Using Customer Feedback For B2B Content Creation

In the B2B world, understanding customer needs is crucial for your success. And if you are creating content (as you should be), using customer feedback for B2B content creation is essential. 

Today we are covering everything you need to know about customer feedback and how it can help with your B2B content marketing. This includes why customer feedback matters, different ways to gather it, and how to implement it into your content. Keep scrolling for your actionable guide!

Why Customer Feedback For B2B Content Creation Matters

Gathering customer feedback gives you a proven source of the kind of content your audience needs. For B2B companies, this is essential for a few reasons. 

Satisfies Informed Buyers

Your typical B2B buyer usually does extensive research before making purchasing decisions. This means they have highly specific questions. Content that directly addresses these questions (as well as any needs or concerns they might have) will naturally perform better.

Builds Trust And Authority

Quality content is generally highly effective in establishing your brand as an authority. This builds trust over time. Because B2B products and services are usually on the expensive side, this trust in your brand is even more essential. 

Increases Customer Retention

All consumers want to be listened to. Engaging with your existing customers through valuable content strengthens relationships and encourages loyalty. By using their feedback, you show customers that you value their opinions. As a result,  people are more likely to continue working with your business.

Improves Content Quality

Ideally, all of the content you create should be helpful, relevant, and actionable. Still, even with how important that is, that can be a difficult target to hit month after month. Taking customer feedback seriously helps. With feedback (and implementation into your content), you are more likely to consistently create something your audience wants to hear about.

How To Gather Customer Feedback For B2B Content Creation

To get started with incorporating customer feedback, you first need to collect insights from your customers. Here is a quick rundown of five different ways to do that:

• Customer Surveys: These are an excellent way to gather structured feedback from customers. Tools like SurveyMonkey or Google Forms make it quite easy.
• One-On-One Interviews: While more work, interviews are a great opportunity to talk directly with your audience. They also give you a chance to ask follow-up questions and receive in-depth feedback.
• Social Media Listening: Monitor social media channels to see what your audience is saying about you. These are often a goldmine of customer opinions and discussions.
• Analyze Customer Support and Sales Interactions: Your customer support and sales teams have first-hand knowledge of common customer questions and concerns. By reviewing support tickets or sales call notes, you can discover common issues that your audience faces.
• Use Website Analytics: Consider utilizing tools like Google Analytics, Hotjar, or Crazy Egg. They can reveal which pages get the most engagement and where users spend the most time (as well as the places they tend to drop off).

7 Ways To Use Customer Feedback For B2B Content Creation

By following the steps above, you should start to gather a fair bit of customer feedback. Let’s now explore how you can use this customer feedback for B2B content creation.

1) Address Common Pain Points Directly

This first tip is applicable to every kind of content you might create. Everybody in your audience has things they are trying to fix. By addressing these “pain points” directly, you help them solve their problems. They are more likely to continue listening to you as a result.

2) Develop FAQ-Driven Content

Your FAQ’s are one of the most important types of content you can create. That’s because they work to reassure potential customers and reduce friction in the buying journey. And if you take these FAQ’s and turn them into content like blog posts, videos or infographics? You are guaranteed to make more sales.

3) Create Case Studies Based On Customer Success Stories

Every B2B company has stories of successful customers. Making an effort to gather these stories is well worth it because case studies are some of the most effective examples of social proof. Be sure to use direct quotes and real feedback – these can be extremely persuasive to people thinking about buying.

4) Target Different Customer Personas

The feedback you gather should reveal certain similarities among your customers. Likely, out of everybody you serve, there are two or three typical types of buyers. By noticing these patterns, you are able to create buyer personas. This makes it much easier to create targeted content for everybody in your audience.

5) Develop Product Usage Guides Based

Regardless of how much explaining you do before a purchase, people will still have questions about your product. Customer feedback often highlights areas where customers struggle with understanding. You can use this information to create how-to guides or explainer videos. This helps users get the most out of their purchase.

6) Create Thought Leadership Content

Customer feedback inevitably helps you spot patterns. What are the concerns that your audience has? What bigger issues in their life do they think your product or service will help them solve? These are all insights that can help you identify wider trends in your industry. You can then use this “insider knowledge” to create thought leadership pieces around them.

7) Share User-Generated Content

Lastly, user generated content is some of the most valuable content you can have. That’s because people trust actual customers more than the companies they bought from. The first step to getting UGC is to encourage customers to leave it. After that, you can repurpose it to create posts or testimonials. And once you have this content, be sure to promote it anywhere you can!

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