Creating helpful content that addresses your customers’ pain points is a powerful way to build trust and establish your brand as an authority in your industry.
Let’s look at actionable tips on creating content that solves your audience’s pain points and drives conversions.
To discover your customers’ pain points, starting with a deep understanding of their needs and motivations is important.
Once you have identified your customers’ pain points, you can develop content that addresses their needs and provides practical solutions. This could include how-to guides, case studies, expert interviews, or product demos.
By creating content that speaks directly to your customers’ pain points, you can demonstrate your expertise and build trust with your audience, ultimately driving more conversions and building long-term customer loyalty.
This post is part of a cluster posts series related to “Content Strategy: The Practical Guide For Brand Owners.“
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Customer pain points are specific problems or challenges customers experience when trying to achieve their goals or solve a problem. Identifying customer pain points is crucial for businesses.
It allows them to understand their customers better and create products and services that meet their needs. By addressing these pain points, businesses can improve the overall customer experience, build stronger customer relationships, and increase customer loyalty and revenue.
Helpful content addresses the specific problems or challenges customers face when trying to achieve their goals or solve a problem. By creating content that solves customer pain points, businesses can improve the customer experience and build stronger customer relationships.
Helpful content can take many forms, including blog posts, videos, tutorials, whitepapers, and more. It can address customer pain points such as lack of knowledge or understanding, decision-making, support, trust and credibility, and entertainment or inspiration.
For example, a business that sells software may create a series of tutorial videos to help customers understand how to use its product, addressing the pain point of lack of knowledge or understanding. Alternatively, a business selling outdoor gear may create a blog post that compares and contrasts different products, helping customers make more informed purchasing decisions.
By creating helpful content, businesses can establish themselves as valuable customer resources, building trust and credibility. This can lead to increased customer loyalty and positive word-of-mouth, ultimately resulting in increased revenue and growth for the business.
Content can be a powerful tool for addressing customer pain points and improving customer experience. When creating content, businesses should aim to solve pain points relevant to their target audience and their product or service offerings. Some typical customer pain points that content can help solve include:
Customers are not always clearly aware of their pain points. While some customers can articulate their pain points clearly, others may not fully know their specific challenges or problems. In some cases, customers may be experiencing pain points but cannot identify the root cause or underlying issue.
Customer pain points can be complex and multifaceted, making it difficult for customers to identify and articulate them. In addition, customers may have a set of seemingly unrelated pain points that could be connected at a deeper unfathomed level.
Sometimes, customers may be aware of their pain points but not actively seek solutions to address them. This can be due to various factors, including a lack of time or resources or simply feeling overwhelmed by the number of options available.
Marketers can discover customers’ real pain points through a variety of methods, including:
If you love quotes from people who matter, here are a few about the need for content to solve customer pain points that inspired me:
"Solving the customer's problem should be the focus of any business. When you make solving customer pain points your primary objective, your business becomes customer-centric, and that is a powerful way to build long-lasting relationships with customers."
"If you're trying to solve a customer pain point, don't just address the symptoms, go deeper and address the root cause. By doing this, you can not only solve the customer's immediate problem but also prevent future pain points from arising."
Customers behave in different ways online when looking for faster results, depending on the product or service they are interested in. Here are some common behaviors to look out for:
Several types of content can reassure customers’ pains about getting faster results. Here are some examples:
Many products answer customers’ pain points around wanting faster results … among them is the Neutrogena‘s Rapid Wrinkle Repair range of creams and serums for those concerned with aging faces. But see how cleverly this video creates trust in Neutrogena’s science as it sells the promise of faster results!
Customers behave in different ways online when they want to spend less, depending on the product or service they are interested in. Here are some common behaviors to look out for:
Several types of content can reassure customer pains about spending less. Here are some examples:
This video by Dollar Shave Club speaks to customers for whom the pain point is money – and they want to spend less and get more. The company has posted this amusing video, poking at competitor Gillette’s celebrity spokesman, Roger Federer. It sure makes a convincing case (and profits) by saying why no one should spend more than a dollar for shaving blades!
Customers behave in different ways online when looking for an easier way to achieve what they want, depending on the specific product or service they are interested in. Here are some common behaviors to look out for:
Several types of content can reassure customers’ pains about easier achievement. Here are some examples:
This video from Grammarly is a series of videos that showcases how their product makes life eminently easier for customers … notice how it highlights all the customer pain points before providing the solution, all in a highly engaging way!
Customers behave in different ways online when looking for more safety and security, depending on the product or service they are interested in. Here are some common behaviors to look out for:
Several types of content can reassure customers’ pains about security and safety. Here are some examples:
There are many ways to give customers a solution to their pain points on safety and security … but Kaspersky, the online antivirus software, does it through customer-educative content. Their mantra: more knowledge equals less fear and more trust in a brand … and more purchase action from the customer!
