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Customer pain points are issues that current or prospective customers may encounter with a product or service.
Identifying and preemptively addressing customer pain points is a fantastic way to take your content marketing to the next level by supporting customers — before they encounter a potential issue in the first place.
Let’s take a closer look at how to address customer pain points throughout each stage of the customer journey.
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Each stage has its own particular pain points no matter what product or service you’re offering.
Creating high-quality content that addresses concerns before they arise can make your brand stand out.
Let’s take a look at some of the potential customer pain points at each stage of the customer journey and how to create content that supports your customers.
The most common pain points at the awareness stage, when customers are just learning about your brand, are:
That means part of your content marketing strategy for this phase should be to educate without being overly salesy.
Focus on content that helps them identify the problem rather than pitching your product.
This could include anything from simple tips shared on social media or in a blog post to explainer videos that walk them through the underlying problem’s cause.
Example: A brand that sells eco-friendly bamboo pillows. Here, a customer pain point at the awareness stage could be experiencing a lack of sleep. So, a possible blog that addresses this could be: 5 Reasons Why You’re Always Tired (And What to Do About It)
At this point, the user is aware of a solution, but they’re not quite sure which brand or company is offering the best options.
Some common pain points at the consideration stage are:
It’s up to you to provide the clarity customers are looking for.
Position your product side by side with competitors. Use comparison charts and product guides to help inform users of the unique benefits of your product and why it stands out.
Example: Going back to the example of an eco-friendly pillow brand, a blog post that addresses consideration stage customer pain points could be: How Our Luxurious Bamboo Pillow Stacks Up to Competitors + Infographic.
When a customer reaches the decision stage, they are aware of the problem and know there are at least a few brands with solutions available, and now, it’s time to decide.
In the decision stage, they are facing customer pain points such as:
This is where it’s important to make it as easy as possible for them to take action.
That means, minimizing risks by educating customers with your content marketing, such as by sharing product demos and highlighting reviews, case studies, or testimonials to make sure your CTAs (calls to action) are clear and actionable.
Example: With the example eco-friendly bamboo pillow brand, you might share a blog post or landing page that highlights multiple positive reviews from customers: Read how [brand] eco-friendly bamboo pillows helped [customers] get a better night’s sleep!
During the retention stage, content marketing aims to encourage new customers to become repeat customers.
During the retention stage, potential customer pain points include:
Depending on what you offer, your content should walk them through how to get started with their new product, as well as continue to deliver value long after the purchase was made.
Example: To go back to our bamboo pillow example, you might offer a set of onboarding emails with tips on how to get a comfortable night’s sleep, and even reference other products your brand offers that may be beneficial for them.
This stage is a fantastic goal to aim for with content marketing. When a customer reaches this stage they’re establishing brand loyalty and now want to recommend and share your product!
In the advocacy stage aim to address potential customer pain points like:
Here again, you want to make it as easy as possible for them to share their experience, and make them feel valued and appreciated for doing so.
Example: In this instance, you could include an email as part of your onboarding series that encourages customers to leave a review or recommendation.
Depending on which stage of the customer journey they’re at, customers will respond differently to content across channels.
So far, we’ve talked a lot about the different stages of the customer journey and how to match your content marketing to where the customer is at in addressing customer pain points as part of their decision-making process.
For your next steps, take the time to map out the customer journey and tailor it to your brand.
Outline the stages that your customers go through. If you’re not sure, use customer research tools like surveys, interviews, and data analytics to see what they’re struggling with.
Next, review your current content. Where possible, match it to the different points of the customer journey. There may be content that doesn’t really align with anything. If that’s the case, think about how it might be able to be repurposed across the content marketing funnel or revised to fit the different stages.
Start small but think big. Focus on a single pain point and craft content around this issue. Then expand to cover all stages. With this strategy in mind, content marketing doesn’t have to feel overwhelming. Even the customer journey begins with a single step.
Addressing a prospect’s pain points and then meeting them where they are with content marketing tailored to their situation is key to guiding customers throughout the customer journey.
Further, demonstrating awareness of customer pain points makes your brand stand out by addressing potential issues customers may face before they occur.
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