Many businesses know they should publish content but are not sure what to write about. The answer is usually already in your inbox. The questions customers ask before they buy are the best starting point for content that is genuinely useful, and that tends to be what people search for too.
Step 1: Collect the questions customers ask
Spend a week noting every question that comes in by phone, email, WhatsApp or in person. Ask your sales and support staff for the questions they answer most often. You will usually find the same themes repeating:
- Which product is right for my situation?
- What is the difference between option A and option B?
- How long does it last, and how do I maintain it?
- Do you deliver or install in my area?
- What does the process look like after I enquire?
Step 2: Match questions to buying stages
People look for different information as they move towards a decision.
- Learning: they are trying to understand a problem or a category. Guides and explainers help here.
- Comparing: they are weighing options. Comparisons, specifications and application examples help.
- Deciding: they want reassurance and practical details. FAQs, service areas, delivery information and a clear way to enquire help.
Step 3: Choose the right format
Not every question needs a long article. A short question with a short answer belongs in an FAQ. A complex choice may deserve a buying guide. A product used in several industries may need a page for each application.
Step 4: Build a simple content plan
List your topics in a spreadsheet with the question, the format, the product or service it relates to, and the page it should link to. Start with the questions you hear most often, and publish steadily rather than all at once.
Step 5: Connect content to your catalog and landing pages
Every piece of content should lead somewhere useful. An article about choosing a pump should link to the relevant pump category and to an enquiry form. Content that connects to products helps readers take the next step, and helps search engines understand how your pages relate.
Keep it going
Content works best as a continuous habit, not a one-off project. Revisit older articles when products or prices change, and keep adding answers as new questions come in.
Key takeaways
- Customer questions are the best source of content ideas.
- Match content to learning, comparing and deciding stages.
- Link every piece of content to the relevant products and an enquiry option.