Sometimes the best B2B content strategy may start with a report from the group who answers your clients’ calls for help.
Lessons from treasury management product management
As a product manager, one report I’d look at was service call data from commercial (B2B) clients in treasury management. From that chair it’s one way to spot trends or hot-spot issues clients may have with your product or service.
Side note, from experience: If you can graph service call reasons, patterns will emerge. This kind of data will likely be downloaded into a spreadsheet, so a visual is ideal if you can get it.
From a different point of view, though, that same data can also show where you have content gaps. For example, what are the top three reasons clients are contacting the support team?
Then consider: could one piece of content eliminate some of these calls?
Repeated questions are a prime target for B2B content ideas
It may be a clearer user guide. Or 1-2 new entries in the FAQ. Maybe it’s a short how-to video. Or better messaging in your app or on your website.
I don’t believe in creating content for content’s sake – especially if you’re in an environment where content has to be reviewed and approved by committee. But content that can reduce customer frustration? Or lowers support volume, which in turn saves money? That’s content with a measurable return.
Marketing calendars have their place, but sometimes the best content strategy may start with a report from the group who answers your clients’ calls for help.
If you’re seeing the same questions week after week, there may be a communication opportunity hiding in plain sight. I’d be happy to help you find it – contact me!
