The Content Engine – from Kim Funk Creative

Everyone loves a good story. And the customer story is just a business term for hero story. You know, the kind of story where the hero accepts a mission and goes on a life-changing journey? That’s the formula for a great customer story..

Customer stories work because they demonstrate how your product or service helped a customer achieve their goal. They’re particularly useful for technology companies or professional services firms with a longer sales cycle. Used in combination with thought leadership, technical documentation and presentations, they serve as additional evidence for choosing your brand. Here are five reasons to use them.

Make the customer the hero.

Do you understand your customers? Case studies make the customer the hero and give your audience the chance to see how your brand solves customer problems. They provide a place to demonstrate your unique approach to problems and set you apart from the competition.

Help decision-makers make the decision.

In the B2B sales cycle, often the person who discovered you isn’t going to be the person who decides you’re the solution. Case studies that include KPI’s that demonstrate business growth as a result of your solution are compelling pieces of evidence your finder can share with decision-makers.

Show your how your product works

There’s an adage in writing – show don’t tell. Usually, this means using action verbs instead of adverbs. But the same principle can be applied to content. Blogs and technical documentation tell your customers about you and your product. Case studies show them how your product is put to use.

Create a marketing partnership

If you do a branded case study, meaning the client is ok having their name on it, the joint effort is helpful for both your marketing efforts. The client’s competitors will know you are key to their success and you will have the notoriety as a provider within the industry.

Be relatable

Everyone loves a story. Case studies make for some of the best stories out there. You have a hero (your client) and a trusted guide (you) who takes the hero on a journey (shows them how your product or service will change their business for the better) to success.

Like blogs, you can repurpose case studies for video, webinars, podcasts and social media – adding to the library of content you can pull from whenever you need it. Storytelling catches customers’ attention and helps connect with your brand. As your business grows, every case study or customer success adds to your success.

If you’re looking for a team to ask your customers the right questions for a compelling story, look no further than the creators of The Content Engine at Kim Funk Creative. We’ll find the angle to make you and your customers look like superheroes.