How Does Customer Feedback Shape Your Content Strategy?
Marketer Magazine
How Does Customer Feedback Shape Your Content Strategy?
To understand how customer feedback can shape your content strategy, we asked founders and senior editors for their best insights. From creating social proof through testimonials to developing reader personas from feedback, here are the top seven ways these experts have successfully leveraged customer feedback to enhance their content strategies.
- Create Social Proof Through Testimonials
- Write About Customer Conversations
- Tailor Content Based on Feedback
- Address Sustainable Meat Sourcing
- Turn FAQs Into Valuable Content
- Create Educational Content for Clarity
- Develop Reader Personas from Feedback
Create Social Proof Through Testimonials
Customer feedback is at the heart of our content strategies. We use it to create social proof through testimonials and customer stories. More importantly, we use customer feedback to address the most frequent questions from current and prospective customers. If your audience consistently asks similar questions, providing answers on your website is crucial and empowering for them.
By incorporating customer feedback, we ensure that our marketing strategy is human-centric and focused on meeting customer needs. This process often involves interpreting insights from customer feedback, which can reveal areas for innovation. Sometimes, what customers aren’t saying is just as valuable as what they are saying, offering critical insights for strategic adjustments. This approach keeps our strategy aligned with the customer's needs.
Write About Customer Conversations
I'm the founder of a martech startup, and I am constantly talking to our customers about their planning challenges and how they use our software. On a regular basis, I write about these conversations in LinkedIn posts that break down common pain points and explain how our customers use our software to overcome them. It's also how I introduce new features born from customer requests.
These mini case studies help keep us top-of-mind and demonstrate that we listen and work hard to deliver tangible solutions. I am frequently told by people in my network that they enjoy following along on LinkedIn and have had people mention how a particularly relevant post was the reason they booked a demo.
Tailor Content Based on Feedback
We’ve found customer feedback to be incredibly useful for refining our content strategy. By paying close attention to what our audience is saying through surveys, comments, and reviews, we can tailor our content to better meet their needs and interests. For instance, we might notice that our audience is frequently asking questions about a particular topic or expressing interest in a specific type of content.
One example of this was when we adjusted our content focus based on feedback about what our customers wanted to see more of. By shifting our content strategy to address these areas, we saw a boost in engagement and positive responses from our audience. This approach not only helps us create more relevant and appealing content but also strengthens our connection with our audience by showing that we value their input.
Address Sustainable Meat Sourcing
Using customer feedback to shape our content at Carnivore Style has been incredibly beneficial, not just for us but for our audience as well. It helps us stay relevant and aligned with what our readers truly want to learn and explore.
One notable instance was when we started receiving feedback about the lack of content on sustainable meat sourcing. Many of our readers expressed a growing interest in ethical consumption and wanted guidance on how to choose meat products that were both delicious and responsibly sourced. In response, we embarked on a series of articles that explored different aspects of sustainable meat, from understanding certifications to visiting local farms.
The impact was profound. Our readers appreciated the insights and practical advice, which led to increased engagement across our platforms. We noticed more comments and discussions on our articles, and our email newsletters saw a higher open rate with this topic in focus. This not only expanded our content offerings but also strengthened our brand's commitment to supporting ethical meat practices, resonating with a wider audience who values sustainability in their culinary adventures.
Turn FAQs Into Valuable Content
Whenever we notice a question popping up a lot from our clients, we see it as a golden opportunity to create something valuable. By turning those FAQs into content on our website, we not only meet our customers' needs but also attract new clients looking for trustworthy info. It really shows how powerful customer feedback can be!
Create Educational Content for Clarity
Customer feedback has been invaluable in shaping my content strategy. I make it a priority to actively listen to what my customers are saying—whether it’s through direct feedback, surveys, or even comments on social media.
One specific example that stands out is when I noticed a recurring theme in customer feedback about struggling to understand certain aspects of our product. They were asking for clearer, more in-depth explanations.
In response, I decided to create a series of educational blog posts and video tutorials addressing these specific pain points. The impact was immediate and significant. Not only did we see an increase in engagement with these pieces of content, but we also noticed a reduction in customer support queries related to those issues. This feedback-driven content helped us build stronger relationships with our customers by directly addressing their needs, and it reinforced the value of listening to our audience as an ongoing part of our strategy. It taught me that content should always be evolving based on what your customers are telling you—they’re the best source of insight for what will truly resonate.
Develop Reader Personas from Feedback
At SurveyStance, we’ve been diving deep into customer feedback for years, and it’s like striking gold for our content strategy. One game-changer we’ve noticed in the industry is creating “reader personas” from this feedback. Imagine this: you analyze survey responses and, boom, you now have an improved picture of who your audience is and what they crave. By breaking them into key segments—let’s say beginners, intermediate, and expert users—you can craft content that hits the mark for each group. Trust me, even focusing on just 3-4 cohorts can skyrocket your connection and engagement.
Another hot trend we have seen is the shift towards transparency and authenticity. Customers are tired of the fluff and click-bait. They want real, honest communication. When companies take feedback seriously and show some behind-the-scenes action or tackle common concerns head-on, they build trust and loyalty. It’s like saying, “Hey, we hear you and we’re on it.”
And let’s not forget real-time responsiveness. People love it when their feedback leads to quick, visible changes. It’s about closing that feedback loop and showing your audience that their opinions matter. This can massively boost user experience and make customers feel valued.
At SurveyStance, we’ve embraced these trends. We regularly dig into our survey responses to spot pain points and interests. For instance, when we noticed many users struggling with patient satisfaction surveys, we rolled out a series of blog posts and guides tailored to that need. This not only drove a 30% spike in website traffic but also ramped up engagement and positive feedback. By zeroing in on what our customers really want, we’ve made our content more relevant and valuable, and that’s paid off in spades. These insights have been crucial in refining our content strategy, making sure we stay ahead of the curve.
