Collaborating on VOC Content Creation and Distribution Strategies

Shannon Howard · 2025-05-28T19:17:51.117Z

, , and I were talking yesterday about VOC content. Would love if we can meld minds to come up with: 1. Different types of VOC content you might create (reviews, case studies, testimonials, etc.) 2. How you syndicate/distribute this content externally (social, ads, email nurtures, BDR outreach, etc.) 3. How you distribute VOC content INTERNALLY so teams use it If you're interested in contributing, share what comes to mind for the above, and I'll pull it all together as part of a VOC content series to share. :slightly_smiling_face:

Collaborating on VOC Content Creation and Distribution Strategies | CMAweekly Customer Marketing and Advocacy Slack

4 comments

· Sorted by Oldest

Charlotte Kennett
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VoC was part of my remit in my former role, and after we completely shook things up in terms of business-wide adoption, and turned it into a strategic tool, we saw a 141% increase in NPS YoY. One area it really helped (beyond the strategic decision making and social proof) was to help with Analyst responses (Gartner MQ, etc.), because we could back with data. We were actively working on what I called a VoC 360 initiative, that basically fed all forms of customer feedback and surveys into one place (incl. reviews), our early POC was incredibly promising in terms of insight and usability. Anyway, more than happy to connect to talk more about it if helpful 💕
👍1
Kristin Blye
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Hi Shannon! I wrote two articles about this if you find them helpful. VOC - 4 Ways to Develop a Voice of the Customer Strategy Through Community Engagement https://www.linkedin.com/pulse/4-ways-develop-voice-customer-strategy-through-community-kristin-blye-swhle UGC - 4 Ways to Influence User-Generated Content (UGC) Within Your Customer Community https://www.linkedin.com/pulse/4-ways-influence-user-generated-content-ugc-within-your-kristin-blye-opz3e
Karen Thomas
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If this turns into a "meeting of the minds" for this topic, I would love to join the call. LMK
2
Rachel Ward
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·
1.
Different types of VOC content you might create (reviews, case studies, testimonials, etc.)
a.
third party reviews
b.
testimonials
c.
case studies
d.
infographic and blogs using the above
e.
video (external) and reference deflection videos (internal use)
f.
quantifiable customer ROI stats
g.
press release and media coverage of client successes
2.
How you syndicate/distribute this content externally (social, ads, email nurtures, BDR outreach, etc.)
a.
social
b.
ads (we have seen a >20% conversion rate on ads using our testimonials and customer ROI)
c.
email campaigns/nurtures
d.
sales outreach
e.
sales enablement documents
f.
website (microsites/landing pages/leaf pages)
g.
sales email signatures
h.
event booth graphics and brochures
i.
PR and Media outlets/third party publications
j.
marketing content on website: ebooks/blogs/one-pagers/etc.
k.
in-app messages
3.
How you distribute VOC content INTERNALLY so teams use it
a.
CSI (weekly sales training)
b.
Weekly AM/CS training
c.
GTM Buddy (Sales enablement tool)
d.
Internal newsletters
e.
Town Hall (we bring on customers for a live fireside chat in our company townhalls every other month)
f.
feedback loop with product and Client Sucesss

Charlotte Kennett
·
·
VoC was part of my remit in my former role, and after we completely shook things up in terms of business-wide adoption, and turned it into a strategic tool, we saw a 141% increase in NPS YoY. One area it really helped (beyond the strategic decision making and social proof) was to help with Analyst responses (Gartner MQ, etc.), because we could back with data. We were actively working on what I called a VoC 360 initiative, that basically fed all forms of customer feedback and surveys into one place (incl. reviews), our early POC was incredibly promising in terms of insight and usability. Anyway, more than happy to connect to talk more about it if helpful 💕
👍1
Kristin Blye
·
·
Hi Shannon! I wrote two articles about this if you find them helpful. VOC - 4 Ways to Develop a Voice of the Customer Strategy Through Community Engagement https://www.linkedin.com/pulse/4-ways-develop-voice-customer-strategy-through-community-kristin-blye-swhle UGC - 4 Ways to Influence User-Generated Content (UGC) Within Your Customer Community https://www.linkedin.com/pulse/4-ways-influence-user-generated-content-ugc-within-your-kristin-blye-opz3e
Karen Thomas
·
·
If this turns into a "meeting of the minds" for this topic, I would love to join the call. LMK
2
Rachel Ward
·
·
1.
Different types of VOC content you might create (reviews, case studies, testimonials, etc.)
a.
third party reviews
b.
testimonials
c.
case studies
d.
infographic and blogs using the above
e.
video (external) and reference deflection videos (internal use)
f.
quantifiable customer ROI stats
g.
press release and media coverage of client successes
2.
How you syndicate/distribute this content externally (social, ads, email nurtures, BDR outreach, etc.)
a.
social
b.
ads (we have seen a >20% conversion rate on ads using our testimonials and customer ROI)
c.
email campaigns/nurtures
d.
sales outreach
e.
sales enablement documents
f.
website (microsites/landing pages/leaf pages)
g.
sales email signatures
h.
event booth graphics and brochures
i.
PR and Media outlets/third party publications
j.
marketing content on website: ebooks/blogs/one-pagers/etc.
k.
in-app messages
3.
How you distribute VOC content INTERNALLY so teams use it
a.
CSI (weekly sales training)
b.
Weekly AM/CS training
c.
GTM Buddy (Sales enablement tool)
d.
Internal newsletters
e.
Town Hall (we bring on customers for a live fireside chat in our company townhalls every other month)
f.
feedback loop with product and Client Sucesss