“I can’t wait to rave about your service. I’ve been blown away by the work you have put into our knowledge centre so far. I can’t wait till we launch it later this year.”
And what did Angela say about her new Knowledge Centre after we launched?
“Our Knowledge Hub is alive and kicking.. We engaged with Mark Reynolds, The Knowledge Centre Guy to build our Knowledge Hub. The first 20 articles are now LIVE, complete with ‘AI Angela’ presenting a video version of each one. Mark has done an incredible job with this. If you’ve been wondering what yours might be like.. take a look. We are looking forward to continuing our Knowledge Hub journey through 2025.”
Angela even asked me to be one of her official speakers at her Future of Coaching Conference:
“Mark Reynolds nailed it on stage at our conference last week. A super informative session about They Ask, You Answer. He really is the ultimate expert. If you’ve got a podcast, get him on!”
“But what’s the actual business impact of a new Knowledge Centre?”
Beyond testimonials, here’s what this means for your business:
Scalable Growth
Knowledge captured and systemised
Easier team training and onboarding
Consistent messaging across all channels
Reduced reliance on key personnel
Sales Efficiency
30-50% shorter sales cycles
Better qualified leads
Reduced time spent on repetitive questions
More informed buyers
Market Position
Clear authority establishment
Systematic trust-building
Competitive differentiation
Long-term asset development
Think of this as building a strategic asset that:
Makes your expertise scalable
Reduces operational friction
Generates leads while you sleep
Keeps working long after implementation
Remember Bristol Bifold’s Knowledge Centre that generated £500,000 in annual sales? When they were acquired, the new owners immediately rehired me because they saw the value of having this systematic approach to generating leads and educating buyers.
This isn’t about creating content – it’s about building a system that makes your business more valuable, more scalable, and more efficient.
All while demanding minimal time from you and your team.
“Can you share some real results from businesses like mine?”
Let me start with real results from a business I helped directly.
For Bristol Bifold, a single Knowledge Centre transformed their business:
Generated £500,000 in additional annual revenue
Reduced sales cycle time by 40% as buyers came pre-educated
So valuable that when they were acquired, the new owners immediately rehired me
One article ranked #1 on Google nationally for “best bifold doors” for years
Here’s something interesting – does your business need to be exactly like Bristol Bifold to see results?
Think about it.
Whether you’re selling manufacturing equipment, professional services, property development, home improvements, software solutions, or specialist consulting, the one thing that drives every buying decision is trust.
Every buyer, regardless of industry, wants to feel confident they’re making the right choice.
Let me share some other inspiring They Ask, You Answer success stories from businesses across the world, not clients of mine.
Barlow Blinds (UK) achieved remarkable results:
One Knowledge Centre article brought in a single customer worth over £1 million
Sales team spent 50% less time answering repetitive questions
Increased average deal size by 35% through better-educated buyers
Transformed from local supplier to industry authority
Yale Appliance (a household appliance retailer like Currys) saw:
2,086% increase in web traffic
2,916% increase in leads
Growth to $117M in revenue from a single retail store
West Roofing Systems (commercial roofing contractor) achieved:
5,252% increase in web traffic
4,046% increase in first-page Google rankings
$14M+ increase in revenue
Fire & Ice (residential heating and air conditioning company) generates:
$1M in revenue purely from organic search traffic
150,000 organic website visitors monthly
RoofCrafters (residential roofing company) saw:
400% increase in inbound leads
700% increase in inbound revenue
$270,000 in monthly revenue just from organic leads
And yes, you might have heard about Marcus Sheridan’s famous $35 million swimming pool pricing article. But I’ll be direct – that took years of commitment to get there. What matters is building a systematic way to earn trust in your market, starting now.
The real question isn’t whether other businesses are like yours. It’s whether you’re ready to become the most trusted voice in your industry.
“What’s the investment and implementation process?”
Having discussed your business goals in our conversation, you know this isn’t just another marketing expense – it’s a strategic investment in your company’s growth and market position.
Companies who implement the They Ask, You Answer framework typically see ROI within 12-18 months through:
30% reduction in sales cycle time
3x increase in qualified inbound leads
50% reduction in repetitive customer inquiries
£250K+ addition to bottom line
Dramatically improved team efficiency
Both packages below include a comprehensive discovery process, strategic planning, and expert implementation, transforming your expertise into a powerful lead-generating system without stealing precious time from your busy schedule.
During the discovery phase, I’ll extract the knowledge that’s in your head to transform it into trust-building content, allowing you to focus on running your business while I handle the heavy lifting of creating your Knowledge Centre from start to finish.
Payment plans are available to spread the cost.
