Previously, we mentioned that business owners love reading about other business owners. This means that your customers are a great source for your content marketing initiative. Here we give you the 7 keys to making killer customer content.
- Use the right writer
Like most other content marketing initiatives, content featuring your clients needs to be more story-like (as opposed to product- or marketing-focused). Accordingly, you want to use a writer that knows how to tell a story. Balance the prose with brevity, which is key for this audience.
- Choose the right customers
The ideal customer for most content marketing is someone who is:
– Willing to put in the time to work with the writer, and
– Has something to share (like a best practice or insight on a big decision they made)
Bonus tip: Develop a process, typically with the sales department, to regularly identify customers that hold promise for great content.
- Bring case studies to life
Case studies are all-too-often quite boring. Bring them to life by giving them a story arc. Use the S-A-R method: Situation, Action, Results (although you can use different terms) and make sure to include something on the decision process the client used to choose your product or service.
Bonus tip: Consider featuring customers for use cases.
- Write about the how
What businesses do is interesting. But most readers will be more interested in how they do things. While it isn’t always easy, try to identify customers that have developed best practices. Your top salespeople have likely asked a lot of questions throughout the sales process, if not post-purchase. Ask them to be on the lookout for businesses that have found a better way to build the mousetrap.
- Let the customer’s voice be heard
Use quotes wherever possible. If appropriate, you can also use a Q&A format. Regardless of format, ask open-ended questions.
- Use the right photos
Headshots are boring. Action shots help bring the company to life.
- Let them share
Most customers will not only appreciate the opportunity to share their story but they will also appreciate the exposure. Make it easy for them to share your content with their network by providing templates and links that they can use for emails and social media (and don’t forget to use their social media handles whenever possible). By enabling their word-of-mouth potential, your company should get the bonus benefit of additional amplification.
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