Getting Started with The Big 5™

If you’re serious about building trust and generating qualified leads through your content, The Big 5™ is where it all begins.

At IMPACT, we believe that if a customer has a question, you should have an answer, and that answer should be easy to find on your website.

These five content topics, Cost and Price, Problems, Versus and Comparisons, Reviews, and Best in Class, are the questions today’s buyers are already searching for. They’re the questions they ask your sales team. The questions they type into Google. The questions that, when answered with honesty and clarity, turn you into the go-to authority in your space.

We’ve seen this work time and time again. Why? Because most companies aren’t willing to openly address the questions buyers actually care about. The ones that educate them, remove doubt, and move them forward in the buying journey. 

When you do answer those questions, buyers notice. You build trust. You stand out. And you become the company they want to work with. 

This is the foundation of the Endless Customers System™. It’s about showing up when and where your buyers are asking questions and doing it better than anyone else.

But once you understand the "what" of The Big 5™, the next big question is: How do you start creating these types of content?

That’s what this article is here to teach you.

Let’s walk through the practical, step-by-step approach to getting your Big 5 content off the ground.

How to find the right buyer questions to answer in content

Your sales team already knows exactly what buyers are asking. They field the same questions over and over again—on discovery calls, in email threads, and even during onboarding. These are patterns worth capturing.

Start by making this a standing part of your Revenue Team’s meeting agenda. Instead of a one-time brainstorm, consistently ask your sales reps:

• What questions do you answer on every single call?
• Which questions come up early in the buyer’s journey?
• What objections slow down or derail deals?

This collaborative rhythm ensures your content stays aligned with what your audience is actually asking right now.

But don’t stop there.

AI can help you scale this process and uncover patterns you might miss. Drop your call transcripts into tools like ChatGPT or other AI summarizers and ask it to identify common themes, questions, and concerns. Scan your CRM notes and support tickets. Look at search console data. The more signals, the better.

These are the topics your buyers are begging you to cover and the ones that will make your content actually matter. Even better? Your sales team will be bought in from the start because they helped shape the content.

🔎Related reading: What are the Big 5 business blog topics that drive traffic, leads, and sales?

Begin your content strategy by addressing cost and your core offering

Before you try to answer every buyer's possible question, begin where it matters most: your core offerings. 

What product or service is your flagship? What do you sell most? What’s at the heart of your business?

Start by asking your team: What questions are buyers asking about this? What’s stopping them from saying yes? What do they need to understand to move forward with confidence?

Now, pair that with one of the most powerful topics in The Big 5™: Cost.

Buyers are searching for pricing info. They want to know what to expect, how much they’ll spend, what affects the price, and what makes something more expensive or more affordable. 

Being honest about cost doesn’t mean giving exact numbers. It means giving buyers the context they need to make smart decisions.

Here are some examples of titles for your content:

• “How Much Does [Service/Product] Cost in 2024?”
• “What You Need to Know About Pricing for [X]”

Take River Pools and Spas. They published an article titled “How much does a fiberglass pool cost?” That single page has generated over $35 million in revenue and transformed their business. The secret? Radical transparency. They answered what no one else would.

At IMPACT, we recommend you start with cost and price content, especially for your core offerings. This helps your team focus on what they know best, and it builds the kind of trust that moves deals forward fast.

Once you’ve covered cost, your next move is simple: Identify your most-asked buyer questions and start building content that answers them.

Start creating content, build your backlog, and publish consistently

Once you’ve gathered your vetted list of buyer questions and aligned on your initial focus, particularly around your core offerings and pricing, it's time to create.

You don’t need to overthink it. Start by creating content that answers one question at a time. Whether it’s an article, a video, or a podcast episode, the goal is simple: Help the buyer make a more confident decision.

Get your marketing and sales team working together here. Marketing can take the lead on structuring and publishing, while sales can supply real-world stories, language, and examples from actual conversations.

Before you hit publish, aim to build a backlog of 5–10 pieces of content. This gives you breathing room and consistency, two essentials for a sustainable publishing cadence. (Especially when unexpected priorities pop up.)

From there, commit to publishing at least three new pieces of Big 5 content each week. Don’t get caught in the trap of waiting for everything to be perfect. Publish, learn, iterate.