I’ve structured my pricing to deliver maximum value while remaining accessible to small and medium-sized businesses:
I offer two investment levels, both designed for established businesses serious about market dominance:
1. “STRATEGIC FOUNDATION” PACKAGE
This package creates your cornerstone Knowledge Centre asset, including:
Completely Done-for-You Knowledge Centre custom-designed for your website
20 high-impact strategic articles (1000-1500 words each)
Investment: £3,995 +VAT (one-time) or 3 monthly investments of £900 +VAT after initial commitment of £1,495 +VAT
2. “MARKET AUTHORITY ACCELERATOR” PACKAGE
Everything in the Strategic Foundation, plus our premium video authority package:
Custom Digital AI Avatar creation
20 professional AI-powered video presentations (3-5 min summary of each article)
Full video publishing, implementation and optimisation
Enhanced trust-building and engagement
Multi-channel content assets
Investment: £5,495 +VAT (one-time) or 3 monthly investments of £1,300 +VAT after initial commitment of £1,840 +VAT
As discussed, I only work with 4 businesses per month to maintain premium service quality. Once you’ve decided which package best serves your goals, we can secure your place in the implementation schedule with the initial investment.
Remember, this isn’t just about content creation – it’s about building a strategic asset that systematically generates leads, shortens sales cycles, and positions you as the clear authority in your market.
Which package do you feel would best support your business objectives?
“What are AI videos in the MARKET AUTHORITY ACCELERATOR Package, how are they made… and what(!?!) is an AI video avatar?”
The MARKET AUTHORITY ACCELERATOR Package includes 20x AI-generated videos, one for each article in the Knowledge Centre. These videos are created using an AI avatar – essentially a digital version of a real person (the business owner or main salesperson).
To create the avatar, my videographer will come out to you to record about 5 minutes of high-quality video footage of yourself talking to the camera – we’ll probably be with you for 2 hours, including set-up, preparation time for you, and take down time. A special piece of software will then use the footage to generate a lifelike AI version of you that can be made to communicate with your audience about your products/services and business.
The AI avatar videos are placed at the top of each article, summarising the content in about 5 minutes. This gives website visitors another way to consume the information besides just reading.
The visual quality of these avatars is pretty impressive – about 90% realistic, but many won’t even notice it’s not real. The voice is a bit less perfect, maybe 75-80% accurate to the real person. But for most visitors who don’t know you, it’s convincing enough. And this technology is improving all the time. It’s powerful stuff.
The great thing is that once you have your avatar created, you can easily make new videos by just inputting text for it to “speak”. It’s a scalable way to add video content without having to film yourself constantly.
This as cutting-edge tech that can help businesses stand out and earn trust by putting a face to the company. It’s meant to humanise the business in a way competitors may not be doing yet.
“How much does the AI avatar video service cost?”
At the time of writing, the AI avatar tech costs about $24 per month, which you’ll pay directly to the provider. Prices do change. You can pause it after we’re done, but why would you? This is about long-term engagement and ROI. Sure, subscriptions can feel like a lot, but if they’re delivering results, they’re worth it.
Remember, this is just one piece of the They Ask, You Answer puzzle – it’s about building strong foundations to transform your business.
“How realistic are the AI avatar videos?”
As mentioned, they’re pretty mind-blowing – about 90% as realistic as live video. The visuals are spot-on, and the voice is about 75-80% accurate.
Most people won’t notice unless they know you really well. We’ve got options to boost voice quality if you want, including a premium service for about $22 a month that can really nail your voice, though it needs more audio input from you.
“Do clients need to handle any filming or production?”
Nope, we’ve got you covered. As part of the done-for-you service, we’ll send a pro videographer to film your initial clip. You might need to travel to the location, but we handle all the production. It’s all about creating a high-quality base video to generate your AI avatar clips.
“Will the AI-generated videos all look the same?”
Not exactly. While they’ll have a consistent look, each video will be unique. The words, mouth movements, and expressions will vary. You’ll see different hand gestures and subtle changes like head tilts. So, they’ll feel familiar but not identical – your viewers will see them as distinct videos.
“How far do you travel when coming to film me for my AI Video Digital Twin?”
We’re based in Leamington Spa, near Birmingham, and travel costs are included in the project for locations up to 2.5 hours from us.
For locations beyond this, we may need to add travel costs and, if the distance is too great for a same-day round trip, accommodation costs as well.
Examples of areas where additional travel costs may apply include: 📍 North of Leeds 📍 West Coast of Wales, Pembrokeshire & Cornwall 📍 East Coast
That said, we’re more than happy to travel to you and ensure you get an amazing AI Video Digital Twin—wherever you’re based! Just let us know your location, and we’ll work out the best plan.
