Content strategy
How to choose customer questions worth answering
Find the overlap between customer intent, your brand’s knowledge, and a useful next step.
Listen before you make a list
Begin with the wording customers actually use. Conversations, community questions, search queries, and existing pages can reveal what someone is trying to understand. Preserve the context: a purchase question and an account-support question may need very different responses.
Name the reader’s decision
Write down what the reader should be able to understand or decide after the article. A broad topic becomes more useful when it is tied to a specific customer decision. The goal gives you a way to judge whether each section earns its place.
Ask what your brand can contribute
Look for relevant product knowledge, practical experience, approved sources, and a point of view you can support. Do not force your brand into a topic just because a keyword looks attractive. The strongest answer uses what you know to help the person make progress.
Check what already exists
Read your existing pages before adding another article. Sometimes an update or a clearer section is more useful than a new URL. Then inspect current search results to understand the reader’s expectations and what useful detail is missing. Decide whether you can make a distinct contribution.
Read the primary source
Google Search Central: helpful, reliable, people-first content ↗Turn the question into a useful article.
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