Why focus content on customer pain points?

Annie Cederholm
by Annie Cederholm
Digital Strategist

Why focus content on customer pain points-v02

Pain points are, quite literally, the problems that can really make clients crazy. They are the inconveniences and inefficiencies that get in the way on a regular basis. Stemming from external and internal factors, there's usually a slightly elusive solution, making them that much more frustrating. The search for best practices, information, and tools for alleviating pain points is typically ongoing, 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 for marketers on a regular basis. There are a myriad of 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 time, an even more competitive landscape.

There are two reasons people spend money: to avoid pain or pursue pleasure. The human survival instinct prioritizes activities to avoid pain above all else. However, even when awareness of the pain exists, conceiving applicable solutions can still be elusive. The bigger the problem, or resulting pain it causes, the more demand for a solution and the higher chance of successfully offering a solution when specific information is provided. The solution, ease of implementation, and overall effectiveness will determine whether this audience member could become a recurring client.

For most clients, the fear of loss or missed opportunity far outranks the hope for gain. These are considered pain points as well because these issues prevent optimal performance in their day-to-day just because they persist. Referring to this 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 clients, these uncomfortable, frustrating, and annoying instances 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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