“Is this service right for my business?”
I’ll be direct – this service isn’t for everyone.
I work exclusively with established businesses generating £1M-£50M in revenue who are serious about market dominance.
These are typically business owners who:
Value their time over money and want things done right the first time
Have read They Ask, You Answer and seen Marcus speak (probably at EC)
Know what needs to be done but lack the time or expertise to execute properly
Want a trusted partner to handle implementation, not another vendor to manage
I only take on 4 new businesses each month to maintain the premium quality each client deserves. This isn’t artificial scarcity – it’s about ensuring every Knowledge Centre gets the focused attention needed to drive real results.
Before we begin working together, we’ll have already had an initial conversation to ensure mutual fit. This isn’t about qualifying you – it’s about making sure I can deliver significant value for your business. I only want to work with businesses where I’m confident I can generate substantial ROI.
If you’ve read this far and we’ve had our conversation, you likely already know whether this is right for you. The question isn’t whether to implement They Ask, You Answer – it’s whether you want it done properly, by someone who understands your level of business.
Aside from They Ask, You Answer, I’ve been in digital marketing for over 25 years, helping small businesses attract customers online. My own business is 15 years old now, and I’ve been in the SEO and Google Ads game since 2005, so I’ve seen a lot come and go.
What hasn’t changed is the need for businesses to provide real value. That’s what They Ask, You Answer is all about.
When I build your Knowledge Centre, it’s not just about filling up pages with content. It’s about creating something that engages, educates, and makes the sales conversation easier. By the time a potential customer speaks to you, they’ll already feel confident in your offering. With my They Ask, You Answer experience and technical know-how, your Knowledge Centre will turn visitors into leads and give you the best shot at doing well on search engines.
The best part?
We can usually get your Knowledge Centre live in 8-12 weeks.
In just a few months, you’ll be well on your They Ask, You Answer journey.
And because I only take on four new clients a month, you’ll get the focus and attention you deserve. When we work together, you’ll be getting everything I’ve learned since 2013 to help your business thrive- exactly as Marcus Sheridan would expect.
“I’m really busy. What does implementation actually look like?”
Let me be clear about the time investment required from you:
One 2-hour initial discovery session
Two 90-minute content discovery sessions
About 2-4 hours total for content review
That’s it.
I’ve designed this process specifically for business owners who don’t have time to become content experts or manage complex projects. You’ve got a business to run – my job is to handle everything else.
Here’s what happens over our 8-12 week journey:
Weeks 1-2: Strategic Foundation
Discovery sessions to understand your business objectives
Content strategy development
Knowledge Centre structure design
No daily input needed from you
Weeks 3-8: Implementation Phase
Creation of all content assets
Weekly progress updates (5 mins)
Brief review sessions at key milestones
Everything is handled by me
Weeks 9-12: Launch & Integration
Full implementation on your website
Written success guides so you know how to continue
Team training if needed (not included in project)
Sales process integration (not included in project)
ROI tracking setup (not included in project)
“How do I get more sales once the Knowledge Centre and first articles are live?”
First off, this project gives you a powerful start to embracing They Ask, You Answer properly.
I created this service because I’ve seen so many businesses fall into the same traps. They love TAYA—they’ve read Marcus Sheridan’s book, seen him speak, and believe in the concept—but they simply haven’t implemented it. Some tried DIY approaches with no results years later. Others had initial success but faltered because they didn’t follow through properly.
The reality today? Most businesses aren’t creating the right content, or worse, they’re not creating any at all. Many are just copying and pasting shallow, generic ChatGPT articles that don’t actually answer buyer questions in depth. To stand out, you need to go beyond what everyone else is doing.
So how do you turn your Knowledge Centre into actual sales?
✅ Take ownership—what happens next is entirely up to you. Stop publishing and you’ll lose momentum. Fully embrace this and it can transform your business.
There are countless case studies of companies that committed to TAYA and saw their marketing, sales and revenue completely transformed. The difference? They made it part of how they do business, not just a one-off project.
✅ Use your Knowledge Centre as a sales tool. Don’t just rely on Google traffic. Share articles before sales calls, in follow-ups and on LinkedIn. When prospects ask questions, send them your trusted, high-quality content instead of just answering on the spot. This builds serious credibility.
✅ Train your sales team properly. Many still sell the old way. Teach your sales team (a sales team can be 1 to many) to use the Knowledge Centre as a trust-building resource. The best TAYA salespeople aren’t just closers—they’re teachers.
✅ Publish consistently. Winners with TAYA commit long-term. It’s not about publishing 5 articles then stopping – it’s about becoming the #1 educational resource in your industry.
