Digital Marketing: Customers supply endless of fresh content

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By Regina Gilloon-Meyer, correspondent

With the perpetual change that swirls around the digital marketing world, one constant theme remains — customers and search engines alike love fresh content.

If you are struggling to come up with original content on a regular basis, don’t overlook one of the most compelling sources of all: your happy customers.

If you are good at what you do (and if you’re not, no amount of marketing will help you anyway), client testimonials and case studies can supply some of the most compelling content. In a world where SEO has experienced a sea change, where traditional keyword strategies have been replaced by conversational search and website success is measured more by conversions than visitors, case studies and testimonials are the perfect vehicle for providing content that tells relevant, compelling stories to attract customers and promote conversions.


New success stories are great way to demonstrate the scope of your offerings, particularly as you add new products and services. Testimonials can be as short as pithy pull quotes sprinkled around your website to long-form case studies and videos detailing completed projects.

A common concern we hear when doing website redesign is that a customer isn’t aware of all the services a business offers. A testimonial or case study often can reflect the depth and breadth of services more concisely than long lists and detailed descriptions.

It tells a more compelling story.

Case Studies Persuade, Convert

Driving traffic to your website by just writing headlines with keywords are over, experts say. Effective SEO strategy now focuses on customer experience.

Consumers researching big-ticket items and B2B customers crave facts, not fluff, and that’s what a solid case study can provide. Detailed case studies clearly demonstrate the challenges the customer had, the solution you provided and the final result.

Keep in mind that not everyone who comes to your website will read your case studies, but the ones who do often are your best prospects.

These people are ready to make a decision. Give them a reason.

Social Proof

In addition providing awareness and proof of value, testimonials and case studies also demonstrate social proof. An endorsement builds legitimacy in the mind of a skeptical consumer and builds trust.

If you have done work for a well-known business or organization and they are willing to provide you with a testimonial or a case study, you’ve garnered some powerful marketing.

And speaking of social, it’s important to create testimonials that easily can be shared by your clients on social-media sites to maximize the impact and further the reach of your stories.

Continuous Process

Minding and adapting to what Google and the other major search engines want is critical to digital marketing success. Even the best and most creative websites will get stale and fall in the rankings if they are not regularly updated. Testimonials and case studies can resonate with clients and show them that you understand their problems.

More important, they demonstrate that you know how to help solve them.

Potential customers want to see what you’ve got, and you need to show them what you can do. Don’t just talk about it on a services page, actually show them what you do.

As you plan your content strategy for 2016, create content that reflects your story and your customer’s story. Then optimize it for maximum visibility.

• Regina Gilloon-Meyer is a content marketing specialist for Fusionfarm, a division of The Gazette Company; (319) 368-8530,, @Regiimary

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