And don’t stop. This is not a one-and-done effort. The best companies build a system that fuels their marketing and sales for years, not weeks.

Why video and audio content builds trust faster

Throughout this article, we’ve talked about The Big 5™ as content, not just articles. That’s intentional.

While much of The Big 5™ has traditionally been considered the written word, we’re actually talking about all content formats. Think bigger than just a blog post or a page on your website—this content should be showing up on your social platforms, YouTube channel, newsletter, podcast, and more.

Video, especially, is becoming a bigger piece than it’s ever been before. Buyers crave transparency, and video delivers a level of personality and clarity that builds trust fast. It lets them see and hear your team, your voice, your body language, and your confidence.

If you start with written content, repurpose it into video or audio formats to reach buyers in their preferred learning style. For example, take a pricing article and turn it into a YouTube video or podcast episode. Then embed that video into the original post to boost both visibility and usefulness.

Every topic of The Big 5™ can be adapted into:

• YouTube videos
• Podcast episodes
• Webinars or livestreams
• Short-form video for LinkedIn, Instagram, TikTok, or YouTube Shorts

Determining the right format will depend on your audience. If they’re active on YouTube or social media, short videos might be the best way to earn attention. If they prefer in-depth information, a 10-minute video breakdown or podcast interview can do the trick.

We’ve seen companies in complex industries take one simple video—no script, no studio, just a camera and a whiteboard—and turn it into a lead-generating asset. One team created a comparison video that directly answered common buyer questions. It now ranks for valuable keywords, brings in steady traffic, and is used in the sales process to move deals forward faster.

When in doubt, start with video. It’s easier to repurpose across platforms and often more impactful in building trust.

How to create each of The Big 5^TM Content Types

You’ve got your list. You’ve picked your format. Now, it’s time to go deeper. Here’s how to approach each content type within The Big 5™ with clarity and confidence.

1. Cost & Price

Buyers are constantly searching for pricing details, but most companies avoid the topic. That’s your opportunity.

And no, you don’t have to list exact prices. A reasonable range or a breakdown of pricing factors can be just as helpful. When you provide that kind of clarity, buyers feel informed and respected. They’re not left guessing or, worse, assuming the worst.

Be upfront. Don’t just explain what your product or service costs; explain why it costs that. Help your buyers understand the factors that drive pricing up or down so they can make informed decisions.

Break it down like this:

• What drives the cost up? Is it premium materials, expert-level service, white-glove delivery, or ongoing support?
• What brings the cost down? Could it be simplified features, alternative packages, or self-service onboarding?
• Why are some providers more expensive? Highlight where that premium comes from—better warranties, deeper expertise, faster delivery, or more support.
• Why are others so cheap? Be honest about how cutting corners in production, service, or materials impacts long-term results.
• Where does your company’s pricing fall in the landscape, and why? Show how your pricing reflects your position in the market and the value you deliver.

You can also explain your industry’s pricing tiers—low-end, mid-tier, high-end—and where you fit.

The format works across any content medium. Video, audio, or written, this type of transparency is what buyers crave.

When you educate buyers on pricing, you're not just selling, you’re empowering them to choose wisely.

Want to understand why cost content matters so much? Check out our full breakdown in What is The Big 5^TM and Why Does it Work?

2. Problems

Buyers are trying to avoid making the wrong decision. They’re Googling their symptoms, weighing options, and trying to figure out what could go wrong. That’s where Problems content comes in and where most companies shy away.

When you write content that addresses common issues, challenges, or red flags, especially the ones your buyers are already thinking about, you become a trusted guide instead of a biased seller. This includes problems with your industry, your type of solution, and yes, even your own offering.

Start with the real concerns your sales team hears:

• “What happens if this doesn’t work?”
• “Why didn’t this go well with my last provider?”
• “Are there risks I should know about?”

You can also tackle misconceptions or false promises buyers encounter elsewhere. For example, “Why Managed IT Services Sometimes Fall Short” or “Common Pitfalls When Hiring a Digital Marketing Agency.”

Be honest. Own your limitations. And when something isn’t a good fit, say so. This kind of transparency doesn’t scare off the right-fit buyers, it attracts them.

You don’t build trust by pretending to be perfect. You build it by being real.

