• C.E.K. & Partners

Content Creation: Why and How to Use Customer Testimonials


Customer testimonials

How many reviews did you read on Amazon before making your last purchase, whether for a new pair of running shoes, a golf bag or a book? Customer reviews are a powerful tool to include in your content creation mix – and do indeed influence purchases. With B2B digital marketing, customer testimonials or success stories are powerful – they answer the question for prospects about what customers who have purchased your product or service think about it.

“92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.”

– Nielsen Research

In our content creation process, we include customer testimonials. It tells your story from an objective third party about why your B2B brand, product or company should be chosen. They give you credibility, and promote your company without an aggressive sales pitch. They’re another way to build trust with both prospective customers and current ones.

Here are some reasons to start creating content that includes customer testimonials:

  • Add credibility

  • Build trust

  • Bring a human element

  • Unlike reviews, you control what is said/posted

Now that you know you want to use customer testimonials, what now? As an Atlanta-based B2B brand strategy agency, C.E.K. & Partners’ writing lab offers content creation services for both traditional and digital marketing . This entails incorporating testimonials into the work we produce for brands.

Are you considering including customer testimonials in your content creation process?


Here are 5 tips for creating them.

1 | Identify customers

First and foremost – be authentic. Testimonials should be real and never fake. Identify a list of potential customers to reach out to for a testimonial.

  • Identify the right customers based on the type of projects/services or industries you want to showcase.

  • The customers who provide testimonials should reflect your ideal prospective customers – and focus on distinct solutions and benefits provided to them.

  • If there are multiple customers involved in a project, consider which customer can provide the perspective that would be most meaningful to th