How to Use Customer Reviews to Leverage Content Marketing

Word of mouth has always been important for businesses small or big. The word-of-mouth channel has even more reach because of the internet today. This is good news for businesses that deliver on their promise and take care of customer service.

It is common for users to search for a business and look up its reviews and ratings before making a purchase. E-commerce websites know that customer reviews of products greatly influence sales.

According to BrightLocal, 72% consumers say that positive reviews make a business more trustworthy.

brightlocal customer reviews survey screenshot

Customer reviews obviously affect your online conversion. But is there a way to use them in your content marketing too?

Adding customer reviews in your content gives it authenticity and social proof. Customers are more likely to trust words of other customers. Here are ways to leverage your customer reviews for content marketing.

  • Social Media Posts

Social media is a place to connect with other people and get social.  You can also share the experience of other customers instead of just posting your own blogs, ads and graphics.  Thrive, a nutrition centre, posts their customer reviews on social media to gain confidence of other members in community. Seeing others successfully complete the program makes other readers more likely to give your product or service a serious thought.


You can also run a campaign to invite written or video testimonial for your business. LuluLemon, a Canadian athletic apparel retailer, encourages its customers to tag them in Instagram posts.  Customers promoting your brand in their personal posts give a boost to your brand authenticity on social media.


  • Blog

There are many ways to use positive customer reviews in your blog posts.

You can display testimonial in your blog or on side panel on your blog page. This can be done by inserting relevant customer review in a highlighted box.

You can also request your most loyal customers to write a guest blog for you. This is especially good for a B2B company. A blog from a marketing head explaining how your system improves marketing ROI for them can do wonders for your conversion.

  • Case Studies

Case studies are a great way to use customer reviews for storytelling. Case studies can be a part of your presentation or content on your lead page. They also go well in e-books and email campaigns.

Case studies weave customers’ words into a relatable story. Pick a demographic that is closest to your target market and recount the problems that the customer had before. Like any good story, a case study must have a clearly defined character, struggles, solution to problem and a renewed life after the use of your product, service or advice.

  • Testimonial

A testimonial page to display all your customer reviews is great when you have accumulated many reviews. Alternatively, you can also display your testimonials in a scrollable carousel format on the home page of your website. Simple plugins like Slidervilla allow you to display your testimonials in a tasteful manner.

slidervilla testimonials screenshot

  • Email Campaigns

Emails are another place where you can use user generated content. Using customer reviews and ratings will make your promotional emails more compelling and actionable.

Shape FX uses this beautifully to drive their leads to a purchase.

shapefx screenshot

  • Lead Page Content

Lead page is the most important page in content marketing. It converts visitors to leads and leads to customers in the sales funnel. An account from customers who have made this transition and happy with the result is a must have on your lead page.

You can also display your ratings earned on third party review sites such as Google seller rating, Yelp or other local business rating sites. Video testimonials and celebrity quotes do even better on lead pages.

Final Thoughts

Customer reviews can be used in many different ways in content marketing. They form the social proof that is needed to convert your leads into customers. Use them in different formats mentioned above to make your content more authentic and your brand more trustworthy.

How to Get your Facebook Page Verified

Almost every social media networking sites have their own verification process. As a normal Facebook user, we all create accounts or pages with our name.

Within minutes, you can open a Facebook page. Many people want to have a verified Facebook business page as it enhances their credibility. But, a lot of us don’t know how to verify a facebook page.

Are you one among them? No need to worry…

Here are the steps on how to get your Facebook page verified:

Step 1. If you are not a journalist, musician, actor or athlete, then change your category from writer, business person or whatever category to public figure.

How To Get Verified On Facebook With Mentions Step 1

Step 2. Under awards, put the publications, titles of the articles followed with links.

How To Get Verified On Facebook With Mentions Step 2

Step 3. Write a long description about yourself.

How To Get Verified On Facebook With Mentions Step 3

Step 4. Download Facebook mentions on phone.

How To Get Verified On Facebook With Mentions Step 4

Step 5. Once you download the application, open it and click the ‘Get Started’ button.

How To Get Verified On Facebook With Mentions Step 6

Step 6. Write your name as your page will not appear if you are not verified.

How To Get Verified On Facebook With Mentions Step 7

Step 7. After writing your name, click ‘My page isn’t verified’

How To Get Verified On Facebook With Mentions Step 8

Step 8. Now you can see a form is loading, then select page for your personal brand.

How To Get Verified On Facebook With Mentions Step 9

Step 9. After selecting the page, upload a copy of your photo ID and add a website link, then click submit.

How To Get Verified On Facebook With Mentions Step 10

Step 10. Run boosted ads or posts for around $5 a day for a week.

After submission, you have to wait. If your profile was verified in week with a blue check mark, then you will get a notification. You can also use the app which is super clean and easy to use.


Facebook Changes Branded Content Policy, Makes Verified Facebook Page Mandatory!

Recently Facebook updated to its branded content policies.

Now, in order to post a branded content, you need to have a verified Facebook Page as if you don’t have a verified Facebook page, you can’t post a sponsored content.

Read Also: Facebook Tweaks News Feed Ranking Algorithm

If you do not have a verified Page with a blue badge, you cannot post sponsored content advertising someone else’s products or services. What you can do is post branded content advertising your own business featuring your own logo.

Verified pages are those having blue badge.

For non-verified Pages, you cannot post: affiliate links, ad images, links to info about anyone else’s products or services.


Facebook Tweaks News Feed Ranking Algorithm

On Thursday, Facebook announced that it will start using time spent reading or viewing content on third-party pages as a factor in its news feed ranking algorithm.

This update to ranking will take into account how likely you are to click on an article and then spend time reading it.”

Facebook will also try to avoid too many posts from the same page that are together in a row in people’s News Feed.

We anticipate that most Pages won’t see any significant changes. Some Pages might see a small increase in referral traffic, and some Pages might see minor decreases”, Facebook said

Read Also: Facebook will Allow Publishers to Post Sponsored Content

Among the many factors Facebook takes into account when ranking items on a user’s News Feed are who posted the item, when it was posted, the type of content published and how other users have interacted with such posts. Each factor plays a part in the unique relevancy score Facebook’s algorithm assigns to News Feed posts for each user, according to vice president of product management Adam Mosseri.

Thus, Facebook will now make an attempt to predict how long people spend viewing a piece of content.


Facebook will Allow Publishers to Post Sponsored Content

Facebook allows the publishers to distribute branded content for free, but it’s not clear that whether its labeling system is FTC- complaint.

Normally, advertisers pay social celebrities and publishers for advertorial campaigns or branded video, but it depends on how many people see the respective branded content. And the most popular way for this FACEBOOK.

On Friday, Facebook announced that publishers can distribute branded content on social networks. Now one who runs a verified Facebook page — a publisher, brand or celebrity, – can post articles, photos, videos, links or other content to that page without Facebook’s permission.

Read Also: Google Delivers Warning to Website Owners

One more catch is now any eligible account posting content paid for by a brand to its Facebook page can tag the brand so that the top of the post carries the line “[Publisher] with [Brand].” This creates a way for marketers to be notified when a publisher posts content paid for by their brand.

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