…the one your customers tell about you. That’s right there is nothing better than your customer talking about what service or product you deliver to them and what problems it solves. It’s equally important in both written and spoken formats. Just think about the influence it has on your own buying decisions in everyday life whether it’s buying a piece of electrical equipment, a car or even a holiday. We’re always keen to look and see how others’ experiences have been before committing to buy ourselves.

It’s the same in business to business environments too so it’s important that you use it to your best advantage. If you have a client that is really singing your praises and you have made a difference to then see if they’ll allow you to write up a case study using their own words on how they found you, what problems you’re solving for them and the benefits they have derived from it. If they have anything quantifiable (facts and figures) then even better.

 What you need to be aiming for is a full-length account of this client’s journey with you, probably around 750-1000 words and make sure that you’ve got some good quotes that work well just as well in isolation as they do in the copy. The best way to get this information is in a face to face interview and ensure that you have a list of all of the questions you want answers to. Once you’re happy with the content get this over to the client and ensure that you obtain full, written approval to use across all of your comms channels and there you have it one valuable piece of content.

 And it’s valuable because although it might just look like one piece of content its uses are numerous, here’s a few: blog post, placement in an industry publication, social media content, presentation, website, press release, marketing collateral, video and there’s lots more.  

 There’s no time like the present so why not start by asking yourself which clients tell your story best?