One customer put it simply: “[The software] auto-reads all notes, spec details, and summaries even ones buried on the 100th page of the plan sets so I don’t have to sift through all the sheets. Then, it factors all that info in and does the takeoffs for you. It makes our job very easy.”
That one line? That’s your content strategy.
These are the moments you can’t script. But you can catch them – if you’re paying attention.
The Goldmine You’re Probably Ignoring
Customer calls.
Not just case study interviews. Not just customer success check-ins.
Every single touchpoint, including demo calls, review sessions, onboarding discussions, and feedback chats, holds insights that most product marketers barely scratch the surface of.
You might think you’re listening. You probably are. But are you really using what you’re hearing?
Why Secondary Research Isn’t Enough
We’ve all done it: pulled together content strategies based on keyword research, market reports, and the latest LinkedIn chatter. It’s fine. But it’s also kind of… safe.
Predictable. Generic.
Meanwhile, your prospects and customers are already telling you:
- What problems keep them up at night.
- What workarounds they’re sick of using.
- What they love about your product that you didn’t even think was a selling point.
This isn’t abstract research. This is real, raw insight. It’s coming straight from the field. And in vertical SaaS industries – where workflows are dense, decisions are practical, and adoption is hard-won, you can’t afford to ignore it.
Also read: Why Everything Should Be a CTA
Creating Content in “Boring” Industries Is a Different Game
If you’re marketing to builders, estimators, landscapers, or operators in facility management, you’re not writing for a crowd that gets hyped about the latest SaaS trends.
- Their workdays are packed.
- Their workflows are manual, layered, and non-negotiable.
- They don’t want to be “inspired.” They want to be helped.
And that’s where content creation becomes tricky.
You’re not just selling automation. You’re selling trust & time. That your software will actually work in their real-world, high-stakes environment gives them back hours. And the only way to earn that trust is to speak in their language, to their problems, with examples that reflect their day-to-day reality.
So, Where Do You Get That Kind of Content?
Customer calls.
Let’s consider another quote:
“If a person can send an email, they can use your software—it’s that easy”
That’s a story itself. That’s your next:
- LinkedIn post
- Sales email opener
- Customer testimonial headline
- Blog lead
- Product video angle
These insights are your content strategy. You just need a system to capture and repurpose them.
Also read: B2B SaaS Content Marketing: 7 Expectations vs. Reality
Here’s How I Do It
At our company, every customer and prospect call is recorded via TLDV. The summary gets posted in a shared Slack channel.
Every week, I pick 15–20 of these summaries, drop them into ChatGPT, and ask a simple question:
“What’s going on here?”
The results? Super helpful.
ChatGPT surfaces patterns I might have missed, like:
-
This contractor has 3 estimators but is struggling with backlog.
-
That one needs custom exports for their ERP system.
-
Another is using the tool only for earthwork but not concrete, because their sales team isn’t trained yet
You don’t get these insights from a Google search or a competitor teardown. You get them from conversations. With people. That no secondary research can replace.
Quick Comparison: Traditional Content vs. Call-Driven Content
|
Traditional Content |
Call-Driven Content |
|---|---|
|
Keyword-first |
Problem-first |
|
Based on market assumptions |
Based on real conversations |
|
Generic value props |
Specific customer quotes |
|
Theoretical best practices |
Concrete outcomes and results |
Which one do you think will convert better?
What Happens When You Don’t Use This?
- Your messaging feels off.
- Your content doesn’t resonate.
- Your content is just words on a doc and not helpful, actionable information that your reader can
- You waste time creating content nobody engages with.
It’s not about producing more content. It’s about creating better, sharper, more relevant content.
Make It Actionable
Next time you’re on a call or reviewing a summary, try this quick checklist:
Ask yourself:
-
What problem did they lead with?
-
What workarounds are they currently using?
-
What metric or process improved after using your product?
-
What words did they use to describe the change?
That’s your next blog. Or your next LinkedIn carousel. Or your next sales battle card.
The Bottom Line
We’re in a world overflowing with content. Most of it sounds the same.
The best way to stand out isn’t to shout louder. It’s to speak more clearly – to your actual audience, using their own words, about their own problems.
Your call summaries are not just internal artifacts. They are your most underutilized source of truth.
So start using them. Because the best content engine? It’s not your CMS. It’s your calls.
