Finding a knowledge gap is key to creating

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Research Method 1: Talk Directly With Your Customers (And Interpret Their Stories) useful content that people will want to share. To do that, the Mailshake team got real customers on the phone to talk about their eperiences. Every time, they said, “Walk me through your process.” Doing so let customers eplain what they did — and made it easier for Mailshake’s team to see where potential customers needed the most help.


After the calls, they compared notes and shared call recordings south korea cell phone number list to identify common threads. It was through this process that they discovered their customers’ “biggest bottleneck”: actually writing cold emails. Research Method 2: Dig Through Support Tickets and Help Inquiries In addition to sitting in on customer support calls, the Mailshake team got access to support ticket history in their Help Scout account.


Then, they typed in one word: “trouble.” As it turns out, customers searching with “problem” as one of their keywords are often eperiencing a problem with the company’s software. But customers who used the word “trouble” as a keyword often needed help with a process — which is eactly what good content addresses. content marketing roi 3 By searching for phrases that included “trouble,” the Mailshake team quickly found a list of phrases customers used when they struggled with some part of their job.