3 Steps To Creating The Exact Kind of Content Your Customers Love


content your customers love


Do you sometimes wonder why people are not engaging with your content?
Are your customers sharing your content?
If your answer to the questions above is No, then it means only one thing…
You are not creating the kind of content your customers love.
It is sad.
Content your customers love
This explains the reason why content marketing is not effective for some business owners.
The content marketing institute report revealed that only 30% marketers reported that content marketing is effective.
content your customers love
The fact that you are creating content and you are not getting results does not mean it is not effective.
It was Andrea Fryrear who said “Our job is not to create content. Our job is to change the world of the people who consume it.”
Is your content changing the world of your customers?
Content marketing is effective!.
Hubspot report on creating content revealed that companies that published 16+ blog posts per month got almost 3.5x more traffic than companies that published between 0-4 month posts.
Not only that, they also generate about 4.5x leads more than companies that published between 0-4 monthly posts.
The statistics above showed that companies that create content reap the biggest rewards in terms of website traffic and leads which can also result in sales over time.
So, how do you create the exact kind of content your customers love?
Below are 3 steps to creating the kind of content your audience loves.

Step 1. Create a marketing persona

According to Ardath Albee, “A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.”
The first step to creating the content your customers love is to create a marketing persona. A marketing persona is the same thing as buyer persona or audience persona. This will help you to produce the content your customers love.
Below are benefits of creating a marketing persona:
  • It helps you to understand your customer’s buying behaviors
  • It helps you to create quality lead generation
  • It gives insights for prospecting, targeting, and advertising
  • It helps you to create content that meets the needs of your audience
  • It humanizes a collection of abstract data.
According to a case study carried out by MarketingSherpa.com, the buyer persona created add a 900% increase in the length of visit, a 171% increase in marketing -generated revenue, an 111% increase in email open rate, and a 100% increase in the number of pages visited.
content your customers love

Components of a buyer persona

A buyer persona contains the following information about your customer:
  • Name of the persona
  • Job title
  • Age
  • Gender
  • Salary/income
  • Location
  • Education
  • Family
  • Challenges/pain points
  • Hobbies
  • Blogs they read, etc.



How to create a buyer persona

The information above represents your ideal customer. You will fill in the gap for the details above. But first, you need to get the details ready.
The question is how do you get the information needed?
Below are reliable sources of information for the audience persona:

Website analytics

Your website analytics shows where your visitors are coming from, the keywords they used to locate you and the length of time spent on your website. If you use Google Analytics, navigate to the audience section to see some of the information you need.
content your customers love
It shows the demographics (age, gender), the interests, Geo (Language and location), behavior (new and returning visitors, frequency, engagement), Technology (browser & OS, network), mobile, etc.
For the remaining information that is not available in Google Analytics, you can use the methods below:

Customer survey

You can choose to call your existing customers and ask them one on one. If you don’t have any customers, you can send emails or survey forms to your subscribers and social media followers. Tell them you are carrying out a research that will help you to serve them better.


Another way you can get the audience buyer information is by conducting an online research on your ideal customers. Develop an ideal image of your customer in your mind. Then, search publications, websites and social media for relevant information about them.
Once you have all the information you need, it is time to create the avatar. Luckily, you don’t have to stress yourself to do it. There are many templates and tools you can use online. All you need is to download and customize to your taste.

Audience Persona Templates

content your customers love
content that customers love

Step 2: Solve your customer’s problem

The only thing your customers care about is how to solve their problems. If you can create content that will solve their problems, you will succeed.
So, how do you know the problems your customers are going through?

Use keyword research

Keywords show you what your audience is searching for online. Some of them are using terms and keywords that can solve their problems.
For instance, an obese person is likely searching for “how to lose weight”.
So, how do you discover these keywords? This is where keyword research comes in. There are lots of free tools you can use to discover these terms, such as:
You can use the above tools to search for keywords related to your niche, product or services. Add these keywords to your content.

Use social media tools

Chances are that your audience uses social media. It is a place where people discusses several issues including their problems.
You can easily discover their pain points through this medium. Search for your audience on Facebook, Twitter, Linkedin, Google+, Reddit, Quora etc.
On Facebook, you can search Groups and Pages of relevant companies in your niche.
You can do a general search on Twitter using the search box. LinkedIn has a lot of groups for various industries, searching through relevant groups will unearth your customer’s pain points.
Google+ has a lot of communities you can explore.

