Content That Works Across Every Channel

At digiio, we specialise in producing customer advocacy content, telling stories about your brand using the voices that matter most - your customers. Through this content, others can see how your products solve real challenges and drive success. 

Whether captured on film, podcast, or as a written piece, advocacy content is a potent marketing tool, delivering the social proof customers seek when choosing a brand. 

But where does it perform best? How can it be used? And is it just for marketing? 

Let’s find out… 

Why is customer advocacy so powerful? 

Unlike the usual advertising or brand “noise”, advocacy content is authentic, featuring real customer voices and telling genuine stories. It is engaging and inspiring, driving a message that audiences can relate to. This is essential for building trust with potential customers, who will usually compare multiple providers before making a purchasing decision. 

Can advocacy content be used across multiple marketing channels? 

Yes. Advocacy content can be promoted across channels, driving results on websites, landing pages, social media, email and events. It can also be incorporated into an omnichannel strategy. By placing it at every touchpoint, you can reinforce a consistent message of trust, positioning your brand as a reliable, credible choice in a competitive marketplace. 

What are the different types of advocacy content? 

Advocacy content comes in many forms. Here’s a breakdown of each: 

• Case studies 

The holy grail of advocacy content, case studies are in-depth stories that showcase how a customer succeeded using your products. Whether filmed or written, these stories drive engagement on social media and build credibility across websites, landing pages, emails and campaigns - making them a valuable asset. 

• Testimonials 

These are short quotes, either filmed or written, from satisfied customers. Often featured on landing pages, websites and social media, they add social proof and build trust quickly, in a bitesize format. 

• Podcasts and events 

Though often overlooked, podcasts offer a strong platform for customer advocacy, giving customers the space to share their experiences in dedicated episodes. This content can then be shared on multiple channels. Advocacy also shines at brand-hosted events, where customers speak as thought-leaders, boosting PR and reinforcing brand trust in settings that usually focus on other priorities. 

On which channels does advocacy content perform best? 

Here are some examples where this content really makes an impact: 

• Social Media 

Customer advocacy content is perfect for social media, aligning with exactly what makes these platforms so successful: community and authenticity. This is what social media was made for, sharing real stories - video, written or podcasts – that foster engagement, audience connection, and most importantly, drive that message of trust. 

• Website 

Your website is where first impressions happen, so why not put advocacy front and centre? Your homepage, product pages, blog etc are all great places to promote positive stories and testimonials, converting website visitors into customers. 

• Landing pages 

When launching a new campaign, marketers often prioritise design, advertorials, and product-focused assets. There’s nothing wrong with this, but your message will be twice as strong when reinforced by case studies and testimonials from real customers. For extra impact, place advocacy content near CTAs, using it strategically as people browse down the page. 

• Email marketing 

Email is a prime channel for customer advocacy content. Adding stories and testimonials to promotional emails, for example, increases trust for potential customers, while showcasing your latest case studies in a newsletter offers compelling content for subscribers. 

Can customer advocacy be used outside of marketing? 

Yes. Although advocacy content is primarily a marketing tool, it can be used to inform multiple business areas. Sales is the big one: teams can leverage case studies and testimonials in their pitch decks and other interactions with potential customers, using it to build credibility, shorten the sales cycle and differentiate your brand.  

Elsewhere, customer advocacy can be used in product development to inform improvements and new features, ensuring development aligns with real customer needs. It is also useful for training and onboarding, helping new hires to understand your product’s real-world value. 

How can I ensure advocacy content strikes the right message across channels? 

So, you’ve got some amazing case studies, videos, testimonials or podcasts. But how do you ensure this content resonates across each channel? Here’s a few tips: 

• Define the message 

Firstly, establish what you want people to feel or do with this content. Do you want it to drive purchases, leads or just enhance your brand? Is this about striking an emotional chord, or seeing the benefits of your product in action? Align this with your core values and then maintain this message across all channels. 

• Tailor for the format 

Now, decide which channels you’ll use, but adapt the content for each format. For example, some social media platforms are more visual or professional than others. And the way you use advocacy on your website or landing pages will be a bit more strategic. Just remember to keep the message consistent. 

• Maintain your brand voice 

Although you’re using this content in multiple places, it’s important to avoid sounding like a different brand on each channel. Ensure your advocacy content maintains trust and a consistent message by using your brand tone – whether that’s fun, empathetic, bold, serious or visionary. 

• Centralise your assets, train your team 

Instead of hiding this content away in silos, keep it all in one place. This enables marketing, sales and other teams to access it easily, ensuring your message doesn’t get lost or redefined. At the same time, make sure everyone is aligned on the purpose of customer advocacy content to ensure consistency and prevent misuse. 

How digiio can help 

At digiio, we understand customer advocacy. Our team creates professional videos, written case studies and other content that builds trust, confidence and credibility across channels. 

With over a decade of experience, we’re well-positioned to bring your vision to life, working with you from beginning to end to ensure your story leaves a lasting impression. 

Ready to boost your brand? Explore how we can help: https://www.digiio.com/services