Structure Your Content Around Pain Points – Small Business Marketing Tips Friday 9

In this week’s video, we’re gonna be talking about “Structuring Your Content Around Pain Points.”

So what exactly is a pain point and why should I care?

Finding your ideal client has never been easy. Yeah, there are various tools and apps that can help you find them. However, in my experience, there’s nothing better than tapping into their pain points and helping them find a reasonable solution.

I previously gave some examples of pain points in a previous article entitled “Leaked Document Suggests 23 Ridiculous Content Marketing Tips“. In that article, I gave a few examples of how small businesses could leverage the pain their clients were feeling.

Problem - Summer is here and your client needs to cut their lawn. Which is lawn mower should they choose? (click for answer)

Pain points:

1 – If they don’t get one soon the grass will grow too long.
2 – They’re on a budget and want the best bang for their buck
3 – Their wife is on their back constantly asking when this will be done
4 – They want to get started this weekend (today is now Friday)

Content solution:

  1. Research 10 economy lawn mowers (from several different websites, video reviews etc).
  2. Write an in depth 2000-3000+ word review blog post
  3. Make sure you describe each pain point and come up with a solution for each one
  4. Include images for each lawnmower (include alt tags)
  5. From that blog post produce a 2-minute video going over the same points in the blog post (embed at the top of your blog post)
  6. Produce slides and upload to slide share (embed this on your blog)
  7. Share on ALL social media platforms
  8. Send an outreach email to the manufacturers telling them their product was mentioned
  9. Link to your page of lawnmowers, but also link to Amazon with an affiliate link (who can deliver the lawnmower the next day)


If you are a local garden centre or lawnmower retailer, the chances of your local client purchasing from you are pretty high when you craft your content in this way.

You might be wondering why I suggested providing a link to Amazon. If you don’t have that particular lawnmower in stock and the client needs it now, they will probably purchase from Amazon (via your link).

You didn’t have what they wanted, but you suggested an alternative. If that client is looking to purchase more items, who do you think they will Google first?

Always link to a competitor as an alternative – you may think you’re promoting them but you are not. Your client will generally hunt around several websites before making a decision. The fact that you are mentioning a competitor will be respected and appreciated by this client.

Problem - Client has just been informed that they need to get their carpets cleaned by their landlord (they hand the keys back in 4 days)

Pain points:

1 – If they don’t clean the carpets the landlord will withhold their deposit

2 – If the landlord withholds their deposit, they will be short in providing funds for their next property

3 – They don’t have a lot of time to sort this out

4 – They have several other things to do before they move (time-crunch)

5 – They’re on a budget and didn’t factor in this extra expense

6 – They need a Proof of Clean receipt before they get their deposit back

Content solution:

  1. Figure out which geographical areas give you the best ROI
  2. Write a generic carpet cleaning blog post based on “why people need to get their carpets cleaned” and how many germs and bugs are found in your carpet.
  3. If you have 10 areas, then write 10 separate article (all around 1000 words minimum.
  4. Make sure the keyword your client is searching for is in the title and a few times throughout the article.
  5. Ensure you have pictures and each picture has the relevant alt tags for each area.
  6. Get an infographic printed for each area (no need to produce 10 different infographics, simply change the area names).
  7. Post these articles out on each social media platform you have signed up to.
  8. Send them out periodically every week.
  9. Get backlinks back to your articles by doing email outreach.
  10. Produce Youtube videos showing how you clean stains or get carpets clean.
  11. Before and after pictures and videos are very powerful

Those were just a few examples of finding out a client’s pain points and then writing, producing and publishing content that could help them.

So Where Do I Find Out What My Client’s Pain Points Are?

That’s pretty straight forward.

  1. Take a look around online at different websites and blogs in your niche. See what sort of things they are writing about. Also, take a look at any comments at the bottom of the page. This is where clients leave comments about a product or service.
  2. Go to either Yahoo Answers or Quora. Type in your niche and have a look at some of the questions and answers.
  3. Start joining Facebook & LinkedIn Groups that are related to your niche. You’ll find a range of different questions and answers here.
  4. Log into Twitter and find your competitors. Have a look to see if there are any complaints. The easiest way to do this is to type in their Twitter handle into the search box. This will bring up the vast majority of conversations this business is having on Twitter.
  5. Lastly, if you have salespeople, go ahead and ask them what complaints or gripes your own clients have.

Start compiling a list of different complaints, gripes, advice etc which in turn gives you several ideas for new content to write about.

Final Thoughts

If you use this strategy of finding and writing about pain points. You will be 10 steps ahead of your competition.

When your client is carrying out a search online, their first thought is to find a solution for their problem.

In might not always lead to a lead or even a sale, but the fact that you are now on their radar places you ahead of your competition.

You can go even further and place tracking cookies for remarketing purposes if you like (that’s a topic for another article)?

That way, you may still be able to convert this potential client further on down the line.

So what do you think? Are finding out pain points useful in your business? Have I missed any out and what is working for you right now?

I’d love to hear your thoughts.

Feel free to bookmark this post for future use.

Structure Your Content Around Pain Points
Article Name
Structure Your Content Around Pain Points
An article and video showing the importance of finding your client's pain points. Once you do you are able to produce and publish content around those very same points.
Publisher Name
XenMedia Marketing

About the Author Des

Des is a full-time online marketer who sells information products and a membership program. He tests and studies what does and doesn't work and then shares his findings on this website. He takes you behind the scenes of how he runs his business to help you market yours.

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