Creating engaging content starts with finding topics that resonate with your target audience. And one of the best ways to find those topics is focusing on your customers’ biggest challenges and frustrations – their pain points. 

We take a look at how to identify your customer’s pain points and turn them into content that adds genuine value for your audience. 

What are customer pain points?

Pain points are common issues, challenges, worries, problems, or frustrations which your potential customers share. These pain points are the reason they’re seeking out a solution (hopefully yours!) in the first place. 

And if you can show them just how to solve their pain points through the content you publish, you’ll quickly be able to build trust with your audience and gain a loyal customer in return.      

How do you identify your customers’ pain points? 

Before you can start creating useful content, you need to get a good grasp of what your customers’ most prominent pain points are. Here are just a few ways to find this information: 

  • Keyword research: Finding out exactly what your prospects are searching for in connection with your products or services gives you huge insight into their motivations. Let’s say you run a small meal delivery service in Australia. If lots of your prospects are searching for ‘affordable healthy food delivery’ you’ve already uncovered three pain points: finances, health, and a lack of time to cook for themselves. 
  • Read reviews of similar products/services: Taking a peek at your target audience’s biggest complaints about your competitors is also a good way to find pain points. If lots of their reviews call for features the product doesn’t offer, you’ve uncovered another pain point – one which your competitor isn’t addressing. 
  • Industry forums and social media: When they’re looking for solutions, people often turn to dedicated forums or social media for advice from others. There are thousands of subreddits, Quora questions, and Facebook groups people join to discuss their issues on a particular topic. Find the ones related to your niche, and you have instant access to your target audience’s major (and minor) pain points.
  • Your own customer service department: Check in with your CS team and find out what the most common questions and complaints they receive are. If they frequently get asked, ‘can your product do X?’ then there’s a clear need for more content on your website addressing the related pain point.       

Translating pain points into a content marketing strategy 

Now that you know what your prospects’ biggest problems are, you can start showing them how to solve them. Start with a master list of all the pain points you managed to uncover, and start brainstorming topics connected with them.

Let’s go back to that meal delivery service we mentioned earlier. One of the chief pain points they discovered is that people want the convenience of home delivery, but are concerned about price. This could translate into content like:

  • How to provide your family with healthy meals – without breaking the bank
  • Quick, healthy meals for every family  
  • How to eat healthy for cheap 
  • The most affordable meal delivery service for busy professionals, etc.

Aside from tackling the issue from multiple angles, remember that you’re also writing for customers in different stages of the buying journey too. Make sure to create content that speaks to people just starting to check out your services, as well as prospects who are looking for more detailed and in-depth information before they hand over their money. 

Finally, don’t forget the call to action! While your content should focus on the customer’s issue and aim to provide helpful information, you also need to tell them what they should do next. That might be as simple as booking your service or connected with other marketing goals like subscribing to your newsletter, or following your social media pages. 

Need help creating amazing content that addresses your customers’ biggest pain points? Hunter & Scribe’s awesome content writers are on hand to assist with all your small business marketing needs, so get in touch today!