Want to learn why addressing problems builds authority so fast? Check out our full breakdown in What is The Big 5^TM and Why Does it Work?

3. Versus and Comparions

Your buyers are already comparing their options. You can either ignore it or step up and help them navigate the choice.

Versus and comparisons content is for buyers deep in decision-making mode. They’re asking questions like:

• “Which option is right for me?”
• “What are the trade-offs?”
• “What’s the difference between [A] and [B]?”

That’s your cue to lay it all out honestly.

Start by picking the comparisons your sales team gets asked about most—whether it’s competing vendors, different solutions, or even different product tiers within your own lineup. Then, walk buyers through the pros and cons of each.

Don’t pretend to be neutral if you’re not. If your solution is one of the options, disclose that. Then, offer the clearest, most useful breakdown you can. Buyers will respect your honesty, and they’ll trust your insights.

Visuals go a long way here. Use tables, lists, or side-by-side breakdowns to help readers scan and evaluate quickly.

If you’re not comparing, someone else is, and your buyer is already listening.

Want to dive deeper into the power of comparison content? Check out our full breakdown in What is The Big 5^TM and Why Does it Work?

4. Reviews

Before anyone buys, they look for reviews. But they don’t just want the five-star fluff, they want the real story. That’s where you come in.

Review content gives you a chance to talk honestly about the products, services, or tools your buyers are considering. That might include what you sell or what they’re evaluating alongside it.

Here’s how to do it well:

• Be specific. Talk about who a product is a good fit for and who it’s not.
• Share both pros and cons. No one trusts a “perfect” review.
• Include real feedback from clients or internal use cases if available.
• Explain how the product or service compares to others in the market.

This content can take the form of written articles, recorded videos, or audio reviews. Repurpose them on social media, in sales conversations, and on your website to guide buyers through key decisions.

Real reviews aren’t just helpful, they’re proof you’re not afraid of the truth.

Want to understand why review content builds massive trust? Check out our full breakdown in What is The Big 5^TM and Why Does it Work?

5. Best in Class

When buyers are early in their research, they search for “best of” content: “Best accounting software,” “Best local landscaping companies,” “Top IT firms in Texas.” It’s how we all start narrowing our choices.

This content works because it captures early-stage traffic and positions your brand as the helpful voice that knows the market.

Start by writing about the top providers in your space (including your competitors). Don’t worry; your buyers will find them anyway. If you guide the conversation, you earn their trust faster.

Be fair. Use consistent criteria to evaluate your picks. And if you include yourself, explain why and for whom you’re the right fit.

This isn’t about selling. It’s about serving.

Which brands buyers trust most? They’re the ones willing to talk about the competition.

Want to understand how “best of” content builds credibility and reach? Check out our full breakdown in

Use your content in sales, not just marketing

This isn’t content for content’s sake. The Big 5™ should be woven into your sales process because when used correctly, it becomes one of your strongest sales enablement tools.

Coach your team to:

• Send content before meetings as part of Assignment Selling. This prepares the buyer and saves valuable time on calls.
• Use articles and videos during the sales process to answer tough questions or clarify complex topics.
• Follow up with content that reinforces key takeaways and keeps the conversation moving forward.

Think of each Big 5 piece as a virtual sales assistant. It works 24/7, building trust and removing friction without the need for a live rep.

When used consistently, this approach can:

• Shorten the sales cycle
• Reduce repetitive conversations
• Increase close rates and deal sizes

And most importantly? It gives your buyers the confidence to say yes. If content isn’t making your sales team’s job easier, you’re doing it wrong.

From first draft to full system: Your big 5 game plan

The Big 5™ is not a short-term campaign or a one-off initiative. It is a long-term approach to building trust through honest, helpful content.

When you consistently answer real buyer questions, you bring sales and marketing into alignment. You also create forward motion and give buyers the clarity they need to take the next step.

Most businesses shy away from topics like pricing, common problems, and direct comparisons. That’s exactly why this type of content stands out. It removes uncertainty, builds confidence, and helps buyers move toward a decision.

Now that you know how to identify the right topics, work with your sales team, and create in a range of formats, start with one article that addresses cost or a core offering.

Then, build your backlog, publish consistently, and keep going.