This article shares Part 1 of a Q&A segment with content marketing expert Belinda Weaver during our May 2026 Content Marketing Friday Forum featuring the latest tips, tricks, frameworks, and more to improve your content strategy for better (and provable) results.

These questions are from you, our MarketingProfs community, who attended Belinda's session and asked what was on your mind.

Check out your questions, answered!

How deeply do you like to profile your customers (both primary and secondary audiences) before creating a piece of content?

I like to go as deep as I can. Voice of customer is something I actually do very regularly in my own business because, especially in the last few years, the landscape is changing really fast. So as deep as you possibly can.

The key for me is understanding:

• What questions they have
• What myth (or false beliefs) they believe that I need to change their opinion on
• What questions they have that may be stopping them from moving forward
• What transformation they want—what do they actually want to happen?

These are the main buckets I'm always trying to understand because that's what helps me design a content strategy. And it's great to be like "My ideal client is Susan, and she's this kind of person, and she drives this kind of car," but I find that's a little distracting. I want to know what their problems are, what they believe, what their objections are, and what they want.

So for me, I'm regularly doing—at least once a year, if not every two—interviews with people I work with or people in my ideal client habitat to reconnect with what they think, what they believe, what they want, but also—most importantly—what they're saying and how they're describing it.

What CTA options would you suggest for buyers who are ready to buy now versus those who are not quite ready?

So, they're at the end—they're actually looking at which vendors they have to choose from and which one they're going to choose. I think it depends on what your product is.

One of the examples I used is to do a demo. If that doesn't fit, give them the option of getting started. You have a primary call to action and a secondary call to action—I'm always trying to scoop people up who are ready to get going. And so, depending on what the product is, you might say "Get started." You might say "Buy now." You might say "Book a demo to see this in action." The core thing is to give them an option to jump straight in.

What is the fastest way to tell if your content strategy has gaps without doing a full audit?

Doing a full audit, especially if you have a lot of content, can be a little intimidating. Take the last 10 pieces of content [you published] and really look at which stage of the buyer decision-making journey it is. Is it problem awareness, solution exploration, solution evaluation, or vendor selection?

And again, most people have content at that front-loading part and nothing at the back end. But whatever you have, you can quickly start to see the gap. Alternatively, you can start to see that some of your content didn't actually get a job—it didn't have a brief.

More often than not, you don't need to do a full audit of every piece of content you've ever created. With the last 10 pieces, or maybe the last three months' worth, the pattern is already there.

The other thing is to always ask if it's something people would actually say—the people who are buying your stuff, is that something they're saying or is that something you're saying? Because more often than not, we are so close to what we do that we are using jargon and language and it's all inside out. And so you have to just take that beat and go, "Is anyone actually talking like this except for us?"