How to start creating content that answers your customers questions
Put yourself in the shoes of your customer: you've got a question about a product and you can't find an answer on the website, so you call the customer service line. Customer service gives you a half-baked generic answer, and you still don't have an answer to your question. You go back online, and take a look at some competitors, who answers your question, right there on the product page. You buy from a competitor.
Now, sometimes, a company publishes those answers on a blog. But it's still less-than-ideal. The blog is buried in a corner of the website you as a customer can only access through the footer, and then the actual answer you're looking for is on the third page, between announcements about the company's employee of the month, a superficial blog article about New Year's Resolutions and the "new" promotion the company has going, but one that's two weeks expired by the time you see it. The information on that article may be out of date, too - in fact, it often is.
Amanda King (AUS)