There’s no better way to incorporate storytelling into your marketing than through testimonials. Testimonials add authenticity, build connection and humanize whatever it is you’re selling. But how do you go about creating a process to find and distribute good testimonials that advance your content strategy and help you meet your goals?

Media coverage of your brand, product or company leadership is a great way to reach large numbers of potential customers and improve brand reputation. But they call it “earned” media for a reason — to get coverage, you need to earn it. Your brand needs to have a story that will make for interesting news. Just like you, the journalist is after more people to read, view or engage with their content.

Word of mouth is still one of the biggest and most powerful forms of marketing. 

But how can we affect it? The simplest, truest, and hardest answer is by being better. Better than the competition, better at solving the problem, better products, better services, better at how we treat employees. If you ARE better but are still having trouble breaking through the noise, you may be asking how can you stop being a “best kept secret” and start being a “well loved solution.”