The best, most engaging, and most lead-generating content has always been content that’s genuinely helpful to your audience. As such, customer questions are an absolute goldmine of seeds for content.
Every support ticket, every chat comment, and every sales inquiry shows you exactly what customers need and prioritize and can be turned into sharp, high-impact content that builds trust and generates leads.
Build a Central Question Repository
The first step to maximizing the content potential of customer questions is setting up a centralized repository for them.
You can create a tagged section in your CRM or content research tool for them. It can even be a simple spreadsheet.
Here, funnel all queries from the different platforms you receive them on (email, chat, social media comments, community forums, feature request forms, sales call notes, etc.).
By consistently logging these questions, you ensure that no single one gets lost. After all, each question can provide a unique insight. This also allows recurring themes to emerge, highlighting the most common pain points and showing you which issues need the most urgent attention.
Classify Questions by Intent
Next, organize the questions in your repository according to intent. After all, you will likely receive all sorts of queries.
Some will be about, say, product setup or troubleshooting. These will be incredibly helpful for creating clear, detailed how-to guides that tackle topics that consumers are most confused about.
Others will ask about pricing or feature comparisons, which can be used for comparison articles or decision-making guides.
Others might even explore bigger topics such as strategy or long-term value, especially when it comes to B2B products or services. These are essential fodder for in-depth explainers or thought-leadership content.
By doing this, you’ve already done half the work of content ideation.
Publish Evergreen, SEO-Friendly Content
Afterward, you can then start developing content that directly addresses these concerns.
The best part is that the questions customers now ask are usually what they type into search engines, so you’ll already have a good idea of what keywords to target.
After all, according to Google, it’s becoming more common for people to type longer, more complex questions as if they’re typing an email or a comment into the search bar.
Along with smart keyword targeting, follow known SEO fundamentals to ensure your content is polished and is ready to rank:
- Have clear headings.
- Include apt meta descriptions.
- Have an FAQ schema when appropriate.
- Include relevant, high-quality internal links.
- Ensure your site loads quickly and smoothly.
These help search engines show your content to people who need it but haven’t seen it yet. Over time especially if your content is evergreen not only will these pages be a steady source of traffic and leads, but they’ll help position your company as a trusted source in its niche.
Repurpose Across Multiple Formats
However, don’t limit yourself to just one piece of content for each kind of customer question. A single customer question can generate multiple content formats:
- A short FAQ or knowledge base article for quick reference.
- A long-form blog post or tutorial explaining context, pros/cons, and best practices.
- A video walkthrough or animated explainer for visual learners.
- A downloadable checklist, cheat sheet, or template.
- Short-form content like shorts, snippets, or tweets addressing common questions or giving quick tips.
This allows you to maximize the content potential of each question, ensure consistency across your accounts, and give your audience multiple opportunities to come across the answer they’re looking for.
Additional Tips
To end, here are a few additional tips to make the most out of your question-based content pieces.
Protect Customers’ Privacy
Ensure that you protect customers’ privacy when gathering data about questions and turning them into content. For example, in a blog, anonymize customers when citing their experiences. More and more customers are becoming more protective of their data, often wanting to eliminate unnecessary traces of their information online. Here is more info on how they do just that.
Monitor Performance and Impact
Creating content is one thing. Knowing if it’s actually helping is another. Use analytics tools to track page views, time on page, scroll depth, search impressions, referral sources, and other data points to see where and how you can improve your content.
Engage Customers
If a customer’s question sparks a public article, reach out privately (without exposing sensitive details) to let them know and invite feedback. Doing so makes customers feel heard and valued, fostering long-term loyalty to your brand.
