5 ways online reviews help you build a better content strategy

by | Sep 12, 2023 | Public Relations

Did you know that every buyer starts their buying journey with research? In doing so, they look for positive reviews for the products they want to purchase. 

Such reviews help them make a better buying decision by boosting your credibility and convincing them to convert. 

One reason why they trust reviews is because they come from real people who have already tried and tested the product. So they can tell you what exactly to expect from the product.

The good thing is that you can use these reviews to create a strong content strategy for your business. In this post, we’ll look at how online reviews can help you build a better content strategy to achieve your goals. 

But before that let’s look at why online reviews matter for businesses.

Why online reviews matter for businesses

There are several reasons why customer reviews are important for your business. Let’s look at some of them in this section.

1. Acts as social proof

Customer reviews act as social proof of your customers’ positive experiences with your product or services. When users see these experiences they feel confident about making a purchase based on the actions of your existing customers.

2. Builds credibility for your business

Having some solid customer reviews for your products can leave a positive impression in the minds of your users. People trust reviews more than promotional content and paid ads. 

That’s because these reviews come from your existing users who have first-hand experience with your product. So it’s easier to trust what they say. This means when you have a lot of positive reviews your credibility automatically gets a boost.

3. Helps users make informed buying decisions

Online reviews are often shared by your existing customers. So they know exactly what to expect from your product or services. This means that by sharing their experience they are helping your users make informed buying decisions. 

Let’s now look at how you can use your online reviews for your content strategy.

How online reviews can help build a better content strategy

Online reviews can be super helpful in building a solid content marketing strategy. Here are a few ways how you can use online reviews for your content strategy.

1. Use them as social proof to build credibility

Almost every business has a website today. You must be having one too. So why not create a dedicated page to highlight your customer reviews?

Look for the best reviews you have gotten so far and display them on your site. The more such reviews you can display the better it is for your business. 

When a customer lands on your website, you can have these reviews readily available for them to read. You must be wondering how this can help build a strong content strategy. 

When you display so many positive reviews about your products, you’re actually creating social proof of the happy experience of your customers

This will trigger a psychological phenomenon in your users where they will assume that if so many people have purchased the product, it is probably the right decision to follow them. 

Based on this trigger, they will take action on your site and make a purchase. This will ultimately help you increase your sales and boost your conversions.

2. Use them in your emails to nurture leads

Online reviews can be super helpful for nurturing your leads. One way you can make that happen is by using the reviews in your email marketing strategy. 

But don’t just limit yourself to adding those reviews to your emails. Use your creativity and turn these reviews into a compelling story for your users. By doing that you can introduce your leads to the buyer’s problem and tell them how you helped them solve it through your product. 

This will help your leads relate to your existing customer and take action based on your customer’s experience. So by using your online reviews strategically, you can easily convert your lead into a customer.

3. Use them in case studies to boost conversions

Another brilliant way of using your online reviews in your content strategy is by creating case studies based on these reviews. Instead of simply displaying your review on your website, why don’t you turn them into a solid case study?

Case studies are often detailed analysis of a problem faced by customers and how your business helped them overcome it. You can add in statistics and measurable results to make it even more impactful. 

By doing that you can create a balance between rational and emotional appeal. This is something that every user looks for when finding products to invest in. If you need inspiration for creating case studies for your business, you can check out examples created by OptinMonster.

4. Use online reviews for social media campaigns

You must have seen businesses using online reviews for their social media campaigns. This is a brilliant strategy to let your audience know that people already trust your brand and are having a great experience with it. 

Just share your customer reviews with your followers and let them know how happy your customers are. This in itself can be a great content idea for your platform. 

Besides, when you share your customer’s happy journey with your followers, even they feel more valued. Also, it encourages them to share your post with their friends and followers. 

This means you can gain more visibility which in turn helps achieve more brand recognition. It’s a great way to boost your credibility and attract more potential leads to your business.

5. Turn customer reviews into success stories

If you have a blog section on your website, this can be a great content idea for you. But for that, you need to look for customer reviews that truly discuss their journey with your product as a customer. 

For example, look for something like  “I was hesitant at first, but I decided to give this product a try. To my surprise, it exceeded all my expectations!”

Now turn this review into a success story. Discuss how you succeeded in amazing a skeptical user who at first was hesitant at giving your product a try. You can then elaborate how things changed for him/her over the course of time. Feature success stories in a separate category on your blog and have everything added there for all the good experiences.

To help people understand how you did that, you can continue discussing your features and how it benefited your customer. 

This will help your readers relate to the customer even more and then understand how the problem can be successfully solved with your product. 


In the age of digital marketing, every business is using content to enhance brand awareness, attract leads, boost sales and increase conversions. 

This has massively increased the competition, especially amongst competitors. So, to be on the top and to attract attention, you have to go that extra mile and do something really creative. 

One such creative way is to turn your customer reviews into a solid content marketing strategy. Every business receives both positive and negative reviews, but using them to boost your revenue can be a strategic move. 

The above points are some of the easy and most effective ways of using them in your content marketing strategy. However, you should remember that you should never ignore your negative reviews. 

You may not be able to use them for promotion, but they can help you adjust your strategies, improve your products, and refine your customer service. So leverage them to attract potential customers, boost your sales, and increase your conversions. 

Syed Balkhi
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.


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