B2B Marketing
The 9 Biggest White Paper Mistakes to Avoid at All Costs
The 9 Biggest White Paper Mistakes to Avoid at All Costs B2B buyers rely on white papers to make informed purchasing decisions. However, many white papers
B2B buyers consume 13 pieces of content before they choose a vendor.
Repurposing your case studies into new formats can engage these buyers and give them the insights they need to build a case for your solution.
According to a recent study, 89.5 percent of marketers said repurposing their existing content is more effective than producing new materials in terms of time, costs, and results. Thirty percent of these marketers cited “increased exposure” as the top benefit. Meanwhile, 21 percent said that repurposing content drives more traffic to their websites while saving time.
If you want to get the most value from your B2B case studies—without spending tons of extra time creating content—start repurposing them. Here are three case study formats I recommend if you want to drive engagement and attract high-quality leads across different channels:
A bedrock case study is the core story that you can repurpose into other pieces of content. The finished product is a three- to five-page PDF that tells the full story of how you helped your customer achieve their goals.
Here’s an example of a bedrock case study that I wrote for RFP response software company, Loopio:
Your bedrock case study should include the following:
Here are some ways you can use your bedrock case study:
A taster is a condensed version of a customer success story that you publish on your blog. This type of case study is excellent for top-of-funnel leads, as it focuses on education over the specifics about your product or service.
Here’s an example of a taster case study from Loopio. It’s the same story featured in the bedrock case study example shown above. However, we approached it from a different angle to appeal to Loopio’s blog readers.
Your taster case study can include the following ingredients:
Here are some ways you can use your taster story:
Slide presentations are a key item in your sales toolbox. But many sales presentations are dry and boring. Adding success stories to your decks can make your pitches more memorable and engaging.
Here are some ways you can use your case study slides:
Creating video versions of your case studies will help you attract leads across a broader range of platforms, such as YouTube and various social networks.
However, I didn’t include video case studies in the above list, as getting high-quality video of your customers can be an involved process. You can create all of the above content with just one customer interview—conducted over the phone or during a video call. It’s usually easier to get a customer on the phone than arranging a professional video shoot.
But if your audience responds well to videos, by all means, try to add some video case studies to your mix.
With buyers conducting more research on their own before they speak with a sales rep, your content must do a lot of heavy lifting.
Repurposing your B2B case studies into different formats can help you engage a wider audience and give leads the information they need to build a business case for your product or service.
Get Your FREE Case Study Planning Checklist: A step-by-step roadmap that will keep your case study project on track.
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