✅ Answer the right questions. Is your content addressing the real fears, concerns and objections of your buyers? If you’re unsure, go deeper. Talk to your sales team about what buyers are REALLY asking.
✅ Go beyond written content. Add videos, case studies and pricing breakdowns. Buyers trust what they can see and hear. A simple, well-explained video on your homepage can dramatically boost trust and conversions.
✅ Promote actively. Content doesn’t sell itself. Repurpose articles into LinkedIn posts, short videos, email campaigns and webinars. The more ways you share insights, the more you’ll be seen as the go-to expert.
✅ Measure and adapt. Track which articles drive traffic and engagement. If certain topics resonate, create more on those themes. If something isn’t working, adjust your approach.
✅ Train Google and AI search to recognise your authority. Search engines like Google’s SGE and ChatGPT are learning from your website data. The more quality content you publish, the more these systems associate your brand with expertise.
✅ Commit to becoming the most trusted voice in your industry. This isn’t a one-off project—it’s an ongoing strategy that can completely transform how people perceive your brand. The companies that win with TAYA make it part of their DNA.
“What metrics should we use to measure success?”
We all know it can be hard for small businesses to track the right numbers, but you simply must put yourself in the position to track success.
You’ve probably heard from Marcus Sheridan about a specific page in his swimming pool Knowledge Centre that’s generated $25+ million over the years.
With that in mind, ideally, you have a CRM (Customer Relationship Management software) which allows you to assign revenue to the activity of that customer in your Knowledge Centre. You can then track which pages influence the revenue.
We also recommend you track several key metrics, including:
Website traffic and engagement (time on page, pages per session)
Lead generation (form fills, content downloads)
Search engine traffic for target keywords/pages
Sales team feedback on lead quality
Website and Sales Conversion Rates
Additionally, we recommend considering metrics that directly impact your bottom line:
Sales cycle length – We often see a reduction in the time it takes to close deals as prospects are better informed.
Close rate – Many clients experience an increase in their close rate as leads are more qualified.
Average deal size – Some businesses see an increase in average deal size as customers better understand the value proposition.
Revenue growth – We track overall revenue growth that can be attributed to the knowledge centre.
Customer acquisition cost – Often, this decreases as more leads come through inbound channels.
Return on Investment (ROI) – Calculate the ROI of the knowledge centre by comparing the investment to the additional revenue generated.
“With AI search becoming more popular, do buyers still visit company websites?”
It depends on the buyer and what they’re purchasing. Some buyers may make quick decisions directly on social media, marketplaces, or through AI-powered search without ever visiting a company’s website. However, for many considered purchases—especially in B2B, high-ticket B2C, or service-based industries—buyers will still visit company websites to evaluate trust, expertise, and credibility before making a decision.
As AI-driven search experiences like Google’s Search Generative Experience (SGE), ChatGPT, and other AI tools become more sophisticated, more buyers will find initial answers within these platforms. AI will summarize content from across the web, giving buyers a quick understanding of their options. But when they’re serious about making a purchase, many will still want a single point of truth—somewhere to verify information, compare offerings, and assess whether they trust a company enough to do business with them.
This is why your website still matters. Even if AI handles the first stage of their research, when buyers do land on your site, they will be judging you—consciously or unconsciously—on the depth, clarity, and authority of your content.
At the same time, the online space is becoming more saturated with AI-generated, low-quality content. If your website is just another generic, surface-level resource, it won’t stand out. Buyers are becoming more skeptical, and differentiation is more critical than ever.
A humanized Knowledge Centre helps you earn that trust and stand apart from the noise. It’s not just about ranking in AI search—it’s about ensuring that when buyers do seek out a trusted source, your company is the clear choice.
The Opportunity is Significant – But Only if You Seize It
The way people search, research, and buy is evolving right now. AI-driven search isn’t the future—it’s already here. But most businesses are completely unprepared. Many are either doing nothing or relying on AI-generated, low-effort content that fails to build trust.
This is your chance to get ahead of the competition. While others hesitate, you can establish yourself as the authority that buyers trust. By creating a Knowledge Centre with real, insightful, buyer-focused content, you’re not just keeping up—you’re setting the standard in your industry.
The businesses that embrace this shift early will be the ones that dominate in the years to come. Will you be one of them?
“What benefits can I expect for my business?”
Implementing a They Ask, You Answer knowledge centre can provide numerous benefits:
Increased website traffic and improved SEO rankings
Higher quality leads and shortened sales cycles
Improved customer trust and credibility
Better-educated prospects who are more likely to convert
Reduced time spent answering repetitive questions
Positioning your business as an industry thought leader
Improved content for sales and marketing teams to use in their processes
“Am I Guaranteed Success After Launching My Knowledge Centre?”
