Joel Klettke gave an awesome presentation at Mozcon 2017 covering how to structure and develop content using what your customers tell you. He says the usual path and layout can be great but can also lead to a boring, useless page. He started a task to create great content and with the understanding that every conversion is a conversation. He warns that we focus on demographics but too little on motivation.  Motivations guides us. If you want check out his presentation just click HERE