Why Focus Marketing Content on Customer Pain Points?

Focusing on common complaints and sharing problem details and solutions can be a starting point for creating resonant content.

Pain points are, quite literally, the problems that can really make customers crazy. They are the inconveniences and inefficiencies that get in the way on a regular basis. These can be either external or internal factors, but there's usually a solution that can be achieved internally, which is why these issues can be so frustrating. There is always an ongoing search for best practices, information, and tools for alleviating pain points, which is why creating content around relevant solutions opens avenues for communication with potential clients.

Generating content that attracts and engages can be an enormous challenge marketers face on a regular basis. There are myriad ways to go about sourcing this content, starting with identifying audience interests. These can lead directly into the basic reasoning behind how people either spend money or their attention, an even more competitive landscape.

There are two reasons people spend money: to avoid pain or pursue pleasure. The human survival instinct dictates that human beings prioritize activities to avoid pain, and even though there is complete awareness of the pain, conceiving applicable solutions can still prove quite difficult. The bigger the problem, or pain that it causes, the more demand for a solution and higher chance of successfully offering a solution based on the specific information provided. The offered solution, ease of implementation, and overall effectiveness can determine whether this audience member could become a paying client.

For most customers, the fear of loss or a missed opportunity far outranks the hope for gain. Pain points apply here because these issues prevent optimal performance in their day-to-day just because they persist. Referring to pain identifies with the clients' interests and goals, grabbing their attention by resonating with their experience.

When creating content, look for the pain. Identify the common issues and complaints from existing customers. These instances they found uncomfortable, frustrating, and annoying are content inspiration, because pain points rarely exist in singular circumstances. Clearly defining the issues, but keeping it adaptable to a variety of situations, is just as important as sharing the solution. In addition to sharing the problem details and the working solution, sharing the attempted workarounds, whether they were temporarily successful or not, can be of interest. The experience alone can be a driving factor to initiating new client conversations, especially when the content solutions point to the relevant lines of business. 

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Meghan Fishburn

SVP, Client Strategy

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