Advisory boards are built for product strategy, but they’re a secret weapon for content too. You’ve got engaged customers, live use cases, honest opinions, and unfiltered language. That’s not just feedback. It’s fuel.
Here’s how to turn every advisory session into a content engine.
Record everything, with consent
Don’t rely on notes. Hit record (with permission) and transcribe it later. You’ll catch phrasing, objections, and turns of phrase your product marketer couldn’t invent if they tried.
Listen for friction
When someone says, “It took us three weeks to roll this out,” you’ve got a setup for a how-to. When they say, “We thought X, but Y turned out to matter more,” you’ve got a perfect myth-busting blog.
Pain points become post titles. Fixes become explainers. Unexpected wins become proof points.
Use a Similar Table During Meetings
Do this in every session. Fill it in live or review the recording later. Every row is a content asset waiting to happen.
| Theme | What They Said | What It Means | Content Format |
|---|---|---|---|
| Rollout friction | “It took us 3 weeks to onboard due to X.” | Customers need guidance upfront. | How-to guide, checklist |
| Unexpected outcome | “We used this for Y, not what we expected.” | Real-world use cases vary. | Case study, blog post |
| Product confusion | “We weren’t sure how to interpret this dashboard.” | Feature needs clearer UX or docs. | FAQ update, walkthrough |
| Competitive insight | “We switched from X because they lacked Z.” | Strong differentiator in play. | Comparison sheet |
| Workflow insight | “We integrated with [tool] to do this faster.” | Integration value proof. | Playbook, webinar |
Turn questions into assets
Every “How do other customers do this?” is a signal. Write it up. Make a doc, a short video, a deck. You’re not the only one hearing that question.
Build content with them, not about them
Invite your advisors to co-author blog posts. Quote them in guides. Feature them in webinars. They’ll lend credibility—and amplify the message. (Pro tip: they love being seen as thought leaders too.)
Create a post-mortem cadence
After each meeting, pull 3–5 insights and map them to content formats: blog, case study, internal enablement, product FAQ. Don’t wait. Strike while the context is fresh.
The result? A content pipeline shaped by real buyers, real language, and real urgency.
You’re already running advisory meetings. Start mining them. Because there’s no better copy than what your best customers already said out loud.
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