Customer stories can effectively cement a brand’s position as an industry expert

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2019, 12:46 PM GMT+0

They also help companies deliver essential information through different styles.

This article argues that customer stories add “character, clarity and specific examples” which transform good narratives into great ones. According to Samantha Rupert, marketing manager at Volusion, customer stories inspire and educate people by sharing a unique journey, along with offering a “sneak peek” into what their reality could be.

Fish Consulting’s Ashley Davidson opines that sharing anecdotes of success strengthens a brand’s position as an expert within its industry. Customer stories can be pitched to clients, added to the content schedule or used to receive feedback from past customers.

Leah Neaderthal, CEO of Smart Gets Paid, says that such stories are “infinitely reusable”. As per Sunrise Banks’ Becca Hoeft, customer stories encourage brands to steer away from product-pitching and “pause to tell a story”.

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[6 minute read]

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