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Customers behave in different ways online when looking for more trustworthiness, depending on the product or service they are interested in. Here are some common behaviors to look out for:
Several types of content can reassure customers’ pains about trustworthiness. Here are some examples:
No brand sells its trustworthiness as well as Toyota does, as this film on its forklifts shows. The film is aptly titled “Trust Toyota Technicians And Their Parts.” Look how well the company’s reliability is presented!
Customers behave in different ways online when looking for more options, depending on the product or service they are interested in. Here are some common behaviors to look out for:
Here are a few ways that customers may behave online when they are looking for more options:
Nike started a 100% customizable shoe line for its buyers under the name NikeiD (now called Nike By You). Watch this video of one thrilled customer doing a fancy “unboxing” of his personally-designed shoes and explaining tips he’d give to other wannabe Nike shoe-customizer crowds! This is the kind of content that excites customers wanting “more options.”
Depending on their needs, customers behave in different ways online when looking for more support. Here are some common behaviors to look out for:
Here are a few types of content that can reassure customers’ pains about support:
For 21 years, Zappos has always put its customers first. When Covid-19 upended our lives, Zappos raised its customer service by several notches. The company ideated and initiated the campaign “Customer Service for Anything” – where Zappos’ Customer Loyalty Team helped people with whatever they needed (not just product-related help) through uncertain times.
Customers behave in different ways online when looking for more transparency from businesses. Here are some common behaviors to look out for:
Here are some ways that businesses can meet customers’ needs for more transparency:
One brand that is known for promising more transparency is Patagonia. As this video shows, Patagonia is an outdoor clothing and gear company committed to environmental and social responsibility. Patagonia provides detailed information about its supply chain, including where materials are sourced and how products are manufactured.
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Some of the most commonly asked questions on customer pain points are listed below … with their quick answers. These are good extra angles from which to understand and solve customer pain points with the right content responses.
Customer pains refer to the problems, challenges, and frustrations that customers experience when trying to achieve their goals or fulfill their needs. On the other hand, customer gains refer to the benefits, outcomes, and rewards that customers receive when their needs and goals are met, including increased efficiency, improved performance, and greater satisfaction. By understanding both customer pains and gains, you can create content that effectively answers both pains and gains.
Common customer pain points of B2B clients may include concerns around the cost and ROI of products or services, lack of communication and transparency from vendors, challenges with implementation or adoption, and a lack of customization or personalization in solutions. Other common pain points may include slow or inadequate customer support, complex purchasing processes, and difficulty integrating new solutions with existing technology.
Use a data-driven approach that considers the impact and urgency of each pain point. You can conduct a customer survey or feedback session to identify and prioritize pain points based on frequency and severity. You can also use customer analytics to identify customer journey pain points causing the most friction or drop-offs. Finally, create content that addresses those pain points in order of priority.
To make your content stand out from competitors’ content in solving customers’ pain points, you must differentiate your brand voice, tone, and messaging. You can also use storytelling, humor, or unique visuals to create a memorable experience for your customers. Additionally, you should focus on providing a unique value proposition that distinguishes your content from others and addresses your customers’ pain points more effectively.
To adjust your content strategy to address changing customer pain points over time, you must stay up-to-date with industry trends, customer feedback, and market research. You can also use analytics and data-driven insights to track your content’s performance and identify improvement areas. Additionally, you should continuously experiment with new content formats, channels, and messaging to stay relevant and address your customers’ evolving pain points.
1. This article explores the significance of leveraging content to solve customer pain points, providing actionable tips to create content that engages your audience and drives conversions.
2. Begin by comprehensively understanding your customers’ needs and motivations to uncover their pain points. Once identified, create content that addresses these specific pain points by providing practical solutions, such as how-to guides, case studies, expert interviews, or product demos.
3. Speaking directly to your customers’ pain points through your content establishes your expertise and builds trust, which can increase conversions and foster lasting customer loyalty.
Branding and content marketing are tough because they require a deep understanding of the target audience, a commitment to delivering high-quality content consistently, and ongoing optimization to remain effective. This is where an expert hand can be invaluable.
With cutting-edge knowledge of the latest industry trends and best practices, an expert can help provide the guidance and support needed to achieve the desired results.
"I am committed to elevating my clients' branding and content marketing to a dominant position because I believe that a strong and distinctive brand identity, coupled with high-quality content, can be a game-changer for businesses. I've done it over and over for 40+ years and 125+ clients."
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Give yourself truly big benefits.
Get my weekly newsletter packed with cutting edge brand content tips, tricks, tactics, techniques, and trends. I scour the Net for you.
Get a free download of my 93-page eBook “BRANDSPEAK” … on how to deploy content marketing for total brand domination.
Just fill in the form to join my community … we have big and small brands for company. You’ll stay on the speedway to growth.
