Today’s post is a guest blog written by Michael Hope, of The Case Study Writers, who provide excellent content marketing support for all sizes of business.
I was asked the other day whether the traditional two page B2B customer case study was still a valid marketing tactic in this fast moving, social media, content marketing world we now all inhabit.
My answer was a categorical yes, for a number of reasons. Not only does research show that customers value learning from other customers (which after all lies at the heart of social media) but once the success story has been properly captured it is relatively easy to re-use and re-purpose in many different ways. These include press versions, Power Point slides, talking head videos, speaker submissions, trade awards and partner versions. All of which are also a great way to fill out your editorial calendar.
But do people still have the time or inclination to read a two pager?
The short answer is yes. Every Content Marketing strategy needs to recognise that different people consume information in different ways. And this includes printing a PDF to read offline, or even picking up a printed version at a tradeshow. Aside from this it is good discipline to properly capture a success story especially when it comes to teasing out the real commercial value of your solution.
So don’t neglect the humble two page case study. It should be part of every B2B Content Marketing strategy. Plus if you get it right and really work the original content it is a proven way of generating leads and winning new business.
What do you think?