Writing content by retelling customer experiences is a way to make relatable content. Nowadays, writing relevant content to acquire readers and followers has become an acceptable and inexpensive way to spread messages. However, some contents are not engaging or are not relatable to readers such as case studies. Some contents are full of data or infographics that readers cannot empathize with. We will be looking into these contents to see how some are more partial towards writing case studies.
The Origin of Case Studies
Case studies are an acceptable way to write content even before infographics or any other relevant content was formed. These case studies would be used even in sales meetings or conferences. They are a way to focus on the value or benefit of a product that customers trust. It can also build hype, With the internet and other forms of technology, people adapted the use of these case studies into other forms of media.
The problem with these case studies is that people are more susceptible to things they can relate to. How can readers relate to case studies that they are not familiar with and have no idea about? These case studies may be scientifically accurate, but on the part of the readers, they will ask:
- How is this relevant to me?
- Who are the subjects of these case studies and what are their stories?
- What are their customer experiences?
It doesn’t mean that these case studies are useless, and cannot be included in the content. It just means that rather referring to data and statistical analysis in your entire content, you can start using customer stories and experiences to make your content relatable to your readers.
Using customer experiences is a more effective way of gaining more readers and followers. Rather than using case studies, you should be using customer stories. Here are a few things you can try to help your readers relate to the content and infuse empathy in writing:
Pick a Subject in Your Pool of Case Study Subjects
Depending on the topic of your case study, you can choose a subject among those with the most compelling customer experiences. Among these subjects, which one has the most relatable experience or story? If it’s about a product, choose a subject who has been using the product the longest, with the most positive customer experiences. The subject should be an individual, who participated in these case studies, and who is not hesitant to share the story.
If possible, choose more than one subject to make the customer experiences more compelling.
Interviewing and Gathering Information
The next step is to interview the subject. Make sure the selected subject is reachable. If they make any claims, it can be substantiated with facts. Ask open-ended questions that will elicit an emotional response. As much as you can, encourage the subject to tell how relevant their customer experiences are to their daily living. It is important that the stories will trigger an event in the minds of your readers.
It would be best to pick specific stories that readers can relate to depending on the product or situation at hand. For example, a first-time mother will always do their research concerning what the best diaper or formula brand is. They will ask the opinions of experienced mothers and try to find customer experiences that they’ve had or expect to have. They will most likely listen to a mother who has tried a few choices of diaper brand before finally settling for a particular brand that works best for them.
Using Customer Stories to Write Relatable Content
Once you have all the information you need from the subject, it is time to use your creativity into writing content that contains first-hand customer experiences. Start your content with the general idea, and expound on them using customer stories to illustrate your idea further. Try to answer these questions:
- How are these customer experiences going to affect target readers?
- Are these stories compelling enough to provoke action and recommendation among the readers?
- Is the content understandable enough for anyone who wants to read the content?
Summarize the customer experiences and probably use your subject’s name (or pseudonyms) to make them realize that you are talking about real people and real experiences. They are real people like you and me, who are going through the same things that they are.
Getting the Word Out and Sharing Customer Experiences
Now that you have your content, you can spread the word and get it out into the world. Publishing your content is a way to get readers, and if possible, sell your product. The content will both work to help you get potential readers, customers, and marketers. Satisfied readers and clients have always proven to be the best marketers. They will most likely tell people about their positive experiences and useful information they have received. Chances are they are the ones who know other people who are going through the same things they went through.
Gathering information to write relevant content will always be challenging. It is helpful to know that there are companies like iPresence Business Solutions who can assist you with writing relatable content. We have a team of talented experts who has experience writing about customer experiences. Let us know how we can help.