We often write about using customer interviews as a valuable resource for content generation.
We’ve confessed that most of the content we write for clients has somehow, somewhere originated with a buyer conversation.
It can be hard enough to get on the phone and speak to a customer to begin with, especially if it takes marketers far out of their product-solution comfort zones. But the biggest hurdle when you’ve finally got the customer on the line? Being comfortable turning the discussion down new paths, or following them wherever the customer takes you.
This might be effortless during customer interviews if you already have a B2B product marketing background. The product marketing role famously carries deep customer-facing responsibility for conducting interviews for win/loss analysis, buyer persona development, references and referrals.
But even if you don’t, it’s not all that daunting.
Content writers who can master, say, the case study interview can slightly tweak their questions during a scheduled discussion. The secret is noticing the tiny tangents that can get a customer to reveal insights that wouldn’t normally come up if you stuck to the script.
No curve balls, tricks, no surprises. Just a different approach, or a deeper layer—and the result will be an editorial calendar filled with far richer, customer-focused content.
(And we recommend following our steps to capture the interview so your side of the conversation can be sparkling, not typing.)
Take a look at the tiny tweaks you can make in one customer interview to keep all your marketing content fresh.
Harvest higher-quality content
So now you know all the ways you can use customer interviews, and the small asks you need to make in order to extract each morsel of marketing goodness. Next step?
Download our free, practical guide to capturing your customer interviews perfectly so you can draw from them easily and often to create your content feast.
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