No, success is not guaranteed.
A Knowledge Centre is an incredibly powerful tool, but like anything in business, it requires commitment and consistency. It’s not a silver bullet—but when used correctly, it gives you a fantastic platform to publish high-impact content that your buyers—and even Marcus Sheridan himself—would love.
That said, this is a big opportunity, and it’s easy to waste it. If you don’t actively use your Knowledge Centre, it will just sit there, gathering digital dust. That would honestly be a huge shame. Your investment in this should be tied directly to your revenue goals, because the companies that take full advantage of it see real, measurable results.
With your new Knowledge Centre, your buyers finally have someone on their side—helping them make an informed decision in a world where most businesses avoid answering tough questions. While your competitors leave buyers frustrated and unsure, you’ll be the one providing clarity, honesty, and real value.
To truly succeed, you need to communicate in a way that others in your industry are not. The businesses that educate best are the ones that win trust first. And when you win trust, selling becomes easier, faster, and more effective.
Some of the most successful They Ask, You Answer companies publish 3–4 articles per week. But don’t let that overwhelm you—any content is better than none. The key is to start and stay consistent.
A great way to set yourself up for success is to always have at least 10 articles scheduled in advance. This keeps your momentum going and removes the stress of scrambling for new content. The businesses that take this approach see a compounding effect over time, as their Knowledge Centre becomes a true sales asset.
What Drives Success?
Success depends on:
✔ Publishing high-quality content that directly answers buyer questions ✔ Using your Knowledge Centre proactively in the sales process ✔ Keeping it updated with fresh insights and new buyer questions ✔ Sharing content across multiple channels—email, social media, and sales conversations
If you build it and forget about it, you won’t see results. But if you use it strategically, it will become your biggest sales weapon—attracting better buyers, shortening sales cycles, and positioning your business as the go-to authority in your industry.
The bottom line? The more you embrace They Ask, You Answer, the bigger the impact. When it shifts from being just a content strategy to a core mindset across your entire business, that’s when the real transformation happens.
“I’ve seen other Knowledge Centres that you’ve produced – will ours look the same?”
No, every Knowledge Centre is tailored to the specific business, industry, and audience. While the core framework follows They Ask, You Answer principles, the design, structure, and content are all personalised to your brand.
Your Knowledge Centre will:
Be designed to match your existing website’s look and feel which means it won’t look like others you may have seen.
It will contain similar navigational features to make it easy for users to find the information they need.
Feature content that is unique to your industry, customers, and competitive landscape
Be structured based on your buyer’s most pressing questions
No two Knowledge Centres are identical because no two businesses are the same, but the principles are very similar between Knowledge Centres.
“What happens if we need to make changes during the process?”
As a business owner, you need flexibility. I get that. That’s exactly why I’ve built review points into our process where we can refine and adjust.
You’ll have clear opportunities to review content outlines and drafts before they’re finalized. During our discovery sessions, we’ll make sure we’re aligned on direction before creating any content. And if something isn’t quite right, we’ll fix it.
Remember – this is your Knowledge Centre. My job is to implement it properly while making the process smooth for you. If something needs to change, we’ll handle it. No stress, no fuss. Just tell me what needs adjusting, and I’ll sort it.
The key is communication. If you spot something that needs changing, just let me know. I’d rather make adjustments during the process than deliver something that isn’t exactly what you need.
Let me be crystal clear – when the articles are on your website and published, any changes will incur additional charges. That’s why we have those review points built in – to get everything right before publication.
“How do you ensure our Knowledge Centre stands out from competitors?”
First, while others dabble with generic content, we’re following Marcus Sheridan’s proven They Ask, You Answer framework. This isn’t just another blog – it’s a systematic approach to answering your buyers’ most pressing questions.
We start with the “Big 5” topics that drive buying decisions:
Cost and pricing (what everyone wants to know but few discuss)
Problems and concerns (the things your competitors avoid talking about)
Comparisons (helping buyers make informed decisions)
“Best of” lists (giving real, unbiased guidance)
Reviews (showing who you’re right and wrong for)
Plus, we cover essential “What is” and “How to” questions that buyers are searching for.
But here’s what really makes your Knowledge Centre stand out:
Deep, honest content (1000-1500 words per article) that’s 80% about the industry and 20% about how you fit in
Real examples and stories from your business, not generic fluff
A comprehensive pricing article that builds trust by being radically transparent
Clear structure that makes it easy for buyers to find what they need
After launch, the key is consistency. Many businesses create a few articles and stop. But to truly dominate your market, you need to keep answering buyer questions and sharing insights. That’s how you become the trusted authority in your space.
