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There are a lot of ways that customer narratives can help engage your audience. Do you know what they are, and are you using them correctly in your campaign?

One of the best ways to market is through the power of your existing customers. Not only can they literally tell people how great you are, they can also provide examples of product applications, or sample scripts for how your services can be implemented. What’s more, their narratives are the success stories that future customers want to see.

Case studies, use cases, and testimonials are three types of content that harness the marketing power of your current customers. Here’s what they are, and how you can use them to their full potential.

Use Case

A use case describes a particular application for your product or service, often explaining exactly how it’s done and why the product is the best for the job. Think of use cases like serving suggestions (the ones that include a description of the dish and a recipe for how to recreate it). One use case for Chex cereal, for example, is Chex Mix. Certain types of products tend to have use cases printed right on them (like Chex) but you can also publish them on your website or blog.

When to use them: Use cases are really good for selling to technical audiences, particularly scientists, who may have a great understanding of technology but not enough knowledge of your product to know why it’s a best fit for a particular scenario. By looking at use cases, technical buyers can learn more about how your product is specifically differentiated and determine the ways in which they might be able to capitalize on that, even if the use case isn’t for their specific application. If it is, even better.

Case Studies

Case studies are narrative problem-solving accounts in which you and your customer are the protagonists. They go like this: X customer had Y problem, they went through Z process, and eventually settled on your product for Q reasons. Your product solved the problem, and the customer reaped the rewards of the innovation. Case studies sometimes include use cases, but often they are more abbreviated than a use case would be if published on its own. Case studies can be released independently, featured on your website, or published on your blog.

When to use them: Leverage case studies when you need to sell to executive buyers, or people who are interested in solving macro-level problems. Case studies are less about how a product actually works and more about why it’s a good investment. This is why the best case studies usually feature a big name company with a great story.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.

You need to collect evidence to support your audit efforts, but don’t want to send out and follow up on hundreds of email requests. Auditstar’s audit functionality automates the process, so you can focus on reviewing artifacts and assessing controls.