It is important to ask and keep asking your customers questions across the full spectrum of topics. Asking about their content needs isn't necessarily top of mind when it comes to research but it is a powerful way to learn how to help them and in turn, deliver even better more valuable customer experiences. From your side, it means the ability to become a trusted advisor while promoting awareness of your products and services and in the long run cultivating loyalty and advocacy. It feels like a win-win situation.