Know what your customers are reading (Publications, Magazines, Reddit, Quora, etc)

Reading what your customers are reading will give you insight into what they want to learn. This will enable you to tailor your content, products, and services to suit them.
There are many publications online for different industries. You can search it out on Google.
Quora and Reddit are a great question and answer communities that provide insight into the questions your audience is asking. You can search for your niche and read their questions.
You can use these pain points to create relevant content that your customers will love to read.
For example, as a content writer, I discovered the pain points of my audience by reading a report (publication) from content marketing institute b2b marketing. It states that the challenges of my audience are:
content your customers love
  • Producing engaging content
  • Measuring content effectiveness
  • Producing content consistently
  • Measuring the ROI of content marketing program
  • Lack of budget
  • Producing a variety of content.
Above are what they are their pain points.
It is now my responsibility to create content that teaches them how to overcome the problems above. In so doing, I can pitch my content writing services to them.

Step 3: Leverage your customer’s emotions

When you create content that leverages the emotions of your customers, they will engage with it and share it. They will simply fall in love with it. This kind of engagement will help you to increase your ROI, readership and build your brand.
In the beginning of this content, I made a reference to a quote by Andrea Fryrear that said “Our job is not to create content. Our job is to change the world of the people who consume it.”
How do you change the world of the people who consume your content?
How do you make them love your content?
One of the best ways is to leverage on their emotions.
Upworthy, a media company invested in emotional click bait greatly and received 90 million page views in November 2013.
The question is…
How do you leverage on your customer’s emotions to make them fall in love with your content?
There are four major types of emotions you can use to make readers fall in love with your content.

i.    Joy

Everyone loves to be happy. We love to be joyful. If you can create a good content that can elicit the emotion of joy in your readers, they will fall in love with your content.
It will make them laugh and share your content with friends and family on social networks.
How do you incorporate this emotion into your content? You can tell a story that triggers the joy emotion. It will make them laugh.

ii.     Fear

Fear? You mean fear can make people fall in love with your content? Yes, it can. It will amaze you to know that everyone is afraid of one thing or the other.

Nobody wants to make mistakes in life. They are keen on reading and sharing contents that evoke fear. For instance, Carol Tice wrote an article titled “Clients from Hell: quick ways to spot and avoid them

Any writer who reads the headline will quickly want to read the content. It is scary!  No one wants to work with clients from hell.

iii.   Anger

 Berger and Milkman’s research showed that content that makes readers angry is 34% more likely to be featured by the New York Times most-emailed list than the average content.
The fact is, content that generates anger challenges beliefs, opinions and assumptions. So, people will always want to read such content.

iv.    Surprise

The fourth emotion is surprise. People love content that takes an angle of surprise.
Content that discusses what they are not expecting. Such content snaps readers out of their zombie-like zone. It shocks them with new information, trends, stories, etc.


Above are the three steps you need to create content your customers love. It is easier than you think.


  1. Hi Hephzibah,

    First off, I want you to checkout you starters again and edit

    Do you sometimes wonder why people are not engaging with your content?
    Are your customers sharing your content?
    Is your bounce rate high?
    If your answer to the questions above is No,…

    I think “No” should not be the answer to all the questions. For instance, high bounce rate in the context it is used should have a “yes” answer… you get my point 😉

    On the steps of creating the exact kind of content that customers love, I agree with each of the three steps. Step number 3 is my best takeaway because it dealt with the fact that we must leverage on certain emotions of the audience to garner their attention. The steps are practicable!

    Thanks for sharing!

  2. Hi Hephzibah,

    I am sure that every content marketer must increase the worth or value of the content to the audience. In other words, the worth of the content to the audience must be increased so they can click and take action.

    The steps you have shared are in order. I am sure that many who have not been considering the best way to deliver content would appreciate this post.

    Thanks for sharing this well-researched post1

  3. Hi Hephzibah,

    I want to align my thoughts to that of @sunday shared above. Please ask the moderators to make the corrections.

    Every audience would love a content that solves his/her problem. I am glad this point is included among the 3 steps.

    The skill of understanding and addressing the pain points of the audience should be honed effectively by every content marketer!

    This is an awesome post, Heph!

  4. Hi Hephzibah,

    Very informative. I like how you showed to finding your customers hot buttons and using the 4 emotions to get your content read and shared.

    This shows how to write for your readers instead of the old outdated way of writing for the search engines.


  5. Hi Hephzhiba
    This is a wonderful post! I have bookmarked this for further reference as I can see by your explanation that a buyer persona is quite essential for effective communication as well as marketing.

