Pinterest I had a bit of a revelation last week, and I thought it worthwhile to share it with you today. The revelation was triggered by a question raised by a reader in the comments on a recent post. If not, no worries.
Content Marketing The case study has long been a staple of marketing departments everywhere. However, despite the prevalence of marketing case studies and their potential impact, most of them are dull, boring, and forgettable.
So, ready to write a case study that will leave your audience wanting more? What Is a Case Study? Everything is a story, if marketers are to be believed. Some language in the above video is NSFW However, the storytelling label most definitely does or should apply to case studies, because stories are exactly what case studies are.
Case studies are self-contained stories about how a real customer overcame their problems using your products or services. Just like a story, good case studies have a beginning, a middle, and an end, as well as a protagonist — your customer — overcoming a problem and achieving their objective, just like the main character of a story.
By the end of a case study, the reader should be able to visualize themselves as the hero of their own story. They should be able to relate to the problems of your featured customer, and see themselves achieving their own goals by using your product or service.
Although case studies can be used to accompany new product launches, they are not merely vehicles to talk about new products. Help your customers embark on their own epic journeys.
Original art by Ry Spirit. Most case studies are bland, instantly forgettable crap because marketers ignore the fact that case studies are stories in the most literal sense. They get preoccupied with things like brand voice or messaging matrices and forget to leverage the narrative form that makes stories so compelling.
Why Create Marketing Case Studies? This begs the question — why create marketing case studies at all?
In a recent reportB2B Marketing asked a cohort of marketers how they felt about various content formats, including case studies. The results were surprising: To write a great case study that helps close deals, follow these seven tips. Need help just getting started?
Check out my tips on how to write a compelling introduction. Case studies are little more than tools to be used by either self-motivated prospects researching your company, or by sales professionals as tools to help convince prospects to convert — nothing more.
As such, be realistic about your goals. Identify a Compelling Angle for Your Case Study Last year, one of our Product Marketing Managers asked me to write a case study for a client that rehabilitates badly behaved and aggressive dogs.
My first thought was whether there were any similarities between training difficult dogs and getting to grips with AdWords as a new advertiser. This thought became the basis for the entire case study.
The better the story, the more engaging your case study will be. Try to find an interesting customer for your next case study.As the most filthy pair in the entire lineup, the Line Magnum Opus Skis were designed by Mr.
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