Question Your Way Into Content That Converts
When I first started with B2B content creation, I used to think, “I got this.” Right after the first meeting, it felt like I knew exactly what the client needed and where to take the content. So I went ahead and submitted the first draft based on my understanding. But it did not take long for the client to turn around and say I had completely missed the point. I had overlooked the crucial details and the messaging was completely off. “My audience does not speak this language,” the client declared. That deliverable went through multiple rounds of revisions before it was finally approved.
On another occasion, during a briefing call, the client laid out all the information and said, “Here are all the details about my product that I am looking to convey. Let me see the first draft as soon as possible.” The result? The messaging was disjointed and the copy was all over the place. The client responded with “ I might as well go with what I already have.”
And then there was a third client who simply said, “I do not know what to say.” That was the turning point for me. After weeks of reviewing and debriefing client conversations, I came to a critical realization: Never assume I have all the answers and never assume that even those who know their product or service necessarily know how to pinpoint the right problem that can appeal to the target audience. For B2B content creators, these could be a disservice to the client. Hopefully we respect ourselves enough to know that content is dynamic and can be expressed in various forms. We also know that we cannot get someone to feel invested in our work in a quick conversation.
Is there a better way? Yes, and it requires looking beyond what the client articulates and diving deeper into understanding their needs.
The Irish playwright and critic George Bernard Shaw noted, “The single biggest problem in communication is the illusion that it has taken place.” Simply put, it’s easy to think that what we hear is what we should execute. But it’s often necessary to probe further, clarifying and aligning until the messaging truly resonates. So what do I do? I ask.
What follows is not just a series of questions but as you will see, they are cues that help you explore alongside the client, helping them see the messaging as a shared vision.
(While I put forward these questions I try my best to instill a sense of curiosity within each one. But there is no set formula for adding a touch of personality. So go ahead and create greater possibilities on the way.) Here are a few questions you might want to try before you get the ball(pen) rolling on the brief:
1. “What are the daily business challenges you encounter?”
Trust me, this inquiry is crucial. If you are anything like me, you probably anticipate what they’ll say next. But don’t rush.)
Each time you ask, you may uncover new perspectives that could shape your content strategy significantly.
2. “Can you walk me through a recent client conversation that stood out for you?”
(You’d be surprised how often clients highlight something you didn’t think was relevant.)
Every conversation is a goldmine of information—there’s always a new angle or a hidden priority waiting to surface.
3. “How do you manage the perception of customers who think you’re too cheap/expensive and what challenges arise because of it?”
(This might sound like a sensitive topic—trust me, it is. But, approaching it with curiosity rather than judgment can unravel layers of business concerns you wouldn’t have otherwise known.)
By discussing pricing, you not only uncover logistical pain points but also dig deeper into how their customers perceive value. With this understanding, you can create content that effectively highlights and reinforces that value.
4. “How much customization do you offer in your product or service, and what does that process look like?”
(You’ll often hear clients talking about customization as a unique selling point. But, the real insights lie in the ‘how’ and ‘why.’ Get them to describe the nitty-gritty details.)
This helps you grasp the balancing act between scalability and personalization—and how content should reflect that balance.
5. “What does client satisfaction look like for your business, and how do you measure it?”
(It’s easy to ask for data here, but numbers only tell half the story. Encourage them to reflect on what ‘satisfaction’ really means beyond metrics.)
When you get them to articulate this, you’ll understand how to align the tone of the content with their brand’s values and long-term goals.
You don’t have to ask all of these questions in one meeting. That would be a disservice to the client’s business. Choose just one, and watch the magic unfold. And while this might seem like an exhaustive list of questions, the truth is they can always be revisited to reflect the company’s current state. As the company evolves, so do the challenges of its customers, the depth of demand for customization, and the metrics of evaluation. Eventually, you will get in sync with what the business truly stands for. Ideally, this will reveal itself as you gain a deeper understanding of what really matters to your target audience. As a content marketing agency in Mumbai, we have several clients we’ve partnered with for years. In our experience, over time, you transition from being just a content partner to becoming a constant point of contact for both internal and external communications. In the end, the goal is to ‘let them know we know they know we know.’
