Echoing the voice of the customer
Looking for topics? There’s no better source than your customers and prospects themselves.
If you publish content that talks about a problem your prospects aren’t itching to solve, you’ll see lower engagement and performance—and there’s no chance of converting them into a sale. When a topic lacks urgency, you’ll never be able to overcome that “why now?” question.
User review sites such as G2, offer insight into customers’ unsolved problems. Explore your own pages alongside your competitors’; if the same issue crops up repeatedly, it’s a sure sign that there’s an opportunity for helpful content—or even a product tweak.
Industry forums and other sites your prospects use for discussion can help you build a general understanding of the main topics being debated, the most common guidance requests, and the biggest challenges within the target market.
Your own customer base is your most reliable resource—if you approach them in the right way. Let’s look at how customer interviews can help you access that goldmine of insight.
Regularly conducting interviews with your existing customers can tell you exactly where you take your content strategy next. They’re the perfect source of feedback about which pieces they found engaging—and what turned them into a qualified lead for the sales team.
But not all interviews are created equally.
Great customer interviews start with structured questions and thoughtful planning. Think about what you want to know about your prospects, and mirror that in your question design.
What drives intent in your prospect base.
What led the customer to choose your solution.
How to improve conversion rates.
Their ideal buying journey, and what creates friction for them.
Which subjects are best for long-form lead generation content.
What life was like before they adopted your product, and the pain points you’ve helped solve.
Templated interview questions mean more consistency in your data. You can review the responses as a whole, rather than trying to pull overarching insights out of totally unstructured discussion notes.
What was life like before [product/service]?
What is the biggest pain point that [product/service] solved for you? How?
What led to you reaching out to us?
How was your experience buying from us?
What has your experience been like with [product/service]?
How would you like [product/service] to improve?
We don't have a consistent process
Less than 2
2 - 4
5 - 7
More than 7
