1 min read

Customer Research for Content Marketing

There is a secret, that most marketers have not heard about: Before you ever create a piece of content: Talk to the people you are creating this content FOR.
Customer Research for Content Marketing
Photo by Austin Distel / Unsplash

As a marketer, how many times have you talked to a prospect or customer recently?

There is a secret, that most marketers have not heard about.

Before you ever create a piece of content: Talk to the people you are creating this content FOR.

Duh.

Sales, customer success and product talk to prospects or customers regularly. But very few marketers see the need to to engage with the outside world and understand the real needs that drive business decisions.

I can guarantee you it is an eye-opening experience and will change the way you think about content marketing forever.

When you talk to (potential) customers you hear about their daily challenges, successes and motivations. You learn how their daily life on the job looks like.

These conversations create empathy and empower you and your team to actually be relevant and helpful with the content you publish.

The more you do it, the more you will understand what it means to create content for an audience as opposed to content for the sake of it.

You gain an intuition for what your (potential) customers care about.

And at the end of the day you will be more confident hitting that publishing button, knowing that your work will make a difference in your users lives.

Quick and Dirty - 6 Steps to get started today

To start out, it doesn’t need to be complicated either.

You can always go fancier, once you have done 1-2 rounds of conversations:

  1. Write ten of your best customers (or potential prospects on your content distribution list that fit your persona.)
  2. Invite them for a 15 minute Zoom call.
  3. Ask about their recent struggles and wins.
  4. Ask them about what content they consume in what formats and which platforms.
  5. Shut up and listen. Take notes (or record).
  6. Repeat.

When you have created content relevant to the people you interviewed, send it to them. They will feel valued and heard.

Because you actually cared.