To build a Shopify content plan from customer questions, collect every question buyers ask you over a month (WhatsApp, email, DMs, reviews, returns), group the ones that mean the same thing, and decide which page each group belongs on. Some need a product-page fix, some a FAQ, a few a blog post. Publish in order of how often the question comes up and how much it affects a sale.
Why a content plan built on customer questions beats a keyword list
A keyword tool tells you what millions of people search. Your inbox tells you what your buyers need to know before they'll pay you. The second list is shorter, more specific and much more likely to turn into sales.
There's also an SEO argument. Google's helpful content guidance asks site owners if they're "producing lots of content on many different topics in hopes that some of it might perform well in search results". A plan built from real questions is the opposite of that. Every page exists because someone needed it. A page that answers one specific question directly is also the kind of page ChatGPT and Perplexity can quote. We've written more about getting your store into AI answers.
Step 1: Collect a month of questions
Set aside an hour. Go through these sources for the last 30 days and copy every question into a spreadsheet:
- WhatsApp chats. Usually the richest source, because people ask on WhatsApp what they'd never bother emailing.
- Email and contact form.
- Instagram and Facebook DMs, and comments on your ads.
- Reviews, especially "I wish I'd known…" lines.
- Return and exchange reasons.
- Your store's search box, if your theme or an app shows search terms.
Write each question in the customer's words, but strip out names, phone numbers, order numbers and anything else that identifies them. You're collecting the question, not the conversation.
If your team handles WhatsApp in WhatFlow's shared inbox (built on Meta's official WhatsApp Cloud API, with no seat fees however big the team gets), this is quicker: everything's in one place in Shopify, and you can use assignment and filters instead of scrolling through three people's phones. For a deeper method, see mining your WhatsApp chats for content ideas.
