Customers are core to your business. If you care about them, you must place them at the centre of all your strategies.
Content strategy is no different. You must always think about the value your content will impart to your customers.
In simple words, create content that answers their questions.
If you are wondering how to do it, we’ve got you covered. In this post, we will discuss:
- Sources of Customer Questions
- Tools to Find Customer Questions
- Tips to Answer Customer Questions
- Creating Content Around Customer Questions
Let’s first learn where you can find customer questions.
Sources of Customer Questions
With the internet at your fingertips, you have various sources to look out for the questions your customers might have.
Here are some easy ways to find customer questions:
1. Blog Comments
Most users leave comments after reading a blog post. If you scan your blog comments, you will be able to find questions conveniently.
Look at this blog comment:
It contains a question, which makes an excellent topic to write about.
So, keep scanning your blog comments regularly.
If you wish, you can encourage readers to drop their questions and suggestions in the comments. (Like I do in my blogs.)
2. Social Media Channels
Social media platforms including Quora, Reddit, Facebook, Twitter, Instagram, and Pinterest can also help you find important questions.
For example, here’s a tweet:
If you are in the finance space, you can easily create content about this question.
3. Customer Support Conversations (Calls, Emails, and Chat)
You can get the most genuine and common customer questions if you ask your Customer Support representatives.
They’ve been answering them every day over calls, emails, and chats.
4. Webinars / Online Interactions
When you are communicating directly with your audience, there are chances you get to know their questions.
If you wish, you can even reserve the last few minutes of your webinar or live session for questions and answers ONLY.
5. Website Searches
These days, almost all websites have a search function to help users navigate and find what they are looking for.
If you look at the searches users make on your site, you’ll find interesting questions. You can use them to get ideas and create content.
You can get data of your website’s searches from your site’s database.
6. Google Search Console
Your site must be ranking for multiple organic search queries.
If you look at the keywords data recorded in Google Search Console, you’ll discover many questions.
That’s simple. Isn’t it?
But if you cannot find questions from any of the sources mentioned above, don’t worry. It’s not the end.
Tools to Find Customer Questions
There are some fantastic tools to help you find customer questions in no time. Let’s have a look at 4 of them.
7. RankWatch Keyword Research
RankWatch’s Keyword Research Tool is free and offers a comprehensive list of suggested keywords for the root keyword you input.
And it also helps you filter the Top Question Terms out of the list.
You can get all the keywords starting with an interrogative word like who, what, when, etc., in one place.
Along with that, it gives you the search volume, cost per click, and CPC for each question.
Let’s search for questions related to ‘credit card’ using the tool.
It gives you the Total Keyword Question Groups and the corresponding count of each question group.
If you click on any of these Question Groups, you will get a list of keywords starting with that word.
Here’s what we get after clicking on ‘who’:
If you get the hang of using this tool, you’ll never fall short of questions to create content.
WebSignals is a brand monitoring tool that helps you find and analyze your brand’s online mentions across the web.
You can also track mentions of a specific keyword using the tool. For example, ‘Medical Insurance’.
It has a feature to find questions related to the keyword you are tracking.
Go to ‘Questions’ in the left-side panel. You’ll find a list of mentions with a question.
You can click on all the results and find more questions to add to your content strategy easily.
9. People Also Ask
People Also Ask is yet another tool to ease out your search for customer questions.
When you enter a keyword in the tool, it spits out related questions that people are asking about it.
Let’s search for questions related to ‘live chat software’.
We get enough questions to create content for a month or even more!
10. Answer the Public
Next, you can use the Answer the Public tool to find questions. It uses suggestions from both Google and Bing to populate question-based keywords for the entered term.
When you enter a keyword like ‘social media’ in the tool, it displays a circular visual like this:
You can easily identify the questions branching from various interrogative words. That makes it easier to find questions and add them to your content strategy.
You can choose to scan any of the sources for questions or use a tool to speed it up as you wish.
But before you go into creating content around the questions you have gathered, here are some important tips.
Tips to Answer Customer Questions
Remember, simply writing content that answers questions or offers solutions to problems will not serve the purpose.
You need to optimize your content for organic searches, plus offer a good user experience on your site.
Customers should be able to discover answers and solutions easily and quickly. Plus, they should be able to understand it completely.
Here are some tips to help you achieve it:
- Include visual content such as screenshots, gifs, diagrams, etc., if possible.
- Give step by step information for complex questions or problems
- Don’t use technical terms that might be difficult to understand.
- Make your site mobile-friendly so that users can access it easily.
- Provide sharing options to make it easier to share the content.
You can audit your site’s overall SEO performance using the free Website Checker Tool.
Enter your site’s URL and any specific keyword that you wish to track.
The tool will give you a quick and comprehensive analysis of your site’s SEO.
If you find any shortcomings, you can work on them and enhance your site’s organic search visibility.
Now, let’s see how you can create awesome content by answering customer questions.
Creating Content Around Customer Questions
There are two ways in which you can incorporate customer questions into your content strategy.
#1: Create FAQ Pages to List All Questions and Answers in One Place
FAQ Pages are a great way to put together the most common customer questions. If you have fewer queries, you can draft small question-answer pairs and list them.
Otherwise, you can divide the queries category-wise and create separate FAQ pages for each. For example, you have questions related to the trial version of your product or service.
You can create an FAQ page titled ‘FAQs about Trial Version’ or ‘Trial Version FAQs’ and list all the relevant question answers.
If you create multiple FAQ pages, you can link them with each other.
Maybe you can give a heading as ‘Other Useful FAQs’ in the end and list all other FAQ Pages there. Or, you can create tabs for the FAQ categories.
In this way, it would become easier for customers to filter and find answers.
If you have optimized your FAQ pages for the search engines, they can help you drive significant organic traffic.
#2: Publish Dedicated Answers/Guides on Your Blog
Sometimes, you will come across unique and complex queries. They might be specific to a scenario and require a step-by-step explanation.
Now, it might not be easy to answer such questions in two sentences on an FAQ page. In fact, a paragraph would also not do the trick.
The solution? Publish detailed answers or guides to such questions on your blog.
Create original, valuable and comprehensive content that caters to all aspects of a given scenario.
Make it easy for customers to follow by providing short videos or screenshots for every step.
Whether they come across it via organic search or when a Customer Support representative shares it with them, it will benefit them.
Want to make it more valuable? Here’s a secret.
Pro Tip: Link Detailed Answers to the FAQ Pages.
Add the detailed answers and guides to the relevant FAQ pages. It will help your customers get more information, if they need it, instantly.
For example, you can provide links at the end of the answer. Or list the related articles under a separate heading.
In this way, you will strengthen your internal linking structure, which will help improve your site’s SEO.
Don’t Ignore Questions. Answer Them.
Incorporating customer questions into your content strategy is a great way to increase your search traffic, build customer loyalty and satisfaction, uplift your brand presence, and get a healthy return on your investment.
So don’t ignore the questions. Take help from this article to find new questions, and create content answering them.
Were you answering customer questions via your content previously? If not, are you going to add it to your content strategy now?
About the Author
Sahil is the CEO and Founder of Rankwatch – a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.