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Answer Customers’ Questions To Create Content Marketing Gold



Writing for customers is the best way to get new customers, via your content marketing. While many business bloggers write for their market, they don’t always write for their customers. The difference, while subtle, can be enormous in terms of your content ROI. Find out how you can use customers’ questions to create content marketing gold.

Answer Customer’s Questions To Create Content Gold

How do business bloggers usually decide what to write about?

Many content creators use educated guesswork to come up with their ideas: What they’re interested in, what’s topical, what their competitors or idols are using, their gut. While this process has merit in generating ideas, it also has risks:

  • Will the message be strong enough to generate enquiries? Will your audience be engaged enough to become your customer? Perhaps or perhaps not!
  • Trial and error: the difficulty is that you can’t know until after you’ve created the content. You must invest the time and resource to find out and attempt to refine as you go. It’s a trial and error methodology.

Is there is a less risky way?

Customers’ questions create content marketing gold

Create content with questions via blog comments

The idea for this post came via a comment from Elish Bul-Godley here at Tweak Your Biz

Nowadays questions from customers and potential customers are everywhere and easy to find:

  • Meetings
  • Conferences
  • E-mail
  • Forums
  • Questionnaires
  • Surveys
  • Blogs and comments
  • Social Media

These are just some of the places you can find questions. To implement a content strategy around customers’ questions you first need to develop a means for finding and recording questions. This isn’t just about defining your niche, but also defining a specific customer profile (a sub-set of your niche) for every piece of content.

The best questions are those that:

  1. Directly relate to your product
  2. Allow you to clearly demonstrate your expertise and USP
  3. Are asked frequently

Answering customers’ questions with content:

  • This may seem somewhat counter-intuitive to some people but when you answer a question using content, you want to provide a comprehensive and thorough answer. Don’t hold back providing the detail (value) of how you would go about solving the particular challenge.
  • It’s this detail that will differentiate you from your competitors and help you to stand out from the crowd.  When prospects are searching for the information, your content needs to reassure that you are the one to deal with.

Prospects first need to trust the content before considering becoming your customer.

The value of a content strategy based on customers’ questions

Creating content based on customers’ questions has many advantages over your typical content approach.

  1. Takes the guesswork out of coming up with ideas for content.
  2. Allows you to easily target your niche and customer sub-sets.
  3. Helps to ensure that your content and the information you provide is relevant for customers.
  4. You can use the content to directly answer the questions where they were asked.

It’s a more strategic and targeted approach in delivering ROI from your content.

Thanks for reading,

Niall

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The Author:

Digital expert, top 10% influencer with over 10 years’ senior management experience - including managing projects and teams, and growing companies in the Irish, international and online marketplaces. Co-founded one of the largest B2B blogs in the world, helped grow a B2B social media to over 1,000,000 members, created the strategy for one of the most effective SME Facebook pages in the world and have grown 3 business websites (TweakYourBiz.com, BizSugar.com & MyKidsTime.ie) to in excess of a 100,000 unique visitors per month. Have consulted and worked with both corporate and SME clients on leveraging digital to drive business KPIs. Speaker at industry events, have authored several industry reports on the Digital Economy and appeared in the New York Times, Washington Post, Business Insider and other leading online and offline business publications. Specialities include: Entrepreneurship Business Development, Start-ups, Business Planning, Management, Training, Leadership, Sales Management, Sales, Sales Process, Coaching, Online Advertising, Blogging, Online Marketing, Social Media Marketing, Digital Marketing, Content Marketing, SEO, Social Media Strategist, Digital Strategy, Social Media ROI, User Generated Content, Social Customer Care. http://www.ahaingroup.com/

Add Your Comment

  • http://www.leadsandappointments.com/ Anika Davis

    Thanks for sharing
    this article Niall! I agree with you, It’s a more strategic and targeted
    approach in delivering ROI from your content.This may sound strange for the
    others but when you when you get used to it this will surely give you a very
    fruitful outcome.

  • Richard Perfect

    It can be hard starting out when you don’t have any customers to ask questions in the first place.

    If you don’t have any customers and want to find out what they are thinking then…

    Your target customers will buy books on your topic. You can find out what they’re thinking by reading their reviews in something like the Amazon Bookstore.

