How to create useful content for your audience

Create content that meets your customer where they are on their journey

Some time ago I interviewed Joe Pulizzi the founder of content marketing institute. We talked about how to create useful content and he said something that’s stayed with me ever since. He said it’s important to create content which meets your customer where they are on their journey.

Let me give you an example.

Let’s say you want to buy a new Washing Machine. You ‘re doing your research on washing machines and what features you want. You’re learning about front loaders, top loaders and the advantages and disadvantages of each.

Now let’s say you do a google search and you come across content that explains the various advantages and disadvantages in a nice interactive format. Wouldn’t that solve your problem at that point in your ‘customer journey’?

Now let’s say that a particular piece of content is on Whirlpool’s website. Wouldn’t you be more likely to buy a Whirlpool washing machine rather than any other brand? I know I would.

Why would I now be predisposed to buying from Whirlpool rather than General Electric or any other brand? Because Whirlpool earned my trust even before I made my purchase. They solved my problem via their thoughtfully created content.

What made the content so thoughtful?

The content wasn’t talking about how good their machine was. Or why it was better than the competition. They were busy trying to help me solve my problem which is deciding on what features I would want in my new washing machine (regardless of the brand).

The brand question only comes up after I’ve solved the front loader vs top loader question. Without helping you answer the top loader vs front loader question, there was no hope of you becoming anyone’s customer. But once Whirlpool helped you solve their problem, the chances of you becoming their customer went up.

Banks are doing this well too. Australian banks have mortgage repayment calculators available on their website so they can solve the customers’ first problem which is to answer the question about affordability.

Once they’ve answered the affordability question (and only after they’ve answered that question), then they can (and probably will) become a customer of that bank.

Useful content creates a result. It delivers some kind of transformation.

In both the above examples it solves a tangible problem for the reader which moves them from a point of confusion to a point of clarity.

Other examples of useful content are checklists, guides, and blog posts like this one.

So here’s my question for you: what problem of your customers are you solving with your content.

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