It’s my philosophy that customer stories are just that: all about the customer. I focus on letting the customer advocates shine so that prospective clients can empathize and connect. The product or service plays the crucial supporting role, helping the customer achieve their goals and unlock their potential.
As the Content Marketing Manager at Canto, a B2B digital asset management (DAM) startup that helps marketing and creative teams manage their photo and video libraries, I had complete ownership over the customer testimonial process, from interview to published content. I wrote 25 long-form customer stories and case studies over 10 months, which the marketing team used for email and social media campaigns and the sales team used for conversations with prospects.
Here are some of my personal favorites I wrote for Canto:
- New World Symphony Aligns Teams and Highlights Illustrious History With Canto
- Seattle Housing Authority Uses Visual Storytelling to Advocate for Low-Income Families
- Yard House Achieves Peak Performance and Productivity With Canto
As the Content Developer at Igneous, a B2B enterprise software startup specializing in unstructured data management, I helped kick off the company’s customer content engine.
Here, we needed to distill highly technical details into easy-to-understand takeaways and benefits. With a background in the hard sciences (yup, I have a B.A. in physics), this was a fun challenge!
My favorite project was writing the PAIGE.AI case study and coordinating the accompanying testimonial video. I also worked on the Altius Institute and Tippett Studio case studies.
Cat Chiang 