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How to Use Customer Insight to Create Better Content

by Tom Whatley  |  
December 8, 2016

How often do you look to your customers for a true understanding of their challenges? We collect huge amounts of data on them, but rarely use that data. In fact, only 0.5% of the data available to us is ever used or analyzed according to MIT Technology Review.

The potential insight that data can provide us is going to waste. As Bernard Marr, CEO of Advanced Performance Institute, puts it: "To succeed and grow, a business needs to be able to acquire, retain, satisfy and engage their customers effectively. Customer analytics are vital for assessing how well your business does this."

This notion also applies to your content marketing.

In this article, I'm going to outline what customer insight is and show you how to apply it to your content strategy; I'll also list some tools that will assist you in your efforts.

What Is Customer Insight?

To understand insight, we must understand the data that fuels it. Customer analytics data helps to understand the path your customers take, and insight is what we derive from the data. If, for example, selling something online is your goal, then you should know what your customers did before and after they reached the checkout.

Check out this diagram from Leapfrogg. It illustrates how customer insight applies to different stages of the marketing funnel:

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Tom Whatley is digital marketing manager at marketing solution provider Seraph Science.

Twitter: @thetomwhatley

LinkedIn: Tom Whatley

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  • by Felicia Thu Dec 8, 2016 via web

    Hi Tom, great article with very useful insights and tools.
    I definitely agree with you on the need to have a better understanding and a smarter use of customer data when in comes to content marketing. Here at, we use our own software Content Director (, to understand the needs of our audience and to help create content for every stage of the customer journey. Itís a full content marketing platform that automates content discovery and provides valuable insights about your audience, the topics that matters, and what experts in your industry are saying. Feel free to check it out!
    Thanks again for the post! Felicia, @felicia_ak

  • by Gabriel Sat Jan 21, 2017 via web

    As a marketing student and a youtuber this is great. I'm very curious as to the kind of people who watch my videos (so as to make better content) and I also want to be to be able to do this kind of research as a professional marketer once I graduate. Thanks for the lesson!

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