Customer Stories
You can say great things about your brand, sure. But it’s way way WAY more powerful when your customers say these things on your behalf.
A good content strategy incorporates the voices of your customers. And especially compelling stories require that your content team know how to:
Qualify especially good stories
Interview customers effectively (what’s really most interesting?), and
Capture video in their own words, where possible
Below are some stories I’ve gotten to work on personally, as well as ones I’m even prouder of—the ones my terrific team were able to capture.
INDOCHINO
Typically this fast-growing apparel brand outfits thousands of men with made-to-measure suits, but you might not know they use dozens of Unbounce landing pages to make the most of their PPC spend on Facebook.
In 2018 I got to produce this customer story for Unbounce alongside Sarah Gooding (PR manager), Rebecca Preston (designer), Lisa Craveiro (Director or Marketing at Indochino), and the production team at Noravera Visuals.
The team at Indochino needed a relevant place to direct paid traffic. Custom Unbounce pages were the way to go, and the brand hasn't looked back since.
Watch the video we produced below, or read the full story here.
The Full Cut
The Micro Cut
Intended for promotion of the story on social channels, this video asset was designed to describe the challenge Lisa's team faced and prompt visits to the full story.
Stories my team’s produced
Luke Bailey took a deep dive into how online course creation software platform Thinkific was using landing pages to host online summits and double their growth. Here’s his interview with Andrea Merson, their amazing Marketing and Creative Director:
Garrett Hughes’ story on how Procurify used landing pages with an AMB tactic
The TaLe of Two Marketers Campaign—2014
Aiming to empathize with our target audience and scale our messaging with video, while working at Vidyard I wrote the Tale of Two Marketers script and worked with our creative team (videographer, designers, demand gen, and growth hacker) to lead this production and bring this story to life.
Concept:
At the end of this short video viewers were prompted to download the related case study. The evergreen campaign also included a social component using the hashtag #MKTGstory.
Results: Featured as one of Pardot's 4 favourite B2B content marketing campaigns, in early (week of) release the Tale of Two Marketers had 2000+ unique views and viewers typically spent over four minutes on the landing page. The click-through rate to view the video was a strong 78%.
The piece held 73% of audience attention right to the very end and the "completed view to lead" conversion rate was 33%.
You can read my lessons learned from running the campaign here.
Here’s what the landing page we built looked like
Testing out whether folks would download the case study behind a gate, turns out—they would!
The campaign was shared by the incredible Ann Handley and Lee Odden, helping us reach a ton of people.
Read the sales enablement story I wrote by clicking the image to the right: