Read public discussions
See how prospects describe the problem outside your customer conversations.
For saas teams
Explain how your product helps with the problem.
Read what prospects ask and compare. Write answers that show where your product can help.
All solutionsThe challenge
Start with the real question.
Customer conversations show you part of the market. In public discussions, prospects also describe problems and compare approaches before they speak to your team.
What changes
Write about the decisions prospects are trying to make. Explain the task, then show where your product fits and what its limits are.
Your workflow
How to research the next topic.
Choose a topic you know
Check demand and make sure your team has the expertise to answer.
Explain the product's role
Help readers understand how it fits into the task.
Example
A content decision for saas teams
This fictional example shows how to check a topic before deciding what to write.
The situation
Prospects want to automate a manual process. They're unsure which parts still need human review.
What to check
Collect those questions and check search intent. Ask the product team which parts the software can handle and where someone needs to review the work.
The content decision
Publish a decision guide that explains the workflow and its limits before introducing the relevant product capability.