Last year at the Benchmark Studios conference, Anna Dunbar, Digital Strategy Director at Click Consult, shared some sharp insights into a concept that’s reshaping how brands win online: user-focused content.
If you’re still approaching content marketing from the perspective of what you want to say, rather than what your audience wants to know, you’re missing a massive opportunity. I remember Seth Godin said once:
Content marketing is no longer about the stuff you make, but about the stories you tell – and who you tell them to.
This post breaks down Ana’s key points and why they matter if you’re trying to grow your business through digital marketing.
What Is User-Focused Content?
User-focused content is exactly what it sounds like: content built around the needs, questions, and concerns of your target audience. Rather than simply broadcasting product features or brand messages, it starts with what your users are searching for. In short – a no-fluff content strategy.
It answers questions. It solves problems. And most importantly – it earns trust.
Why It Works
Ana makes a strong case for why user-focused content is so effective:
- It aligns with how people search.
- Whether it’s ‘How long should school shoes last?’ or ‘When to buy baby’s first walking shoes’ people turn to Google with specific questions. Brands that answer those questions well will get rewarded with clicks, visibility, and customer loyalty.
- It’s rooted in Google’s E-E-A-T framework.
- Google ranks content higher when it shows:
- Experience
- Expertise
- Authority
- Trustworthiness
- These aren’t just SEO buzzwords – they’re the building blocks of a strong digital presence.
- It’s essential for YMYL content.
- If your content relates to health, finances, parenting, or well-being (Your Money or Your Life topics), the bar is even higher. Google wants to protect users from misinformation – and will only feature content that proves its credibility.
A Real-World Example: Start-Rite Shoes
Ana shared a compelling case study from Start-Rite Shoes, a 200-year-old British brand. While the company had a solid product and digital presence, their content was fragmented and inconsistent.
Click’s team helped restructure their entire content strategy:
- They cut low-value pages.
- Created focused, helpful content based on real user questions.
- Applied proper SEO markup and structure.
The results?
- 1500% increase in search visibility
- 247 keywords on Google Page 1
- Dozens of featured snippets and placements
That’s the power of content that puts the user first.
How to Create User-Focused Content
So how can you apply these insights to your own content strategy? Here are some tips inspired by Ana’s talk:
- Start with research. Use tools like Google Search Console, AlsoAsked, or even just autocomplete to find the questions your audience is asking.
- Build content pillars. Group your content into themes or clusters around core topics that matter to your audience.
- Use expert sources. Cite trusted organisations, bring in data, or feature guest contributions to strengthen your credibility.
- Layer in SEO smartly. Use structured markup, metadata, and internal linking to help search engines understand your content.
- Let AI support, not replace, the human touch. Automation can help with research and structure, but the real value comes from human insight and empathy.
Final Thoughts
User-focused content isn’t just a tactic – it’s a mindset. As Ana Dunbar makes clear, the brands that succeed online are the ones that listen first, speak second, and always lead with value.
Whether you’re a startup or a well-established brand, now is the time to revisit your content strategy and ask:
Are we answering our users’ most important questions – or just talking about ourselves?
Make the shift. You will see the difference.
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