My Two Step Process To Generate Exceptional Customer Centric Content Ideas


When it comes to content marketing many people are concerned that they might run out of ideas. When really, once you start giving it some deeper thought, the opposite happens and you find there’s actually loads to talk about.

The crucial point to remember is - content marketing is all about your customers. Not you. Not your business. Not your aims. You must listen to your customers' needs.

To generate awesome content ideas, consider what information your customers would like to know in order to make the decision to buy your product or service and from YOU in particular? Of course, ultimately your business gains from the marketing, but to create excellent content you must have your customers needs in mind.

Here’s my two-step process for generating exceptional customer-centric content ideas...


Step #1 Establish General Topics

Consider a range of areas in your business and wider industry, such as…

Your Service or Product

  • Your aim is to communicate and educate on the value of your particular service or product. How will people know if you don’t tell them?
  • Think about any related topics that lead into your product or service, information that potential customers or current customers would find useful or interesting.
  • Remember the problem or issue that your business solves for them and think about how you can demonstrate or describe the transformation that your business provides.

Business Messaging Themes

You could share information on your business ethos, values such as freedom, flexibility, excellence or team development. Or, if you’re comfortable with posting more personal information you could share your reasons for starting a business, what you’re looking to achieve or why you chose your particular area of work.

Industry News

  • Research organisations or associations to see if any industry information has been published which could highlight issues facing your customer base, that your service or product helps to solve and that you could illustrate with your content. In the equine industry, this could be organisations such as the BHA, BHS, BETA or ROA.
  • If you have an opinion on news or it directly impacts your business you could also react as news arises in your industry.

Useful Information

What kind of information about your product, service or business area would be helpful to your current or potential customers? What they would like to know about? Think about questions your customers might have at each stage of the buying cycle and try to support each step with helpful information. This will help guide them through to making the decision to purchase from you in particular as you’re the one that’s taken the time to build a relationship and help them out by providing useful information.

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Looking at FAQs can spark many content ideas - take a look over your records and ascertain:

  • The questions you’re frequently asked by your customers
  • The details you often end up explaining
  • Recurring issues
  • Comments and complaints

Good places to check are your email, customer support system and social media groups for comments that could give you inspiration.

Working through the above, you’ll quickly come up with lots of ideas!


Step 2 - Break It Down

After the initial brainstorm, take each idea one at a time and give it some further thought, to see if you can break it down some more. So, for example, if you were a saddle fitter and one of your subjects is about how to fit the saddle around the withers, you could break that down into - fitting different wither shapes, factors that can affect the tree over time, 3 signs you need a saddle fitter to check your tree, and a blog about getting a saddle fitter to check out the fit of the saddle when white patches of hair appear. Take each subject and do the same sort of thing!

All the while, keep thinking about it from your customers point of view to make sure they have all the information they could possibly need at each step of the process, from initial awareness to evaluating your service or product to becoming a loyal customer.  


Getting Your Ideas Out

I find using post-it notes to be a very effective method of encouraging free-flowing thinking, as you can write anything down and stick it up or throw it away! After that, all ideas get put into a Trello board as you can easily drag and drop items around to create lists of content that are completed, in progress, or up next.


Your Results

As mentioned, creating content is all about providing truly useful information to your customer and by doing so, over time, your business benefits in multiple ways, through finding more of your ideal customer and keeping them for longer. Resulting in business growth, being able to assist more people and an eventual increase to your profits.

How long content marketing takes to come into effect depends on your product or service and more specifically on the length of the buying process. Understandably, the longer it takes your clients to come to a purchasing decision the longer it takes for content marketing to benefit your business. As it takes more time to build the relationship and the trust required for them to purchase from you. Longer purchasing decisions are often correlated to a higher investment or a greater degree of trust needed, such as delegating the inner workings of your business.

Using this approach your ideas will keep flowing effortlessly and importantly - it’ll all be great content focussed on your ideal customer that’ll help you to grow your business. Once you’ve got your ideas what do you do with them? Sign up for my 3 part email series at the bottom of the page and I’ll walk you through it!