Whenever readers or workshop audience members initiate conversations and ask questions, it is so much easier to write blog content.

I doubt that is a unique situation.

If you are looking to find more ideas for your content marketing strategy, have you tried mining your organization’s daily customer conversations?

Tap into open-ended customer conversations already taking place with sales, customer service, executives, technical staff, drivers, retail associates, e-commerce and social media staff, market researchers, and any other employees interacting with customers whether in-person or virtually.

Photo by: Seleneos | Source: Photocase.com Photo by: Seleneos | Source: Photocase.com

Additionally, create new opportunities to capture customer conversations through listening posts you create. These are specific interactions you create to capture additional inputs from customers about your brand and its products and services. It could be as simple as actually capturing the feedback from questions you are already having your employees ask customers during routine interactions. It might extend, however, to doing something completely new to find out what customers are asking or saying about your brand.

4 Customer Conversations and Content Marketing Strategy Ideas

How do you turn these conversations into content marketing possibilities?

One way is to think about the conversations based on their nature (statements vs. questions) and tone (positive to negative). Categorizing customer conversations along these two dimensions is a first step toward turning them into content using the matrix below.

  • Positive statements can suggest ways to highlight brand value.
  • Positive questions turn into education opportunities
  • Negative comments are opportunities to anticipate objectives and challenges other customers are facing but not voicing.
  • Negative questions open the door to both process changes to address pain points and update opportunities for what your brand is doing in these areas.


Effectively mining customer conversations sets you up to expand content you can be better assured is relevant to customers and prospects because THEY are generating the topics!  - Mike Brown

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