Remember – while others are using AI to churn out shallow content, we’re creating in-depth, trust-building resources that actually help your buyers make decisions. That’s how you stand out in today’s market.
Think about it – if your competitors are avoiding the tough questions and you’re answering them honestly, who do you think buyers will trust?
“Can you share specific examples of how other businesses are using their Knowledge Centre in their sales process?”
Let me share what’s working right now for businesses implementing They Ask, You Answer properly:
Before Sales Calls:
Send relevant articles to prospects before meetings (reducing the need to explain basics)
Share your pricing article upfront (so you only meet with qualified prospects)
Use your Knowledge Centre as pre-meeting “homework” (making conversations more productive)
During Sales Conversations:
Pull up specific articles to address objections in real-time
Use case studies and comparison articles to help buyers understand options
Reference your pricing article to have more informed cost discussions
Follow-up:
Instead of generic emails, send links to articles that address specific concerns raised
Use video summaries for prospects who prefer watching to reading
Share industry insights that showcase your expertise
The key is using your Knowledge Centre proactively, not just hoping people find it. When you integrate it into your sales process, it becomes a powerful tool for building trust and shortening sales cycles.
Remember – your Knowledge Centre isn’t just a website feature. It’s a systematic way to educate buyers and make selling easier. The businesses seeing the best results are the ones using it actively in their sales process.
“What makes your done-for-you service different from working with a regular marketing agency?”
Let me be direct. I’m not a marketing agency – I’m a They Ask, You Answer specialist trained directly by Marcus Sheridan. This isn’t about creating generic content; it’s about implementing a proven framework that transforms how you sell.
The key differences:
Specialist Focus: I do one thing – implement They Ask, You Answer properly. While agencies spread themselves across multiple marketing services, I’m laser-focused on building Knowledge Centres that drive results.
Deep Industry Understanding: 80% of our content focuses on industry insights and education, not just promoting your business.
Sales Integration: Everything we create is designed to support your sales process and shorten sales cycles.
Premium Implementation: I only work with 4 businesses per month to maintain quality, unlike agencies juggling dozens of clients.
Done Properly: As Nigel Botterill says, it’s about getting it done “properly” – exactly as Marcus Sheridan would expect.
“How do you handle sensitive industry information or competitive advantages in the content?”
Simple – we follow Marcus Sheridan’s principle of being “the best teacher in your industry” without giving away your secret sauce.
Here’s how:
We focus on educating about industry-wide topics (80% of content) while keeping your specific processes private
We explain the ‘what’ and ‘why’ behind decisions without revealing the detailed ‘how’
When discussing competitive advantages, we focus on the benefits to buyers rather than technical details
We’re transparent about pricing factors without revealing your exact costs or margins
Think of it like this – if you’ve got a secret recipe, we’ll explain why the ingredients matter and how to judge quality, but we won’t share the exact recipe. This builds trust while protecting what makes you special.
Here’s what’s interesting though…
Marcus clearly tells us that often what businesses think is their “secret sauce” isn’t actually that secret.
The real opportunity lies in being willing to show what others in your industry won’t. For example, if you have a thorough vetting process for suppliers or a unique way of solving customer problems, showing that process (even at a high level) can dramatically build trust with buyers. Your competitors could copy it, but most won’t even try.
Remember – as Marcus says, your competitors already know most of what you think is secret. What they can’t easily copy is your ability to build trust through education. That’s what we’re focused on.’t easily copy is your ability to build trust through education. That’s what we’re focused on.
“How can my Knowledge Centre help me rank better on Google and AI-driven search engines?”
Your Knowledge Centre trains Google and AI search engines to recognise you as the go-to expert in your industry. AI-driven search experiences, like Google’s Search Generative Experience (SGE) and ChatGPT’s browsing capabilities, are constantly learning from the data on your website.
The more high-quality, trust-building content you publish, the stronger your authority signal becomes. Google’s AI is now summarising content and providing direct answers—if your website is the best source, you become the trusted answer provider in your space.
To make this work: ✔ Consistently publish in-depth, buyer-focused content ✔ Optimise for SEO (structured data, internal linking, keyword intent) ✔ Ensure clarity and depth—AI rewards the most useful answers ✔ Refresh content regularly to stay relevant
When you own the educational content in your industry, you don’t just attract buyers—you train the algorithms to recognise and rank you as the most trusted source.
“How does this Knowledge Centre integrate with existing sales and marketing efforts?”
