Whether you are already successful or just getting started, you have set your goals for the new year. You know that publishing great content will help you grow. But it can be challenging to produce a variety of content on a regular basis.
Using a content marketing approach, you don’t need to toot your own horn. What if your satisfied customers could share their stories about how your company created an original product that delivered an effective solution for a difficult problem? Let your customers do the talking and tell a compelling story for you!
Customer Success Stories and Case Studies
Customer Success Stories and Case Studies are among the most valuable types of content you can use to increase your traffic and attract the right kind of clients. They go beyond the simple testimonial by digging deeper into the customer’s problem, their search for solutions, and the favorable results you provided. Remember that content marketing is all about telling your story. Inform and educate your audience by describing the challenges and obstacles your client had faced before you got involved.
The terms case studies and customer stories are often used interchangeably. The main difference is that a case study includes more industry specific data. A case study will focus more on the “how” while the customer success story tends to emphasize the results.
Check out some great examples here.
Produce Compelling Content Unique to Your Company
Your goal in content marketing is to build relationships. Using a real story will make connections with prospects facing similar issues. Give them the details so they can relate to the frustration and irritation your client suffered through. Describe the specific way your solution solved the problem. The description of what happened will set you apart from your competition just by virtue of being a real story about your customers! A word of caution – avoid making your client look foolish because they couldn’t solve the problem on their own. Never try to look smarter or better than the customer – it may put a negative slant on the story.
All Happy Customers are Not Created Equal
The best way to go about finding the truly satisfied customers is to ask the people in your company or organization who work most closely with the customers. Your sales team, customer service reps, and others who are on the front lines. Get into classrooms and offices where your solutions are used and start asking questions.
It takes time to interview the customers who are willing to share their stories and select those that are most likely to resonate with prospects. Ask for specific examples that show how your product or service made a difference in their lives. Include quotes from the customer and use data to back up the story to give it more weight. If you plan to share more than one customer story, use a similar format for each to maintain consistency.
Don't Stop There
Build credibility by making case studies just one component of your marketing plan. Produce consistent messaging on your website, emails, newsletters and other publications. Expand the ideas in the case studies by showing how your solution can solve problems for people in different situations.
What Will Your Call to Action Be?
Along with a Contact Us button, consider providing a link to a survey that allows prospects to describe the problems they are experiencing. Helping to solve an individual’s problem is a great way to build a solid connection by letting them know you are interested in them and want to help.
Need help writing your customer success stories? Let's talk.