Customer stories are most compelling when they are authentic

06/13/2013 | MarketingProfs

Authenticity is critical when it comes to content marketing, writes Jay Pinkert, director of content for Infusionsoft. This means you should select ordinary people who have had varying degrees of success with your product to deliver customer testimonials, he writes. Developing a standard interview framework can help you put customers at ease as they discuss their experiences, he writes.

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