    Although I have a mindfulness of the kind of people I am talking to in my videos and articles, I shall use your suggestions to create a more specific persona and avatar.

    Many thanks

  6. Hi Hephzibah,

    It’s obvious from reading this that you put a good deal of time writing it. It also looks very well researched.

    The links you also included to further reading helps a lot.

    I love the quote you shared by Andrea Fryrear:

    “Our job is not to create content. Our job is to change the world of the people who consume it.”

    Thanks for this well researched and helpful post.

  7. Hey Hephzibah your post is most awesome. Creating buyer persona, meeting the needs of the audience and addressing the emotions of the audience are vital steps to making a content great.

    Customers should be made to understand that their needs are met by content.

    I will bookmark this post for future reference!

  8. Hi Hephzibah,

    I love reading this type of content. Its not only informative but its actionable.

    Yes, creating the kind of content that the customers want is easier than we think. However, what it more difficult is the will to put the steps into practice.

    The report that only 30% of the content is effective is something to worry about.

    As content creators, we must avoid being in the 70%. My best takeaway from this post is how we can use social media, keyword research and other tools to solve customers problem with content.

  9. Hi Hephzibah,

    A great post is this! My best takeaway from it is this:

    When you create content that leverages the emotions of your customers, they will engage with it and share it. They will simply fall in love with it. This kind of engagement will help you to increase your ROI, readership and build your brand.

    The place of emotions must be emphasized to content creators so they begin to understand that the audience accepts those who empathize with them.

    Thanks for sharing!

  10. Hi Hephzibah,

    I am not sure if I am allowed to share a video on my blog. I don’t think it is against the rules and it relates a lot to your article.

    In the video, Jay Abraham talks about using Amazon book reviews to find information about the customers, their emotions, their pain points etc…

    For instance say you are looking for customers who want to lose weight.

    If you search for weight loss books and look at the reviews you can find a vast amount of relevant information.

    For instance, people leaving negative reviews are often frustrated and going to talk about their pain points and how the book didn’t solve their problems.

    Positive reviews are going to talk about how the reader is happy and list the problems that were solved.

    Very often, you can get information to create a customer persona too. Are most of the reviews women?

    Do they talk about children? What they do for a living? Are they working full time and trying to earn a second income?

    There is so much information you can find to relate to your niche audience from these Amazon reviews.

    If you wan to see the whole video, I have it on my blog:

    BTW Hephzibah, I loved your article and bookmarked it for future reading. You have some solid points on creating engaging content.

    You are a very talented writer.

    Have a great week Hephzibah!

    Take care,


  11. Hi Hephzy ,

    I think that mastering the four major emotions to create the exact kind of content for customers is awesome. One needs to ensure that the emotions are triggered for reactions.

    Leveraging the customer’s emotions surely blends with the quote by Andrea Fryrear that “Our job is not to create content. Our job is to change the world of the people who consume it.”

    I guess that we truly need to ensure that the customer is made to ‘feel’ in order to take action.

  12. Hi Hephzibah,

    Creating the kind of content that customers love should be priority but its that simple. Even with the above steps you have shared, it is important that the content marketer be willing to make an impact.

    Ours goals must be stronger than the reality on ground. The content that would be loved is that which points out more true value for the creator in context, words, design and promotion.

  13. Customers would always love any content that solves problem for them. The type of content that can achieve this is that which helps them save time, save cost and improve productivity or sales.

    So, while content marketers must embrace the above steps, it is also important for them to ensure that customers are provided with ideas and instructions that would help them!

  14. Hey Hephzibah,

    One of the best ways to create content that your customers love is to use analytic tools!

    This is crucial, and it’s something I became more serious about within the last couple of years.

    It does help you have laser focus on which customers would highly be interested in your content and I’m glad you mentioned Google Analytics here!

    It has saved me a lot of trouble of figuring out what angle I should take when it comes to my blog and who I should promote it to!

    Thanks for the share!
    Sherman Smith recently posted…Boost Organic Traffic Through Keyword Placement And Analytic ToolsMy Profile

  15. Hello Hephzibah,

    What you have here is a very detailed and well provided article. I love all the images you’ve added to make this content stand out.

    Understanding exactly what customers/visitors want will go a long way to keeping people visiting your content to stay. I do enjoy using Google Analytics to analyze what my visitors are doing when visiting my blogs. It helps to analyze ways to keep them more engaged, stay there longer, and also click on more content on your blog.

    Thanks for Sharing