Content marketing case studies are the most valuable tool a digital marketer has in his or her arsenal because they exhibit hard numbers that can convince a prospect who is on the fence to sign a csontract. Case studies are usually categorized as evergreen content, which means they’ll remain relevant for a more extended period compared to other forms of content, like news articles or time-sensitive blog posts which aren’t proactively updated.
Let’s start here: Do you know what the zero moment of truth (ZMOT) is? It’s the time that consumers use to research a potential vendor after they’ve identified the given product or service and before the instance at which they make the purchase. Individuals are not the only segment who experience the ZMOT before making a purchase. Businesses and corporations are filled with employees who are actively researching decisions which could make or break their employment. Yes, businesses typically experience a similar pause (the ZMOT) before they make a purchase.
When both people and businesses conduct research during the revered zero moment of truth, the researcher often seeks out testimonials. Testimonials can take the form of reviews and case studies. Just like informal reviews, case studies can profoundly influence a purchasing decision.
How to Prepare Content Marketing Case Studies
We can all agree that content marketing is a fuzzy area. Next to social media, it’s one of the most difficult investments with which to prove a positive return on investment. To combat this, content marketing case studies need to be given special attention when being developed and maintained. To get the most out of using case studies for content marketing, you have to prepare them the right way. Here’s what you’ll need to do to make a case study properly:
- Conduct Research: When you develop a case study, you want to be perceived as an expert in the subject matter being discussed. Research your subject matter exhaustively and familiarize yourself with any other case studies that address the same topic or a similar one before you start to prepare your material.
- Use Your Brand Voice: While a case study is typically viewed as formal research, you should still infuse your study with your brand voice. Make sure the personality that comes through in your case study is consistent with your overall branding.
- Use Quantifiable Statistics: Quantifiable statistics can be persuasive, primarily if you’re selling business to business. Be sure you include relevant stats to support the points you make throughout your case study as often as you possibly can.
- Use Attributable Quotes: You can make your case study more credible by including some quotes from your actual client in your piece. Using quotes allows viewers to take your client’s word about something instead of forcing them to settle for your testimony. Before you put a quote from a client in your case study, be sure you have permission to use it and attribute it to your client.
- Prepare with SEO in Mind: For your case study to be as useful as possible, it’s essential for you to prepare it for search engine optimization in mind. If you’re not familiar with SEO, it’s advisable for you to work with a digital marketing agency like PixelCutLabs.
At PixelCutLabs, we provide local, regional and national SEO services that can boost your content marketing to the next level of success with case studies and many other kinds of content. Learn about some of our SEO services now.
- Include a Call to Action: Your case study should have a point that should make it easy for you to come up with a call to action. If you’re highlighting your work with a given client in your case study, you may want to encourage viewers to contact your business for more information about the beneficial services you describe in your case study, for example.
While you want to include a call to action in your content marketing case study, you don’t want to promote yourself or your business too much. If you cross the line and step into the land of over-promotion, your case study won’t be trusted, and you may lose credibility.
The Benefits Case Studies Have the Potential to Yield
Now that you know how to prepare content marketing case studies, it’s time to learn about some of the benefits they can provide. One of the most significant benefits a case study offers is the opportunity for you to introduce your product or service to prospects in the context of a real-life story that’s relatable and engaging.
Content marketing case studies are a story. Case studies typically tell the tale of a client who was experiencing a problem, and they explain how your product or service helped the client resolve the issue. In this manner, case studies help others appreciate the value of your product or service and enable them to envision using it for their benefit just like the client you described in your case study did.
While having the chance to tell a story about how your product or service saved the day for a client is a meaningful benefit on its own, using content marketing case studies can yield additional benefits. These benefits include:
- Search Engine Optimization: The words you use in your case study will often be the same ones your target audience uses to conduct searches online. This will make your content optimized for search and search engines more naturally.
- Self-Promotion: While you don’t necessarily want to overtly promote yourself in your case study, the story you tell will still demonstrate the value that you and your goods or services bring to the table. That’s because your case study will thoroughly explain how your products or services solved a problem for a named person or business.
This organic self-promotion will help you establish credibility with your target audience. By sharing the name of your client and including plenty of statistics and examples to support your points throughout your case study, your viewers will find you and the information you share believable and trustworthy. And they’ll do so without you having to assure them that you and your data are, in fact, credible.
- Lasting Resources: Case studies can be sustainable resources that can generate sales in various ways. You can work them into drip campaigns so that prospects can review real-life situations where your product or service directly benefited an actual client.
If one of your salespeople is dealing with a prospect who has a problem that resembles the one you’ve discussed in a case study, your representative can share your case study to demonstrate how your product or service helped a real-life client in the past. Sharing a case study that describes the experience of someone else grappling with a similar problem you were instrumental in resolving is an effective way to turn a prospect into a paying client.
If you’re ready to work with a local digital marketing agency that can create content marketing case studies, contact PixelCutLabs today!