The large number of advertisements and communicative messages that we receive every day makes users often feel rejected by advertising. People are saturated with advertisements and communications, so you have to find another way to reach them and capture their attention.

However, they do use online channels to inform themselves before buying. They turn to social networks and do research on Google with the intention of learning more about the products and services that interest them.

This is when businesses can turn to success stories to give brand credibility and demonstrate the effectiveness of what they sell.

What are Success Stories?

Success stories are a basic tool when developing B2B communication strategies or promoting quality networking.

These tools are used in marketing and business, as we will see throughout this article, but they are also a very valid tool in other areas and sectors.

Success Stories are the best claim for your company and brand, since they expose a problem that has occurred and how it has been resolved satisfactorily for all parties.

It need not be told as a story, rather the opposite. It should have less text and more visual richness, thus demonstrating the process in a more practical than theoretical way. Thus, the success message will be more easily remembered.

Using image or video formats reinforces communication in an incredible way, so it is advisable to make an attractive design for correct graphic communication, always counting on the collaboration of your client, who is the one who will explain the satisfactory relationship between the two parties.

Success stories in the workplace

The workplace has been one of the first to apply success stories in their work routines. They are used to present results in board meetings, to do business with possible partners, to present a new stage of a company and even in human resources.

For example, in personnel selection processes, interviewers have developed a technique to be able to choose between different candidates. It consists of presenting success stories to them and letting them choose the solutions that they would apply in different situations.

With the way to solve the problem posed to the different candidates, in real situations that have occurred in companies, you must give a satisfactory solution. With this way of evaluating, it is possible to see which candidates have the greatest ability to solve problems in real situations.

Success stories in the education sector

For students of any degree, especially in the university field and doctorates, and both at an educational level and in research, the presentation of success stories as a challenge is a highly developed practice.

Students or researchers receive a case of success that occurred, without knowing the solution provided by the company, and they must solve it to give a satisfactory resolution. In this way, different areas of study are developed:

  • Application of the theory : Each student must apply the knowledge they have acquired during their studies in order to solve the case.
  • Defense of skills : It is a way to demonstrate the strengths of each student and value their own skills and skills acquired in the course.
  • Knowledge of a real case : Thanks to the success stories, the students stop theorizing to start applying everything in practical cases.
  • Opportunity to stand out : On some occasions, these types of activities are carried out publicly at congresses, fairs, etc. It gives companies the opportunity to meet the new generations, and students to stand out by solving cases with creativity and efficiency.

Success stories in content marketing

In marketing strategies, and especially in online marketing, success stories have been used for a long time.

We have already mentioned that users turn to online channels to get information before making a purchase or acquisition. For this reason, offering them success stories that have been satisfactorily resolved will help them decide on your brand.

Companies often use this tool to present products or services that they have implemented and the results they have achieved. You can accompany them with graphics or small interviews with the clients under study, which will serve as a presentation of the company and as a reinforcement of the brand.

In addition, you will achieve a series of advantages:

  • Web traffic : It will be a way to attract the attention of users and direct them to your website.
  • Credibility : A good presentation of problems and situations resolved satisfactorily by the company will affect its credibility.
  • Online reputation: With high credibility and a flow of traffic to your website, you will be able to increase your online reputation.
  • Differentiation : Well resolved cases will make you stand out from the competition, especially if they do not use this tool.

Design of Success Cases in Content Marketing

You already know that content marketing is more than just having a blog and filling it with posts. It is essential to work on a good strategy that will help you generate quality content that is appropriate to the needs of your target audience.

You can use different actions to create communication formats, adapting to the information you are going to give and how your users receive it.

In success stories, you also have different options to make users understand each step taken and to follow the process logically and without losing detail.

Presentations for web pages

These types of presentations can be posted on your website to download or view from an internal page. This will give you a very important relevance and help your branding.

The document you must create has to follow an order within the structure of the message you want to convey. The content will be a series of slides where the message is developed in as much depth as possible. And it will be done by combining graphics, images, text and everything that helps you to give clarity to the information.

You can create them with any program that allows it, but the most used are Powerpoint, Prezi and Keynote. Of course, do not forget to filter the data that you are going to give well. It is a public document, so you should not leak confidential information or that you do not want the competition to know about your business.

blog articles

Blogs are often the base source of any content marketing strategy. It is what will feed quality content to the rest of the channels, and the meeting point to which you will direct user traffic.

For this reason, many companies opt to include their case studies among the usual publications within the blog.

To enrich this textual content, which can otherwise end up being tedious, there are many formats that explain the information in a more visual way:

  • Infographics : As they have a great informative and educational value, they are publications that explain very well the entire process that the brand has followed. They generate great brand value as they are quickly published and shared on social networks.
  • Illustrations : These are graphic representations that can describe the product or service you want to promote. They are very striking for their originality and easily explain a topic, which is why people tend to like them a lot.
  • Photographs : The photographs will help you show the products in a real way. Users will be able to understand at a glance what you are talking about, and you will transmit every detail that is relevant to the success story. You can also post a photograph of a situation that you want to associate with your company’s brand.

Other digital formats

New digital technologies have come a long way, and now offer much more creative and eye-catching ways to present success stories:

  • Videoblogs : Video is one of the most popular formats, both in blogs and on Facebook Live and Instagram Stories. It is an opportunity to teach the methods that have been used in the case of success, resolve doubts and give a more human touch to the process.
  • Fiction : Brands have produced miniseries for YouTube and even shorts that have been played in theaters. It is a very original format where you can create a story around your brand or product and launch it online.
  • Gamification : You can show your success stories through games and prizes that users will be able to discover little by little, letting them be part of the experience.


Success stories are a tool that is beginning to be exploited in Spain for some time now. However, in other markets such as the United States they already have a lot of baggage.

In fact, in the US they are not used like here. Instead we speak of “study cases” (or case study). They do not focus so much on the successes, but on all the processes that they consider should be highlighted. Sometimes it has not been a success as such, but it is important how the company reacted, or the conclusions to which it was led.

Here we have not yet reached that point, but little by little progress is being made in this direction. If you don’t want to be left behind, don’t hesitate to implement the success stories to your content marketing strategy.