Most B2B companies are sitting on a content machine and don't know it. Here are the 7 types of content your verified customers can start making this week.
When a buyer is evaluating software today, they don't trust the case study on your website. They trust the ops leader who posted about it on LinkedIn. They don't trust the polished demo video. They trust the peer who said “this actually works” in a Slack community.
They don't trust the sponsored post from an influencer with 50K followers. They trust the practitioner with 900 connections who showed their actual workflow.
The most valuable marketing asset a company has isn't content. It's the network of customers who would vouch for them if asked.
Credibility lives in people, not brands. And yet almost no one has built a system for this. That's where Advocacy-Led Growth begins — and where most companies leave serious pipeline on the table.
None of these ask your customer to be a marketer. They ask them to be what they already are: practitioners who know things your buyers want to know.
This is the bread and butter of customer content — and the one that converts best. A practitioner walks through their actual setup. What they had before. What changed. What the output looks like now.
Your customer describes a real pain, what they tried, and where they landed. The results have to be specific. “Our team was spending 3 hours a week on this. Now it takes 8 minutes. I timed it.” That kind of real.
These posts perform incredibly well on LinkedIn right now. People are obsessed with other people's setups. Your product being in someone's stack is free advertising in a format that feels genuinely useful to the reader.
Your customers are operators. They're in rooms where decisions get made. When a practitioner takes a position based on doing the actual work, that content gets shared. The connection to your product doesn't have to be heavy-handed.
Underutilized. Your customers can post questions that invite exactly the buyers you want into a conversation, and your product naturally surfaces as part of the discussion. It positions your customer as a peer, not a brand ambassador.
A wildcard that works. When a customer posts about how their team operates, and your product is part of that, it gets seen by people in similar roles at similar companies — who are probably evaluating the same tools.
People post about wins. It's one of the most natural things professionals do on LinkedIn. When your product is part of the story behind a win — even one mention in a paragraph about a bigger achievement — you get exposure you couldn't buy.
The brief for this is easy: if you hit a goal worth celebrating in the next few months, mention what tools you were using. You don't need the post to be about you. You just need to be in it.
It's not about replacing your other channels. It's about adding the one that actually earns trust.
| Customer content (ALG) | Influencer marketing | Traditional advocacy | |
|---|---|---|---|
| Who creates it | Verified customers with real usage | Professional creators with audiences | Happy customers (reactive, one-off) |
| Where it lives | LinkedIn, X, YouTube — public platforms | Creator's channels (often sponsored) | Portals, G2, reference calls |
| Primary goal | Pipeline and awareness | Reach and awareness | Sales enablement |
| Credibility source | Verified product experience | Audience trust in creator | Customer relationship |
| Compounds over time? | Yes — systematic | No — campaign-based | No — manual, one-off |
None of them ask your customer to be a marketer.
The worst customer content programs fail because they try to turn operators into copywriters. They send a brief that says “write about how our product helped you grow revenue” and wonder why nobody responds — or why the posts feel robotic when they do.
The programs that work treat the customer as the expert and give them a format. Here's the type of post. Here's the angle. Here's roughly what you're going for. Your customer fills in the real stuff, because they're the only one who has it.
That's the content your buyers trust. Not because it's polished. Because it's real. The shift isn't from “no advocacy” to “advocacy.” Most companies already have customers who would create content for them. The shift is from scattered, reactive, one-off efforts to a system that treats advocacy as what it actually is: a growth motion.
Copy these, adapt them to your product, and send to your happiest customers.
“We'd love to see a LinkedIn post showing how you actually use [product] in your day-to-day. Walk people through your real setup — what you do, how you do it, what it replaces. No scripts. Just your actual process.”
“Would you be open to sharing how your process changed since you started using [product]? Specifically: what you were doing before, what you changed, and one specific thing that's measurably different now.”
“Would you share your full stack on LinkedIn? Everything you use and why. [Product] doesn't have to be the focus — just include it if it's genuinely part of how you work. People love these posts and they always perform well.”
“If you hit a goal or milestone worth sharing in the next few months, we'd love a shoutout in the post — even just one line about the tools that helped you get there. No requirements. Just genuine attribution if it fits.”
Kindling is the operating system for Advocacy-Led Growth. Recruit verified customers, publish your rates, track their content, and pay creators automatically — all in one place.
$299/month. No setup fees. Cancel anytime.