Capture the question, where it came from, what it reveals, and the evidence needed to answer it. Then decide whether it should become content, a product clarification, or a support answer.

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Editable worksheet

Question-to-content decision log

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Your working plan

Question in the customer’s words: Illustrative question: Which coffee should I choose for my brewer?
Source and context: Example only. For a real entry: date, channel, anonymized source ID, relevant product, and audience context. Avoid unnecessary personal data.
What the question reveals: A selection hesitation. The person needs accurate compatibility or preparation guidance, not a generic brand introduction.
Evidence needed to answer: Current product guidance checked by the brand. Do not invent grind or brewer compatibility.
Content decision: Create a short explanation if approved guidance is available. Choose a carousel for several options, or one image for a single straightforward answer.
Owner and next step: Assign the factual owner. Link the approved answer to a creative brief and a relevant destination.
Follow-up observation: Record whether later questions reveal continuing confusion. Keep actual observations separate from guesses about performance.

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Preserve context without unnecessary personal details.

A question from a first-time visitor can mean something different from the same words from an experienced customer. Record the context needed to interpret it, while leaving out names, contact details, and other information that does not help the content decision.

The sample question is fictional. Replace it with a real source before describing the entry as customer research.

Do not turn every question into a post.

For a batch of questions, count distinct people separately from messages and record whether the answer is verified. The worked prioritization example separates a public-content opportunity from a product clarification, an unverified feature, and a private support request. Download its four-row decision sheet (.csv) to adapt the exercise.

Some questions need a direct answer or a clearer product page. Others recur and reveal a broader gap in understanding. Record why a public piece is useful before commissioning it.

A single question can inspire a hypothesis without establishing how common the concern is. Keep observed frequency separate from assumptions.

Close the loop after publication.

Link the finished content back to the source question and approved answer. Record useful follow-up observations, such as repeated confusion about the same step.

Use those observations to refine the explanation. Avoid treating a few reactions as proof of a business outcome. The log gives your next brief context, not a guaranteed winning message.