Content marketing, native advertisement are some kind buzz words. Content is king, context is queen, is an article I wrote about a year ago. The right content on the right moment. It sounds logical but the “market” needs to be ready for that. So on side we need to find potential clients who see content on the right moment as an active problem for their business. On the other side their needs to be people who are able to write or produce content on the right time.
The most common in defining the Customer Problem hypothesis is to focus on the side of the market that needs to pay. In this case the potential clients that believe in content marketing and would like to move or create budget for it. The more active the problem is the better.
But in this article we focus on the delivery side, the content creators. In this case bloggers. One of the reasons is that bloggers were easy to approach via a Meetup group about blogging.
Customer Problem hypothesis is:
I believe bloggers are willing to earn and live from their hobby and give up partly to be independent to make this dream come through.
The approach will be to talk to bloggers during the meetup and eventually make an appointment with them for further discussion. It is based on an article I wrote as a Guide for customer interviews.
For every person, we need a quick introduction to find out if he or she belongs to the target group (is described in the Guide for customer interviews in point 2 Collect demographics: 2 min – Test customer segment).
It will be something like:
Hi, I am Ywan, besides that I am blogger myself I try to create a solution in which bloggers can generate income by writing about the topics they like. Are you interested to know more?
If yes, then point 3 Set the problem segment:
Bloggers try to live from blogging. Mostly this will be based on advertising income like Google AdSense but there is a trend of content marketing or native advertisement in which companies like to move budget from ” traditional” ways of advertising to a long term engagement of potential clients.
Then go the next point: Test problem: State the top one to three problems and ask the interviewee to rank them.
I see 3 challenges for bloggers:
- It is hard to live from blogging
- Blogging should be completely independent
- It is hard to generate traffic to my blog
Can you rank the problem?
and explain (explain point 5 Explore customer’s worldview: 15 min – test problem: Go through each problem in turn. Ask interviewees how they address the problem today.)
Let the interviewee (in this case the blogger) talk and ask for references if they will don’t give them themselves already.
Then make a short summary and collect notes.
Based on the following reaction, you can create a score per interview (see also Guide for Customer Interviews)
- Did the interviewee successfully rank the problems you presented?
- Is the interviewee actively trying to solve the problems, or has he done so in the past?
- Was the interviewee engaged and focused throughout the interview?
- Did the interviewee agree to a follow-up meeting/interview (where you will present the solution)
- Did the interviewee offer to refer to others to you for interviews
- Did the interviewee offer to pay you immediately for the solution?
Based on the results you can decide to pivot or preserve. And maybe important make clear notes about the leanings.