The knowledge centre integrates seamlessly with your existing sales and marketing efforts. It can:
Offer resources for your sales team to use in their processes
Provide valuable content for social media and email marketing
Enhance your overall content marketing strategy
Support your SEO strategy
“What types of content are included?”
Our STRATEGIC FOUNDATION package includes written articles and images. The MARKET AUTHORITY ACCELERATOR package also includes video content as well as written articles and images.
“What is the Pricing article that’s included?”
Think about when you were researching a significant purchase online in the last 12 months. What is that emotion that you get when you go to a website looking for a price and you can’t find it anywhere? Even worse, how do you feel when you go to a Pricing page and there’s no helpful information, and they’re asking you to fill in a form to arrange a meeting to find out…
We’re going to change this for you and your target audience.
A ‘They Ask You Answer’Pricing article is a comprehensive, transparent approach to discussing costs on your website and often becomes the most popular article on your website. It almost stands alone from your Knowledge Centre, that’s how important it is!
Unlike traditional pricing pages that often hide or minimise cost information, this approach addresses pricing head-on.
But let this be clear.
This page isn’t a price list.
Your pricing article is about educating your buyers, so they understand more about pricing in the industry and where you fit – publishing price ranges to give them an idea. 80% of the article is about pricing in the industry, and 20% of the article is about where you fit in regarding pricing.
It typically covers the full range of prices for your products or services, explains factors that influence cost, and breaks down what’s included at different price points.
The article doesn’t just list numbers; it educates the reader about value, quality differences, and why prices vary. It might include comparisons with competitors or industry standards, and often addresses common questions or concerns about pricing.
The goal is to build trust by being open and honest, even if you can’t always provide exact figures.
This approach helps qualify leads, as those who continue to engage after reading about pricing are often more serious buyers. This ends up attracting more good-fit customers, while putting off those bad-fit customers.
Ultimately, a They Ask You Answer pricing article aims to make customers feel informed and confident, rather than confused or suspicious about costs.
“How is the content/topics chosen and organised?”
We organise the content based on the “Big 5” TAYA topics (+2) that most influence buying decisions:
Pricing and costs
Problems, Issues and Concerns
Comparisons
“Best of” lists
Reviews
Plus, Marcus and I find “What is” and “How to” questions work well too:
“What is”
“How to”
The content is structured in a user-friendly way, making it easy for visitors to find what they’re looking for.
“How do you ensure the content reflects my business’s voice and expertise?”
We use a collaborative approach:
We start with a thorough discovery session to understand your business, brand, industry, target audience and unique value proposition.
We then have two content discovery sessions where we discover more about your target audience, messaging, voice, and we brainstorm the TAYA questions from the Big 5 TAYA topics.
We work closely with you to refine the content, ensuring it aligns with your brand voice and expertise.
We encourage you to provide real-world examples and insights to make the content more authentic and valuable.
We create content outlines for your approval before writing full articles.
“How do you handle SEO optimisation?”
SEO is integrated throughout our process:
I conduct keyword research to identify high-value search terms
Content is optimised for both readers and search engines
I use best practices for on-page SEO, including meta titles and internal linking
I provide guidance on technical SEO aspects that may impact your site’s performance
“Why do I pay more when paying by instalments?”
We understand that spreading payments over time can help with cash flow, and we’re happy to offer that flexibility. However, similar to financing a car, paying in instalments costs a little more than paying upfront.
First, there are additional administrative and handling fees to manage the instalment process.
Second, there’s a small risk of default, just as car financing companies account for missed payments.
Third, even though we don’t charge interest, like a car finance plan would, we do have to account for the impact on our cash flow. When payments come in gradually, it can affect how we manage resources across multiple projects.
This small premium helps cover these factors and ensures we can continue to deliver your project and others on schedule.
“How long does the process typically take?”
The process usually takes 8-12 weeks from start to finish. This includes the discovery phase, content creation, and implementation on your website.
To maintain quality, I only take on 4 businesses per month.
“What level of involvement is required from me and my team?”
The project is completely done-for-you, however your involvement is crucial, especially during the initial stages, to make sure the end result is spot on for your and your target audience.
Whilst I do the majority of the research, we’ll need your expertise to ensure the content accurately reflects your business.
Typically, this involves…
1x initial discovery session (2 hours) 2x Content Discovery Sessions (1.5 hours each) Content reviews (1-3 hours) Providing information and insights as needed
“We already have a web designer/developer/agency, how will that work?”
