Why do you need to know what your audience is thinking and feeling on their path-to-purchase with your organization?

If you understand the underlying motivations and roadblocks of your audience members, you can start to create content that speaks to their needs.
If you understand the underlying motivations and roadblocks of your audience members, you can unlock why they may go to your competitors and proactively write content to prevent that.
If you understand the underlying motivations and roadblocks of your audience members, you are likely collecting other demographic data — like where your target audience lives and what radio stations they listen to. This makes it easier to place strategic outbound ads that align with their schedules and behaviors.
Trick question. You don’t need to understand the underlying motivations and roadblocks of your audience members to create excellent content that sells. Great products sell themselves.