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Should I create advocacy blog posts, case studies or success stories?

The “customer success story” also known as case study, is the most common asset in advocacy marketing programs. This 1-2 pages story typically describes the customer journey from discovering their organization had a challenge to how they solved that challenge with the help of your solution. 

Prospective customers that land on your website can typically download or read quite a few of these in your evidence section.

There are two problems we typically see around the web with this type of asset

  • Very often the stories are very little about the customer and very much about the brand. They are so full of brand messaging and marketing talk that anyone can see these were written by the business, not by the advocate
  • And very often, especially in B2B, these stories are all about products enabling businesses to function. Sterile and unrelatable. They talk about productivity, efficiency, cost reduction. But not about the humans involved in those stories, their day to day challenges, their effort, their work frustrations, their joy to succeed.

Blogs have a more personal style. And even if they are long and tell a story, blogs sound human. You can even publish an author, a real person.

Of course, we don’t advise burdening your customers with writing 2000 words of content unless they really enjoy it. You can offer an interviewer and a ghost writer to help them. But we advise to keep stories persona and human so your visitor can trust them and relate to them.

Related Knowledge-Base Articles:

How Can Agencies Recruit Advocates?

In the 21st century, growth means setting yourself apart, where countless others are jostling for elbow space – this is true whether you are an individual professional, a startup looking for funding, or a well-loved consumer brand in the market. This is where customer advocacy can help your brand.

Are press releases customer advocacy content?

The customer is as important as any other business partner for a brand, and this partnership requires a special announcement to the rest of the world. Writing a press release to announce the signing of a new customer contract is a great way to make the customer feel unique and appreciated.

What Role Do the Press and Analysts Play in Customer Advocacy?

The press and industry analysts are an important voice in marketing and brand communications. They influence purchasing decisions in all verticals and business models. But possibly B2B tech more than any others. A robust customer advocacy marketing program will broker interactions between advocates, press, and analysts. It will also help prepare the advocates for the interview and make them comfortable.

Hungry for customer advocacy marketing knowledge?

Browse through our resources library to learn about inbound recruitment, automating engagement tasks, getting internal buy-in, setting program goals and everything else you need to know to recruit, nurture and engage customer advocates.

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