David and Naomi discuss the importance of using your internal data to find exactly what your customers want. Talking points include: What internal data should you be utilising? What are examples of wishes that you’ve discovered that customers are looking for? What sort of experience are you talking about when you’re saying that this is what you should use to address this? What systems and tools do you use to make this procedure more effective? What measurable impact does this have on SEO? Competitors - how do you know that their content is hitting it out of the park?