Your Customers Are Already Telling You What Content to Create

One of the best sources for marketing content is already inside your business: the questions customers ask before they buy.

Questions about pricing, process, timing, options, results and what to expect reveal what potential customers need to understand before making a decision. Instead of guessing what your audience wants to hear about, use those questions to create content around demonstrated customer needs.

Google's current guidance supports the same customer-first approach, prioritizing useful, original content created for a specific audience and informed by firsthand expertise. Google's people-first content guidance

Start With Questions That Influence a Purchase

Review inquiry emails, consultations, sales calls, direct messages, and customer service conversations, paying particular attention to questions that repeatedly come up before someone buys, books, or hires you.

Questions about cost, process, timing, suitability, and expectations identify information your marketing can provide before a prospective customer ever contacts you.

Turn One Answer Into Multiple Pieces of Content

Once you've identified an important question, develop one thorough answer based on your experience.

That answer can become a website resource, newsletter, LinkedIn post, Instagram carousel, short video, and sales resource. The goal isn't to publish identical content everywhere, but to adapt the same useful expertise to each channel.

Match Content to the Customer Journey

Social can introduce the idea, your website can provide depth, email can continue educating an interested audience, and sales content can provide additional information when someone is closer to making a decision.

This changes content planning from "What should we post?" to "What does our customer need to know next?"

Try this: Write down the five questions prospective customers ask most often, choose the one with the greatest influence on their decision, answer it thoroughly, and identify three ways to use that information across your marketing.

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