Building an effective SEO or AEO content strategy starts with engaging frontline teams—sales, success, and support—to uncover unprompted customer insights. By focusing on what customers actually discuss, businesses can create high-impact content that resonates and drives conversions, rather than relying solely on keyword tools. Listening to these teams can reveal valuable content ideas that improve engagement and reduce support issues.

The article explores how a hospital used both an expensive enterprise software (HP OpenView) and a cheaper alternative (What’s Up Gold) to monitor IT systems. It highlights the importance of understanding customer needs, procurement processes, and how offering affordable solutions can lead to successful sales in competitive markets. The lessons from this experience emphasize the value of learning from customers and adapting sales strategies accordingly.