7 min. reading
Author: Kuba
❧ How to Generate Marketing Content Ideas? A Practical Guide for Business Owners (Including SaaS)
In today’s information-saturated world—especially in the SaaS industry—standing out is no easy feat. Competition is fierce, and capturing customer attention has never been harder. Many business owners face a tough question: Where do you find valuable and engaging content ideas?
The answer might surprise you: Just listen to your customers 💁🏻♀️
Gut feelings and creative brainstorming alone won’t cut it. In this article, we’ll show you how real conversations with your customers can become your most valuable source of inspiration ✨
❧ Why Guesswork Doesn't Work: Content Ideas for Social Media and Your Website
It’s tempting to rely on your own assumptions. After all, you know your product inside out. But if your content is based only on your own perspectives, you risk disconnecting from reality. 🙈
For example, you might think a particular software feature is essential and dedicate an entire article to it. But if your customers see it as a minor detail and are more interested in something else, your content falls flat. You waste time, effort, and resources on content that doesn’t resonate.
Basing your content strategy on guesswork is a risky move. If you don’t address your customers’ real pain points, you’re not just missing engagement—you could be losing their trust and loyalty.
Imagine pouring your heart into an in-depth guide about your product’s advanced features, only to see minimal engagement. Why aren’t people appreciating your hard work!? 👀
If you had asked them beforehand, you might have discovered that they needed a beginner-friendly guide instead. Sometimes, less is more!
❧ Why Talking to Your Customers is the Key to Effective Marketing
👉🏻 One-on-one conversations with your customers are one of the most powerful tools at your disposal.
These interactions allow you to build real relationships and uncover insights that analytics and online surveys simply can’t capture.
Through direct conversations, you’ll learn not just what’s working but also what needs improvement. You’ll discover how your product fits into their daily workflow and what challenges they face. These moments make customers feel truly heard 📞
Ask yourself:
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What do they value the most?
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What makes them happy?
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What frustrates them or needs further clarification?
These conversations reveal hidden customer needs—ones they might never mention in a survey. Treat them as an investment in your product development and communication strategy. Every piece of customer feedback is an opportunity to improve your product and create content that genuinely resonates with your audience.
❧ How to Conduct Customer Conversations That Drive Your Content Strategy
Want to get the most out of customer interviews? 🤔
It all starts with the right approach. Below you'll find some essential steps to ensure your conversations yield valuable insights.
❧ Choose the Right Customers
Not all customers will provide equally valuable insights. Avoid interviewing new or inactive users.
Instead, focus on engaged customers—those who actively use your SaaS platform, product, or service. These are the people who truly understand how your solution fits into their workflow, what problems it solves, and where it needs improvement.
❧ Ask Open-Ended, Thought-Provoking Questions
The best questions encourage customers to share their real experiences and go into detail. Let them talk freely. 🏊🏻♂️
Try asking:
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What was the biggest challenge when implementing our software?
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How has our solution helped you in your daily work?
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Was there anything that made your experience more difficult? What was it?
Avoid closed-ended questions that can be answered with a simple "yes" or "no." They rarely lead to meaningful discussions 😉
❧ Listen and Take Notes
Your main job during these conversations? Listen. Take notes. Don’t interrupt. Give customers the space to share their thoughts freely.
The most valuable insights often emerge when customers feel comfortable and unhurried. You might uncover needs, concerns, or ideas they’ve never mentioned before.
Also, resist the urge to guide their answers. Let their thoughts flow naturally 🗣️
❧ Turning Customer Insights into Engaging Content for Social Media and Beyond
Once you’ve gathered insights, it’s time to analyze them. Look for recurring themes—these will highlight what truly matters to your audience 🗝️
These insights are not just valuable for product improvements; they’re also a goldmine for content creation. You can use them to craft blog articles, guides, social media posts, and even marketing campaigns that address real customer concerns.
❧ Leverage Customer Feedback for Maximum Impact
Customer conversations don’t just provide great insights—they also build loyalty. When customers feel heard, they’re more likely to stick with your brand. This also increases the likelihood of getting positive reviews!
Customer reviews are a goldmine for content marketing. Whether they’re on Google, your website, or social media, they can be repurposed into case studies, blog posts, and even video content.
❧ How to Turn Customer Conversations into High-Impact Marketing Content
Now that you’ve collected valuable insights, it’s time to take action. Here’s how to transform this information into compelling marketing content:
📝 Write Blog Posts
Customer conversations often reveal common challenges. Address these pain points in blog posts using real customer language so they feel truly understood.
Example: If customers frequently mention struggling with time management, create a blog post with practical time-saving tips ⏱️
♻️ Repurpose Content Across Channels
One blog post can fuel multiple content formats across different platforms.
Extract key insights and repurpose them into:
- Social media posts
- Infographics
- Stories
- Reels
- Newsletter content
This strategy ensures your message reaches a wider audience in a format they prefer.
🎥 Create Engaging Video Content
Video is one of the best ways to engage and build trust with your audience. Consider creating a customer success story video, showcasing how your solution helped them overcome a challenge 🛣️
Authentic customer stories inspire and resonate with potential buyers 👏🏻
🎙️ Host a Podcast
Podcasts offer an excellent opportunity to explore your product’s real-world applications while building brand authenticity.
If you have a podcast, invite customers to share their experiences. Let them explain how your software has impacted their business and the benefits they’ve seen since using it.
❧ Real-World Examples of Customer-Driven Content Strategies in SaaS
Top SaaS brands already use customer conversations to fuel their content marketing strategies. Here are a few examples:
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Moz
Moz, an SEO platform, uses customer feedback to shape its blog content and webinars. They regularly host online events discussing topics their customers care about, strengthening trust and engagement.
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Shopify
Shopify consistently engages with its users to understand their pain points in e-commerce. They then create case studies and videos showcasing real success stories, reinforcing the value of their platform.
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Intercom
Intercom, a customer communication tool, turns customer insights into case studies and blog articles, showing how businesses benefit from their software. This approach helps attract new customers by demonstrating real-world impact.
❧ How to Generate Engaging Content Ideas for Your Brand? Final Thoughts
Now you know where to find marketing content ideas—no more excuses for creating content that doesn’t resonate. 😁
Remember to:
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Choose the right customers for interviews
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Ask open-ended questions
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Listen carefully and take notes
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Turn insights into content tailored to your audience’s needs
In marketing, listening is often more powerful than speaking. So stop guessing—start listening, take action, and watch your content become more effective than ever! 💪🏻