Psychologizing your audience doesn’t have to be some big ordeal. I can see how surveying would be interesting if you have a group of very loyal customers, or pre-customers helping you finding product-market fit. I would definitely ask them what kind of information they need. I think that’s the key, it’s not the content their WANT to see… it’s information they feel they NEED to succeed. Where are the gaps they see in front of them, standing between them and their definition of success, or the metrics they want to maximize. How can you help them fill this gap? Really, you’re looking to provide utility, utility, utility. I think where a lot of content strategies misstep is providing customer stories, or trying to demonstrate value without considering what their customers’ goals are and how they can help with that first.
Source: AMA with Camille Ricketts, Head of Content and Marketing at First
Love this advice. I’m pushing myself to take a step back when someone hits me with a content request and ask a few questions first:
- Who are we creating this for?
- What problem does this content solve for them? (And if we don’t have a good answer, what problem can we solve for them?)
- What goal does it hit for us?
And then we go from there. 🙂