Peer-to-peer stories are exceptionally engaging.
Owners of small and midsize businesses (SMBs) are often jacks of many trades. Yet they often must improvise in the absence of resources and experience. Many SMBs find that the best way to learn how to do things are from their peers —discovering best practices and successful approaches and finding inspiration through the experiences of other business owners. This is why customer-based content is one of the best arrows in your marketing quiver.
What is customer-based content?
Customer-based content is content that features your customers. It can take different forms, including:
- Case studies—short stories relating the experiences of real customers using your product or service
- Customer profiles—content that features your customers but is not focused on how they use your product or service
- Best practices—content about business strategies or ideas that can be bylined by the customer, which are written in a journalistic style or presented as an interview
- Compilations, also called roundups—best practices or advice collected from a variety of other SMBs
Why is customer-based content so special?
Because everyone wins.
Your visitors get useful and inspiring content. SMBs like to see what others in similar situations are doing.
Your customers get exposure. That’s something most SMBs crave, yet struggle to get.
Your brand gets more engagement. Done right, your content will build trust with customers and prospects. As they become more engaged with your content, you can generate demand for your products.
As a bonus, customer stories involving your product or service boost employee engagement, as well. Reading or hearing about the positive impact your company is making is more inspiring than learning the latest revenue results.
A few tips on producing great customer-based content
- Make customer-based content a regular part of your editorial calendar. It will be one of the content assets that your audience looks forward to the most.
- Develop a process for finding customers who want to participate and have something meaningful to share.
- Give the writer direct access to the customer. Customer-based content from second-hand sources is less compelling.
Peer-to-peer content has instant credibility among business owners who share a common bond. The positive experiences of other SMBs with your product or service, and the favorable light you can shine on your customers, can greatly enhance the effectiveness of your content in driving sales and deepening customer relationships.
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