Addressing customer problems with informative content
Content marketing has changed dramatically in recent years, but one principle remains: your content must do something meaningful. It needs to be used as a support tool to address specific customer problems and establish your business as a trusted partner.
With AI overviews dominating search results and reducing the click-through traffic we are used to, I’m regularly being asked if creating informational content is still worthwhile.
The answer is a resounding yes—and here’s why.
Informative content powers TOFU and AI Learning
We’re sure you’ll agree that any content needs to “do” something.
When you’re writing your next blog post or landing page, you might be tempted to focus on commercial intent keywords – after all, they are the search queries that are more likely to lead to sales.
But those informational intent keywords, which drive the top-of-funnel (TOFU) enquiries, still need to be carefully considered.
Informative intent educates AI overviews.
Search engines and chatbots like ChatGPT, Gemini, etc, will pull information from authoritative sources. If your site provides accurate, well-structured answers, you’re helping shape the information customers see, even if they don’t click through to your site.
If you read my recent blog post about why Suffolk SMES need human content to tackle misinformation, you’ll know that we all need to share accurate, factual information as much as possible so that harmful misinformation doesn’t spread.
Informative intent can build customer understanding.
Informative content provides potential clients with the foundation they need to make informed, confident decisions. It positions your brand as a trusted guide, not just a seller.
How can we solve customer problems with informative intent keywords?
Every strong content strategy begins with understanding your customers’ pain points. If your customers frequently have common questions or concerns, publishing details on your website about how to address those issues could alleviate pressure on your customer service agents.
Similarly, explaining how you work and what you offer can guide potential clients along your sales funnel before you’ve made that initial point of content.
Customer problems are the key to search queries. If one person is asking a specific problem, then it is likely that others are as well. When you answer those problems, you’re not just creating content, you’re creating solutions. You can start to shape a positive impression of who you are, what you do and what makes you different from that very first micro-interaction.
By centring your customers at the heart of everything, you can show that you really understand who they are and what matters to them – not what matters to you.
Here’s how this works in practice:
Identify FAQs: What questions do customers ask repeatedly? Turn these into blog posts or resource pages.
Explain Processes: If clients struggle to understand your service, consider creating step-by-step guides or explainer videos to help them.
Demystify Industry Jargon: Use plain language to clarify complex topics. This builds trust and authority.
My free download could help you to keep track of those customer problems
I often recommend to clients that they use a spreadsheet accessible to everyone in their business so that they can keep track of common customer questions and problems.
Keeping a helpful list helps you to see what questions you’re repeatedly being asked (throughout the business), so you can better tailor your content to the people who matter: your customers.
I have a free spreadsheet available for you to use.
If you’d like to receive a copy, please send me a short email with the subject heading “content spreadsheet,” and I’ll send you a copy.
Why this matters to your customers
Small businesses thrive on trust and relationships. Informative content isn’t just about SEO, it’s about empathy. When you answer their questions and solve their problems (even before they realise they are problems), you show your customers:
- You understand their challenges. This builds confidence and loyalty.
- You respect their time. Clear, helpful content reduces frustration and makes life easier.
- You care about their success. Educational resources position you as a partner, not just a provider.
These emotional triggers (built upon trust, reassurance, and empowerment) are what turn readers into customers and customers into advocates.
Practical examples of informative content that converts
If you’re still unsure what I mean by informative intent and informational content, here are a few examples of the types of content you can create for your website.
- Educational Blog Posts: For example, “How PR works with SEO and digital marketing teams”
- FAQ Hubs: A central page answering common queries like “How do I know if my media relations is working?”
- User Guides & Checklists: Downloadable resources that simplify tasks for customers.
- Sector Insights: Articles explaining trends and what they mean for your business.
- Case Studies: Real-world examples showing how you solved similar problems.
Why your customer problems matter for Ipswich SMEs
If you’re a small business in Ipswich, chances are you’re juggling multiple priorities. You know you need to invest in digital PR and SEO to grow your reputation, but time and resources are tight.
That’s where I come in.
At Gatekeeper Communications, I can quickly and easily organise this for you, so you don’t have to.
Let me
- Talk to your customers to uncover real pain points.
- Create content that educates, informs, and builds trust.
- Manage blogs, social media, FAQs, and more, so you can focus on running your business.
From as little as two days per month, I can help you turn marketing from a chore into a growth engine. With fixed-price PR packages, let’s make 2026 the year your content works harder for you.
Further reading
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I’m always writing articles and updates to share my knowledge with SMEs and businesses like you.
Here are a few recent blog articles that you might be interested in reading.