We're in a very niche industry (noise measurement instruments) and so it may be easier to get into the #0 answer box as it's unlikely that someone would stumble across us. Our customers are usually looking for some specific information and so we're positioning ourselves with more educational content such as terminology guides and reference information.
However, it's been a double edged sword for us. There is a lot of traffic coming from the article, and some others that we appear in, but it's proved very difficult to get any traction or conversion from those visitors. We've run an number of A/B tests, different CTA's and downloads and we're still trying to work out what would be best.
So although it's great to have a #0 slot, which we didn't plan for, a lot of our effort for 2017 is going to be based on conversion and getting visitors to become more than just a stat on our analytics page, especially for those coming from the #0 position.
We are going after more of these as "what are" or "how do I" questions are clearly the best way for us to get a #0 as and have a content plan for this. But, as I've said above, the key task is conversion of those visitors into something useful.