    I heard this tip in a podcast from Joanna Wiebe of Copy Hackers.

  • http://www.facebook.com/elish.bulgodley Elish Bul-Godley

    Thanks for the mention and a holistic answer to the initial question. it struck me that answering questions in our blog posts are a valuable extension of Customer service to begin with . We all do it with FAQs so why not expand the concept with blog posts that provide relevant solutions to our stakeholders

  • http://tweakyourbiz.com/ Niall Devitt

    Hi Elish, I agree, great customer service makes great customers. And what do great customers do, they tell others about their experience. It’s the best form of marketing there is.

  • http://tweakyourbiz.com/ Niall Devitt

    Thanks Richard for this great tip. You’re right, once you understand the profile of your ideal customer, finding them online becomes easy.

  • http://tweakyourbiz.com/ Niall Devitt

    Hi Anika, it’s great to hear about your experience and how it backs up what I was saying in the post. Thanks a lot for sharing here at Tweak Your Biz.

  • http://twitter.com/chrislentzy Chris Lentzy

    Ni Niall, content creation is always a hard one. In the past I have used Google Trends to evaluate a product or service. Now I use it for blog post idea generation.

  • http://twitter.com/WriteOnTrack_L Lorna Sixsmith

    We invite people to post questions on our facebook page and find that not only does it provide us with ideas for content but I feel if one person is putting ‘pen to paper’ and asking the question, others will be wondering about the same query. Finding questions on twitter is a good method too.

  • http://tweakyourbiz.com/ Niall Devitt

    For sure, Lorna, Social media is great for crowdsourcing content ideas, I’m surprised more people don’t use it.

  • http://tweakyourbiz.com/ Niall Devitt

    Hi Chris, that’s a great tip, thanks for sharing.

  • http://www.thesmarttrain.com/ Elaine Rogers

    Great tips Niall, I always learn from your expertise. And you explain really well :)
    I agree with Lorna, if someone takes the time to ask, you can be guaranteed they are represented a much larger group.
    Very well written, thank you!

  • http://tweakyourbiz.com/ Niall Devitt

    Thanks Elaine, glad you found it useful!

  • http://www.it-sales-leads.com/ Barbara Mckinney

    I agree, balance between self-promotion and visitors’ added value is very important. We must provide the readers with relevant information to keep them from coming back and win their trust.

  • Velly Angelova

    Thanks for commenting, Barbara! In the competitive business environment nowadays, setting up promotional boundaries vs. added value content is a tough thing to do. To be able to strike the right balance, we better always keep in mind that customer satisfaction is the key to retention and in the long run it is the loyalty that is awarding to your brand.

  • http://www.callboxinc.com/ Belinda Summers

    Really did enumerate all the requirements for gaining loyal website visitors Velly. An immediate response with your visitors is important since this will create engagement and will solve whatever queries they have. As marketers, we should always think of our goal and the goal is providing solution to our audience. :)

  • Velly Angelova

    Right, Belinda! Meticulous customer care is an essential part when building your brand trust. As marketers we should always try to be flexible, keep our fingers on the pulse of clients’ needs and provide them with the best service and solutions possible. Thanks for the opinion!

  • Velly Angelova

    Hey Niall, thanks for the insights! I pretty much like your expression “living breathing extension” since it greatly describes what nature of a contemporary website should be to best respond to the picky customers’ expectations.

  • Velly Angelova

    Thanks for commenting, Barbara! In the competitive business environment nowadays, setting up promotional boundaries vs. added value content is a tough thing to do. To be able to strike the right balance, we better always keep in mind that customer satisfaction is the key to retention and in the long run it is the loyalty that is awarding to your brand.

  • Velly Angelova

    Right, Belinda! Meticulous customer care is an essential part when building your brand trust. As marketers we should always try to be flexible, keep our fingers on the pulse of clients’ needs and provide them with the best service and solutions possible. Thanks for the opinion!

  • Harry

    For small business owners cash flow is like life blood. Too many small businesses fail due to cash flow problems. You need to keep a watchful eye on cash inflow and outflow and control your spending to match cash coming in.

    I particularly like the last one. You don’t need to spend money on fancy furniture and equipments in the early stage of the business. Try to avoid, or at least control, these expenses and you will be able to save enough to spend on activities that bring in additional business and cash.