Most brands start their content strategy backward, chasing keywords and algorithms instead of starting with what customers are actually saying. In this episode, Greg Shuey flips that approach, walking listeners through how to build a content strategy led by real customer insights. When brands use the voice of the customer as their foundation, their relevance, conversions, and SEO rankings all improve.
Greg outlines a framework for turning raw feedback into actionable assets by categorizing insights into questions, objections, desired outcomes, and triggers. Each maps to specific content types that drive impact—FAQs and blog posts for education, PDP enhancements for objection handling, testimonials for trust, and ad/email hooks for emotion. He explains how to distribute and repurpose these across channels while maintaining alignment with buyer intent.
Finally, he introduces a practical editorial calendar template organized by customer awareness stage and supported by clear metrics. The goal is to take the guesswork out of content creation, ensuring every piece moves the buyer closer to conversion. By prioritizing the customer over the keyword, marketers can create content that resonates deeply, performs consistently, and delivers measurable ROI.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
https://www.stryde.com/turn-customer-research-into-content-strategy/
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