We all love hearing feedback from customers about our products and services. The good feedback can be celebrated and shared far and wide. The not-so-good feedback gives us the opportunity to reflect and improve.
The comments, stories and experiences that our customer share with us can be the fuel we need to continue creating great content.
One of the best ways to receive this feedback is through customer interviews. Your customer interviews may lead to making changes to your services, your messaging, your marketing strategy...and more.
But have you ever considered repurposing them?
Repurposing your customer interviews is a great way to promote your brand with the backing of real customers to reinforce your message.
In this podcast episode and blog post, we share some of the most effective ways you can repurpose your customer interviews. Find out 5 ways you can extend their lifespan across all stages of your marketing funnel and how we put their own advice into practice.
Press ‘play’ to listen to the podcast episode…
Or keep reading to find out how best to repurpose your customer interviews…
Why conduct customer interviews?
Let’s touch on why customer interviews are so effective. Here are 3 benefits of customer interviews:
You may think you truly understand the problem that your product/service solves.
You may think your product is simple for customers to use, or your service is straightforward and clearly understood.
But there’s no better way to find out than by asking your customers.
Hearing what works and what doesn’t can really help you improve your marketing. You can understand their pain points and identify nuances in the language they use to ensure you truly talk to your customer with your content.
Changes in customer behaviors and needs
Secondly, even if your brand is an industry leader, it doesn’t mean you’re necessarily serving your customers in the best possible way all the time. Customer behaviors change and the challenges they face and solutions they seek do too.
Asking customers directly can help you adapt your offerings, and content marketing strategy, in this fast-paced world we live in.
Content – with all-important repurposing potential!
This reason why customer interviews are so helpful to carry out feeds into the purpose of this blog post. Recorded customer interviews (ideally video but audio-only works too) become content in their own right.
Not just any content, but content bursting at the seams with repurposing potential.
5 ways you can repurpose customer interviews
Without further ado, here are 5 ways you can repurpose customer interviews.
Podcasting has grown more than anyone could have imagined over the past decade and especially since the pandemic struck in 2020. In a 2021 report, Insider Intelligence suggested that podcasting will be a $94.88 billion industry by the year 2028. If you don’t have a podcast, could now be the time to start one?
Podcasts provide an excellent way to connect with your audience, but they can be time-consuming to create. If you’re already struggling to juggle a million and one other marketing exploits, creating a podcast may not be high on your list of priorities.
This is where content repurposing comes into play!
Interview formats are incredibly common in the podcasting world, particularly business and B2B podcasts, so if you conduct recorded customer interviews why not repurpose them into podcast episodes?
This is an idea we’ve put into practice and seen work really well at Content 10x. We repurposed Zoom-recorded customer interviews for our client, Linode, into engaging podcast episodes their audience could listen to to hear really interesting stories from their customers.
We caught up with Rob Yoegel, then-Head of Marketing at Linode, on a previous episode: How to Repurpose and Deliver Compelling Customer Stories. In the episode, Rob shared why he finds customer interviews so important.
2. Thought leadership articles
Business magazine Inc. suggests that successful thought leadership articles “focus on storytelling” and “address real-world business problems”.
Customer interviews tick both of those boxes, so surely the two go hand-in-hand?
Customer interviews are a great way to showcase how you work with your customers to confront real-world business problems.
You can share main takeaways from the interview by weaving quotes into thought leadership articles or even use the premise of a customer’s feedback as the basis of a piece.
These can be posted to your website or syndicated to industry publications for a chance to get even more eyes on them.
Repurpose your most valuable findings and cement your place at the forefront of your industry.
3. Social media images
Repurposing your customer interviews into impactful social media images is a brilliant idea.
A happy client’s words can really boost your reputation. If a prospective customer needed one final reason to make that positive purchasing decision, this could tip them in your favor.
Your customer interviews are about sharing stories and experiences, so consider an image carousel for Instagram and LinkedIn too.
Here’s a tip: at Content 10x, we use Otter.ai to transcribe audio and video content and make it easier to pick out key quotes. These can be made into attention-grabbing quote images and you can use the copy to expand on the quote.
Another smart way to repurpose your customer interviews!
4. Email newsletters
If you send out an email newsletter to your subscribers, try adding the positive passages from your customer interviews. Or, you could try longer excerpts or just a simple quote or two.
Not all of your email subscribers will be active followers of your brand. But many may still be opening their emails and reading what you have to say.
Similar to what I said in the ‘Social media images’ section, subscribers may just be waiting for one final thing to make that purchasing decision and seeing a customer story could just encourage them to take action.
5. Social media videos
If you video record your customer interviews, it’s a great idea to edit them into snackable videos for social media. Find high impact, engaging or memorable segments of the interview and create a compelling piece of video content for TikTok, Instagram, Twitter...etc.
It’s a brilliant idea to press ‘record’ when carrying out these interviews as it opens up so many repurposing opportunities.
Even if the customer interviews you’ve conducted are audio-only, you could create an audiogram instead of a video with enticing graphics to get your audience interested. Just us slipping in one extra example – no need to thank us!
That said, if everyone can overcome being camera shy then try video recording as this brings about more potential to repurpose than audio alone.
Ready to repurpose customer interviews?
We hope we’ve opened up your eyes to the potential that customer interviews have.
Before we even consider them as content, they help us to understand our customers more – improving our messaging, marketing, products and services, sales content, and more.
Then when we hit that record button, they transform into content as well. That’s when repurposing magic can happen.
So, we hope you like our 5 (well, kind of 6) ways to repurpose customer interviews.
Which one will you be trying first?
If you’re keen to try these ideas out or have any queries, get in touch and let us know! We are @content10x on all social media channels.
Or if you can’t find the time to fit this into your content marketing strategy, we can help. We repurpose your audio and video content into social media copy, blog posts, video, images and so much more as part of our content repurposing services.
For more content repurposing advice, grab our book, Content 10x: More Content, Less Time, Maximum Results, on Amazon or Barnes & Noble.