Get to know your ideal customer and gain their trust


A very simplistic definition of content marketing might read like this:

You solve your prospect’s problems via the content you create and so you build trust with them over time.

But you can’t build this trust if you don’t know what your ideal customer’s problems are in the first place.

The more you understand about what matters to them, the more ideas emerge for content that will position your brand as a trusted authority.


I use my qualitative research expertise to explore your ideal customer’s values, pain points and what they stand to gain from your product or service.

This can include one or a combination of the following:

  • Interviews with stakeholders in your company

  • Interviews with your existing customers

  • Social listening

  • A workshop session where we map out what matters to your ideal customer


The end result is a detailed profile of your ideal customer persona, including their motivations and any problems they might have.

This information gives you a solid idea of the kind of content that will resonate with them.