How to Diversify Your Customer Content Engine: Insights from Industry Leaders

Customer content is evolving rapidly, and today’s B2B buyers demand more than polished testimonials—they crave authentic, engaging, and versatile stories. In our recent webinar, Diversify Your Customer Content Engine, we brought together three customer marketing powerhouses: Hayley Handler (Greenhouse Software), Jen Salazar (AuditBoard), and Aly McGue (Databricks). They shared actionable strategies for creating impactful, cost-effective, and authentic content that resonates across channels.

Here’s what we learned about powering your content engine for maximum reach and impact.

The State of Customer Content: Meeting New Demands

Traditional formats like case studies and email campaigns still hold value, but as Hayley noted, “Buyers and sellers alike are demanding dynamic, hyper-relevant content.” Video testimonials, user-generated reviews, and concise, targeted messaging are now table stakes.

Jen emphasized quality over quantity: “In a world of short attention spans, a well-crafted video testimonial or reference call has a far greater impact than a library of generic case studies.”

Key Strategies for Diversifying Your Content Engine

1. Prioritize Persona-Driven Content

Understanding your audience is the foundation of an effective content strategy. Tailor your efforts to specific personas, as Aly pointed out:

“C-level executives expect content that speaks to their strategic goals, while operations teams value hands-on insights and implementation tips.”

Focusing on personas also helps expand your advocate pool by engaging contributors at every level of your customer’s organization.

2. Use Events as Content Goldmines

Events—whether flagship conferences or small VIP gatherings—offer unparalleled opportunities for capturing authentic customer stories.

• In-person: Hayley described Greenhouse’s approach to thematic VIP events:

  “These intimate gatherings allow us to position customers as thought leaders while capturing insights that shape our broader content and account management strategy.”

• Virtual: Virtual focus groups and roadmap previews are also valuable. “They uncover what’s top of mind for customers, informing our campaigns and making our messaging more relevant,” Hayley added.

3. Amplify Content Through Social Media

Social media is a powerful channel for delivering quick, authentic content. Aly shared Databricks’ success with social media amplification kits, which include pre-written posts and branded visuals for executives and customers.

Hayley added, “Activating your internal teams—sales, customer success, and executives—to share content on their networks amplifies your reach while showcasing genuine enthusiasm for customer achievements and product enhancements.”

4. Leverage the Customer Voice to Differentiate

In a crowded market, your customers are your strongest differentiators. Peer reviews on platforms like G2 and TrustRadius carry more weight than brand-driven marketing.

Jen explained how to craft a strong review strategy:

“Organizations should focus heavily on generating high-quality reviews to validate their offerings and build buyer confidence. These reviews not only help differentiate you from competitors but also provide content for other channels.”

Hayley highlighted how steady customer voice promotion—through awards programs, case studies, and social posts—creates an ongoing drumbeat that sets brands apart.

5. Get the Most From Every Content Opportunity

Efficiency is key when resources are limited. The panelists shared practical tips for maximizing content:

• Repurpose everything. A recorded case study interview can become a blog post, a social media clip, and a reference video.
• Leverage technology. Tools like Slack integrations, Gong for conversation insights, and automated templates make it easier to scale content across teams.
• Think long-term. Plan the syndication and distribution of content early to ensure maximum impact over time.

Hayley called out the importance of internal collaboration:

“Sales teams are great at marketing authentically and quickly. Equipping them with video clips, quotes, and G2 badges can drive big wins in their prospecting.”

AI: Your Secret Weapon for Efficiency

Artificial Intelligence is transforming customer marketing. AI tools are now helping teams scale and streamline their processes:

• Content creation: Aly uses AI for drafting social media kits and content templates.
• Insights and efficiency: Jen leverages Gong’s AI-powered summaries to identify key customer advocates faster.
• Content repurposing: AI turns video interviews into blog posts, quotes, and customer stories, saving time and resources.

Hayley emphasized AI as a top upskilling priority:

“Smaller teams must use AI to work smarter. The right tools can multiply your impact without multiplying your workload.”

Proven Tactics to Keep in Your Toolbox

The panelists left us with several actionable takeaways:

1. Turn events into content factories. Use conferences and VIP gatherings to record videos, capture testimonials, and gather insights.
2. Activate advocates with tools. Offer amplification kits, including pre-approved messaging and visuals, to help customers and teams share your content easily.
3. Focus on authenticity. Genuine customer stories, even if less polished, often resonate more than overly branded campaigns.
4. Embrace AI. Use AI for content creation, transcription, and repurposing to free up time for higher-value work.
5. Be consistent. Regularly spotlight customer achievements through awards, social media, and product updates to maintain momentum.

Customer Content: The Ultimate Differentiator

In the words of Hayley: “Customer content is key in powering your sales and marketing engines.” It’s how you build trust, drive engagement, and stand out in competitive markets.

Ready to elevate your content strategy? Take inspiration from these experts and start building a customer content engine that’s authentic, scalable, and aligned with your goals.

Want More Insights?
Catch the full webinar recording [here]. For updates on upcoming sessions, follow us on LinkedIn. Let’s connect!