A Guide to Creating Compelling Content from Customer Feedback

Creating compelling content is an essential part of building an effective online presence, but what does 'compelling content' even really mean?

  • 24 Sep 2018
  • Advice, Copywriting
A Guide to Creating Compelling Content from Customer Feedback

We've all seen 'create compelling content' referenced in an abundance of articles and blog posts advising how to grow an online empire, but what does that actually mean? What does it take to create content that is genuinely compelling? Well, somewhat frustratingly the answer will be a little bit different for every business. BUT we're not going to leave you hanging because there is one thing that every business will benefit from: customer feedback!

Identify Common Themes

Reading customer feedback is always an illuminating experience. It shouldn't be long before you start to see some commonalities that, with a bit of creativity, can be transformed into content that will set you apart from your competition. These commonalities might be complimentary but they also might... well, not. If it's the latter, take a breather before responding. Avoid saying something in the heat of the moment because all you'll be left with is an aftertaste of regret. And it's so not worth it.

If your audience is telling you that you're doing something right, this gives you a certain level of authority that you should be capitalising on. So, depending on what they're telling you, you could write an article called "10 Things Customers Want from Customer Service Teams" or "What Vegetarians REALLY Want to See on Restaurant Menus *Spoiler it's NOT Risotto*"

Alternatively, if you're seeing your customers raising the same issues, put together a blog post detailing how you're going to fix things. Ultimately your audience will appreciate you owning your mistakes and publishing a post called "8 Things We Learned from Our Audience" will demonstrate that you do care about your customers. Just remember, you've got to really mean what you say. Your audience will be able to tell if you're faking it just to get them back on board.

Utilise Terminology your Audience are Using

OK so this point comes with a bit of a warning, which is 1. Don't be patronising and 2. Don't try too hard because you might end up embodying that Steve Buscemi 'how do you do fellow kids' meme. If that's your brand then you do you, but if you don't want to make your audience cringe, tread carefully.

To illustrate what we really mean here, let's say you sell audio equipment. If your customers are using the term "sound" over "audio", doing the same will make your content sound (ha, sorry, no pun intended!) more familiar and therefore more accessible and relatable. Which is definitely what you want.

Seek to Provide Value and Actionable Solutions

Ultimately audiences want to read valuable content. They might be looking for something informative, entertaining, or just generally interesting but whatever they want, you need to know how to give it to them. It might help to first think about the questions your customers want answers to. From here you can create content that answers those questions individually. If you do a good job, they'll continue reading, follow you on social media or, at the very least, be more likely to return in the future.

Want us to deep dive into the kind of content your audience want to see from you? Give us a shout!