A great article by US based marketer, Amanda Farmer.

Although case studies can seem like the boring uncle of the content marketing family, it turns out the credibility they provide can have a big influence on sales.

According to a recent report by the CMO Council, business owners cited case studies as playing a role in their decision-making process slightly more often (48%) than either analyst reports (44%) or product reviews (40%) and only slightly less often than white papers from industry organizations (50%).

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48% of B2B companies say customer case studies play a role in their decision-making process.

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Of course, in order to be seen as credible, a case study has to be written as a genuinely informative, fact-based piece. If done right, the case study can become a building block for the rest of your content marketing program.

Here are 8 ways to use case studies throughout your business to business marketing:

1. Use quotes as testimonials on your website and as supporting statements for your marketing collateral.

It’s pretty standard for the company that’s drafting the case study (you) to also draft a few quotes that will be reviewed and attributed to the customer. As you’re writing these quotes, try to make sure they’re complete thoughts. That way, when they’re approved, you can use them in other marketing materials.

Example: We used some of the quotes from this customer case study as testimonials, while others made excellent supporting quotes for thought leadership pieces:

2. Link to relevant case studies from your press releases.

One benefit of case studies is that they help you see your company through your customers’ eyes, which is where your brand takes shape. Here’s an example of a press release where I linked to case studies to start telling Hostway’s brand story:

If a case study is linked closely enough to your brand message, you can even link to it from your boiler plate.

3. Turn them into webinars.

Webinars don’t always have to focus on general themes. They can also center on specific questions, such as how a customer solved a particular problem using a solution you offer.

4. Train your sales team to use them.

This may seem obvious – a large part of why you’re creating content is for sales collateral. But according to Forrester Research, only 8% of B2B companies report having a tight alignment between marketing and sales (http://bit.ly/1a8DawU). If you work for one of the 92% that doesn’t, communicating with your sales team needs to be a priority each time you produce a new content piece. See Forbes’ tips on aligning marketing and sales: http://onforb.es/14NOCx3

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**Only 8% of B2B companies report a tight alignment between marketing and sales. Communicate with your sales team anytime you create a new case study or resource.**

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5. Link to them from relevant product pages on your website.

This is true of all content assets – don’t let them live on an island in your resource library. Make sure you’re linking to them from related content to help your visitors down the sales funnel.

6. Include them in your newsletters.

Write a teaser paragraph with a link to read the full content. Your customers might be interested in how others are using your solutions in ways they might not have envisioned.

7. Share them on social media.

Ask the customers being featured to share them on their profiles, too. Focus your postings on a lesson, a quote or something helpful from the case study, rather than just the title, to get more reads.

8. Pitch them to industry media as interview opportunities or contributed articles.

If your customer came to you with a specific problem, chances are that others in their industry are experiencing it, too. Industry media are interested in digging into the day-to-day concerns of their readers. Your case studies help them identify those problems and a possible solution.

Source: Mosaichub.com


If you need any assistance in creating effective case studies for your business, get in touch because JIVE can help.