I often tell my clients that if they can only afford to create one type of marketing content this year, I recommend it be case studies. The reason is that case studies have been shown to be the most influential type of content that a B2B company can create for itself.
Benefits of Case Studies
- Business owners cite this type of content plays a role in their decision-making process 48% of the time, compared to 44% for analyst reports and 40% for product reviews (40%)
- Customer feedback can help you define your brand and messaging
- Customer testimonials and other content from these pieces can be reused throughout your marketing content program
To draft your case studies, I first learn about your company’s branding and messaging and some key concerns your prospects face, then I interview the customer(s) of your choice to craft a narrative story.