Companies often create content based on what they think their audiences should know rather than what customers and prospects want. This approach results in content that doesn’t engage and gets ignored. Instead, focus on content that answers their questions, helps them solve their business problems and provides real value. In short, become their go-to resource for solutions.
For example, HubSpot started as a marketing automation platform. The company later transformed itself into a full content marketing hub. HubSpot focuses on creating high-quality, educational content instead of pushing sales. If you’re a marketer, you’ve likely come across the company’s detailed blog posts, free resources and tools. This approach has earned HubSpot a strong reputation as a trusted source for marketing insights and strategies.
Find out what topics and types of content appeals to your target audience. First, review the analytics for your existing content to see which topics and formats are performing well. Look for patterns in what your audience engages with most. Next, ask your sales, support and customer success teams what questions and problems they hear most often. Finally, talk with your customers and prospects to understand their needs and interests. This feedback will help you create content that they value and engage with.
