The list is growing ever shorter of marketers and content writers who don’t tap into the most valuable source of content insight available: discussions with representatives of the target audience – the customers themselves.

(An updated version of this post is available, published August 2018)

For the doubters who remain, just take a look at the twelve uses for the wealth of information you can harvest from customer interviews.

And then go one step further: for each of the twelve use case categories, you can create easily a dozen more individual assets, insights, or pieces of evidence to support – or improve – any marketing, product, service or sales initiative your company is undertaking.

For our part, there is hardly any project we’ll start without doing some customer interviews first and we have a specific method for doing them that ensures we get pure content gold. More about that in a future post.

For now, get on the phone (after you clear it with Sales) and start having those customer conversations.