Valerie Chernek PR & Social –

hand_bizInspiring brand trust is an ongoing challenge for smart content marketers. Why? Because we do business with people we like. We rely on real experiences before we buy. We listen closely when we hear a good story. We like reality TV! And, we like different social media channels. Circulating customer stories is a marketing best-practice. Where do you begin to build credibility and brand trust? Here are thoughts, please add yours!

Website: Invite a relationship. Define your customer for your customer.

Case Studies – Press releases: When I hear someone say, “We don’t have any news to write a press release, I wonder if their company or product is dead. If you don’t have customer successes, what have you got?

Social Media: Invite your rainmakers to join the conversation. (Crowdsource)

Sales: Give them customer stories to be excellent at what they do for you.

Newsletters: Get to the point. One theme. Let testimonials make a case for you.

Announcements: Think of gimmicks, fun images, quotes, occasion-based events, creative mash-ups that will surprise prospects using a customer success.

Blogs: Be authentic. Carve out a theme. (Anticipation)

Webinars: Draw participants in with customer stories they can relate to. Confirm why they signed up. We are only half-listening at this point. (Guilty!)

Events: Invite customers to speak on your behalf. (Reality Sells)

Voice Mail – Hold Messages: Record customers telling their story. (Awesome!)

Annual Reports – Industry awards: Show real people behind the numbers.

Employee orientation: Employees deserve to hear about customer successes.

Smart content marketing practices revolve around customer stories. Yes? What do you do to build credibility?


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