Want a shortcut to creating content that will convert, resonate with your customers, and save you time? Let’s explore six ways to incorporate reviews into your content marketing strategy and how to avoid the pitfalls. You also can use these reviews as a source to find your brand advocates, who may be willing to work with you to create trustworthy content that converts, such as case studies. Add credibility to website and landing pages Incorporate reviews and recognition from review websites on your site. In B2C service reviews, TripAdvisor and Yelp allow you to embed reviews at no charge. Craft celebratory blog posts You know those reports and best-of lists created by review sites? Author Lilly Adam took an Amazon review of her book and turned it into a GIF for Twitter: What a great story of the life of the two girls. For example, ReviewMeta.com was created to evaluate Amazon customer reviews. Some sites allow you to use customer reviews in your marketing materials. And imagine how review content can help give you an endless bounty of new content to kick-start ideas and build on content you already have.
Want a shortcut to creating content that will convert, resonate with your customers, and save you time?
Enter third-party review websites.
For content marketers, reviews are like an unending recipe book. They are your golden ticket to efficient content that converts. (A 2017 study by the Spiegel Research Center reports that displaying reviews can increase conversion rates by up to 270%.)
Let’s explore six ways to incorporate reviews into your content marketing strategy and how to avoid the pitfalls.
1. Spark content ideas
Review sites can be a springboard for content ideas – ideas that already reflect something your audience thinks, whether it’s about how to use your product, what features matter, or pain points to overcome.
This Yelp review for the Tortoise Supper Club in Chicago is full of content ideas. Its marketers could create content about pre-show restaurants, the role of staff in creating ultimate dining experiences, or even the evolution of mom’s meatloaf.
You also can use these reviews as a source to find your brand advocates, who may be willing to work with you to create trustworthy content that converts, such as case studies.
TIP: Use widgets to embed reviews from a third-party platform on your site, which allows consumers to know the review is unaltered.
2. Add credibility to website and landing pages
Incorporate reviews and recognition from review websites on your site. Content from third-party review sites adds a level of credibility. Focus on landing pages with the most traffic or the best leads to conversions.
In B2C service reviews, TripAdvisor and Yelp allow you to embed reviews at no charge. Embedding from B2B review sites may be open only to paid customers.
Julie’s Park Café & Hotel in Door County, Wisconsin, uses its TripAdvisor reviews on its site:
Another Door County hotel, the Bay Shore Inn, uses its TripAdvisor recognition, an instant stamp of approval, on its site:
3. Craft celebratory blog posts
You know those reports and best-of lists created by review sites? As soon as you discover your brand is on the list (yay!), write a blog post displaying the evidence of your new acclaimed status.
Many B2B software providers do this, such as in this example from Kareo, when its all-in-one medical software product was ranked highest in customer satisfaction based on user reviews submitted through G2 Crowd (my employer).
4. Watch for videos
As the rise of video reviews continues, keep an eye out for ways to incorporate them in your video content.
For example, if you’re a dog lover like me, you can turn to YouTube for reviews of a pet toy’s durability. Introducing the Tough Toy Tryouts channel. Pet lovers can actually see what happened with the KONG Goodie Bone & Stuff’N Dog after 3-year-old Story put it to the test.
YouTube is a growing source for reviews and Amazon is exploring video reviews too.
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