Talk to your customers. Like so many challenges, the solution boils down to something simple. Of course, there are many moving parts to outstanding execution of this simple task. I’ll share best practices in this post.

As a technology content marketing professional, one of my favorite projects to work on are testimonial videos. I interview customers while they film themselves, then edit it down to create the finished video and case study document. I have the opportunity to creatively tell the story of how my client’s technology has positively impacted their customer’s business.

I wrote previously about how to get customer case studies and testimonials, as well as the importance of exhibiting empathy while conducting testimonial interviews. This post focuses on the case study best practices of what you should aim to capture in these interviews.