In this example, a single customer interview netted more than 38 pieces of content. And here are the essentials on how to get your customers to help you.
Love this very clear how-to article for gathering customer stories. The author provides very clear steps on how to get this done. Yeah!
Her best piece of advice is to not do the interviews yourself -- find someone else who is a good listener, maybe even someone outside your company. Excellent tip. Asking customers for their stories is sometimes hard to do. Maybe the story the business wants to hear is not the story your customer wants to tell -- and I don't mean that customers want to complain. I just mean that businesses need to be open to all kinds of stories a customer may want to share. Sometimes it is a lot easier for a neutral party to gather these stories for you.
My only other comment is that the author focuses on case studies. But case studies are not the only kind of customer narrative to write. Case studies are not the only effective kind of customer story to share. Better to just collect the stories and then determine what form to use.
It is fabulous that the author shares how a single story can parley into 38 pieces of content. That is a content creator's dream come true!
Read the article for the author's process, great tips, and a free downloadable book.
Thanks Giuseppe Mauriello @pinomauriello for suggesting this article to me!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it