Thanks to the evolution of technology and social media, advertising is everywhere. Aggressive advertisers have created an over-saturated world of ads in print, on television, the radio and especially online. We, as consumers, have also evolved to become more turned off by advertising, making it nearly impossible to get our attention.
That’s where content marketing comes into the picture. Although it has recently become a popular buzzword, the concept of content marketing has been around for over 100 years. The trouble with content marketing can be simply coming up with topics that aren’t perceived as “
,” but are salesy and interesting. Here’s one for your toolbox… customer
success stories. relatable
Not to be confused with testimonials, which can feel generic and contrived, customer success stories are weaved around a customer solving a problem using your product (e.g., finding the perfect corporate gift for clients) or an outstanding customer service experience. In some cases, customer success stories may require a little more leg work to find, but are more believable when sourced from individuals who shared their positive experience organically. By keeping a pulse on what people are saying about you online, or what's happening in your store, you can identify people who are doing interesting things with your products – a company that thanks clients with your chocolate bars emblazoned with their company logo, a bride who made a dessert tower with your truffles or a teenager who raises money to purchase a dozen boxes of chocolates to give senior citizens who live in the local nursing home. Seek these people out and ask them if they would be interested in filling out a questionnaire about your company. Their stories could prove to be a valuable asset to your brand.