A customer story is a narrative built from a real customer's situation: what they faced, what they tried, what they did with your product and what changed. It is a close cousin of the case study, written to be read rather than skimmed.
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What makes one credible
- A named person and company, with permission
- Specific details of the situation
- Results you can verify, stated as they were given
- The customer's own words, lightly edited
Where to use it
Put stories on use-case, pricing and comparison pages, and share them with sales, where a peer's experience carries more weight than your own claims.
Common mistakes
Inventing or inflating numbers
State only figures the customer confirmed.
Frequently Asked Questions
A testimonial is a short quote. A story explains the situation and how the product was used.
Keep reading
- Case Study: A case study tells how a real customer used a product to solve a specific problem, with the situation, approach and results, as evidence for buyers.
- Testimonials: Testimonials are statements from real customers about their experience with a product, shown on a website to help prospects judge whether it suits them.
- Social Proof: Social proof is evidence that other people use and value a product, such as testimonials, customer logos, reviews, ratings or usage counts.
- Storytelling: Storytelling in content marketing uses narrative, with characters, problems, choices and outcomes, to make ideas and evidence easier to follow and remember.
- Brand Voice: Brand voice is the consistent personality in a company's writing, how it sounds across content, product and support, while tone adapts to each situation.
- Buyer's Guide: A buyer's guide helps someone choose a type of product: what to look for, what to ask vendors and how options differ. For SaaS it targets people who know they need a tool but not which one.
- Checklist Content: Checklist content turns a process into a list of steps someone can tick off, such as a site migration checklist. It matches searches from people who are about to do the task.
- Content cadence: Content cadence is how often you publish, set at a rhythm your team can sustain.