As a They Ask, You Answer (TAYA) expert, my primary focus is on creating a powerful, effective Knowledge Centre for your business. My service is designed to be flexible to accommodate various scenarios while maintaining consistent value. Here are the options available:
Design-Only with Your Implementation: If you prefer, I can focus solely on the strategy and design of your Knowledge Centre, providing you with all the necessary materials and guidance for you or your team to implement independently.
Design and Guidance for Your Team: If you have a web designer, developer, or agency you prefer to work with, I can provide the designs, specifications, and expert guidance for your Knowledge Centre. Your team would then implement these designs under my direction to ensure TAYA best practices are followed.
Collaborative Approach: For businesses that fall somewhere in between, we can create a custom approach. This might involve me implementing some aspects while your team handles others, finding the right balance of responsibilities that works for you.
Complete Done-for-You Service: I can handle everything from strategy and design to full implementation on your website. This comprehensive approach ensures that every aspect of your Knowledge Centre aligns perfectly with TAYA principles and your business goals.
Importantly, whichever option you choose, the cost of my service remains the same. This is because my time and expertise are invested similarly across all scenarios – in strategising, designing, communicating and ensuring the successful creation of your Knowledge Centre, whether I’m doing the hands-on implementation or guiding others through it.
During our initial discussions, we’ll talk about your current setup and preferences. Together, we’ll determine the best approach for your unique situation.
My goal is to be flexible and accommodate your needs while delivering a high-quality Knowledge Centre that drives results for your business.
Rest assured, regardless of the approach we take, you’ll benefit from my expertise in TAYA strategies and Knowledge Centre best practices.
My focus is on delivering a solution that not only meets your needs but also maximises the impact of TAYA for your business.
“Do you provide training on maintaining the knowledge centre?”
Yes, at the end of the project, I provide guides on how to maintain and update your knowledge centre from the perspective of They Ask, You Answer. This includes guidance on:
Identifying new content opportunities
Writing in the They Ask, You Answer style
Optimising content for search engines
Using your content in sales and marketing processes
“Can the Knowledge Centre be easily updated or expanded?”
Yes, we design the knowledge centre to be easily updatable, though how easy can depend on the website platform you’re currently using. As your business grows, the knowledge centre can be expanded with new topics and content types.
“What ongoing support do you offer?”
After the initial setup, we offer:
TAYA Workshops
Group TAYA Coaching
Individual/Business TAYA Coaching
Content performance reviews
Guidance on leveraging your content in sales and marketing
Recommendations for new content based on industry trends and your business needs
“Do you offer any guarantees?”
While we can’t guarantee specific results as they vary by industry and implementation, we can guarantee our commitment to delivering high-quality, strategic content that aligns with the They Ask, You Answer methodology.
“My website is built on WordPress / GenieAI / Wix / Square Space / HighLevel (etc), can you work with that?”
Yes. A Knowledge Centre can be implemented on any website platform. However, platforms can vary significantly – some offer advanced customisation, better SEO capabilities, and deeper integrations, while others are more basic with certain limitations.
Regardless of which platform you’re using, I will maximise its capabilities to ensure your Knowledge Centre performs at its best. But the real power of a Knowledge Centre doesn’t come from fancy platform features, it comes from high-quality content.
The thing that will truly set you apart and earn the trust of your buyers is the depth, clarity, and authority of the content I deliver, not just how it’s presented. The core principles remain the same. I provide valuable, trust-building content that answers your buyers’ biggest questions. My focus is on making that content work as effectively as possible within your platform’s strengths so that it drives real results.
“How does your service compare to other options?
Unlike general digital marketing agencies, I specialise in the They Ask, You Answer methodology. This focused approach allows us to create more strategic, buyer-centric content. Compared to DIY options, we bring expertise in content strategy, SEO, and the specific TAYA framework, saving you time and ensuring a higher quality result.
“What’s the next step?”
If you’re ready to move forward, the next steps are:
Choose whether you want to go for the STRATEGIC FOUNDATION package or the MARKET AUTHORITY ACCELERATOR package.
Choose whether you wish to pay up front or with my payment plan.
Make sure we have a conversation about when in my schedule I can fit you in. The service is proving very popular, and I only take on 4 businesses per month, so let’s make sure it works for you.
Pay the initial deposit to book into my schedule.
I will personally schedule our kick-off/discovery meeting and our two content discovery meetings. This isn’t done via my usual booking links, I’ll be in touch as soon as I receive your first payment.
Let’s do this. Simply reply to my email and let’s go on this exciting journey together.
Warm wishes Mark Reynolds, KnowledgeCentreGuy.uk They Ask, You Answer Certified Coach
They Ask, You Answer Done Right: Essential Framework for Knowledge Centre Success
PS. If you have any questions, please reach out: mark@knowledgecentreguy.uk
