Integrate Case Studies in Content Marketing
This article was published on October 25, 2024
Categorized in: Content
Case studies are a tool that has been used in marketing for a long time. Most of these case studies are online now, but there was a time when copywriters were hired to pen extensive ones that a company would then use in their marketing and sales campaigns. At their best, they closed some deals. At their worst, they came off as fake and didn’t work.
Things haven’t really changed from those days. Case studies still could work, but they don’t necessarily. It all depends on how they are used. What is the right way to use them these days, if any?
Make Sure the Case Study is Authentic
Most readers these days understand how easy it is for case studies to be faked. Anyone can write anything, even unsubstantiated, to offer as “proof”. This is also the dark side of AI, where people can easily use it as a tool to generate a fake case study. Readers know that there is a possibility that they can be faked, so they don’t tend to take them as seriously as they used to, and this is true no matter how they were written.
The fix? Make sure you stand by its authenticity. If you know it’s true, then chances are this will be conveyed in the writing. You could also offer visual clues of the truth of the case study. Find a way to validate the authenticity of the information, and convey this authenticity to your readers. Otherwise, your case study will get lost in the sea of information online.
They Don’t Build Trust Like They Used To
Sure, you can establish the authenticity of a case study. However, it is worth noting that they don’t build trust the way they used to, and this is partly because many readers understand that they can easily be faked. That being said, when done right, there is no question of their authenticity. However, most prospects these days don’t need their case study to help them make a decision.
In fact, if your case studies are very specific to certain types of businesses, and you have a prospect that is outside that type of business, the case study can actually do more harm than good. It’s much better to leave them off your website if you’re in an industry where you could potentially attract all different kinds of businesses. Unless you have a case study for every one of them, having them on your site can do more harm than good.
Integrate Case Studies Into Your Digital Marketing Carefully
The bottom line is that you need to integrate case studies carefully into your marketing, or else they either won’t work for you, or they could actually hurt your marketing. If you feel you do need them, make sure there is no question of their authenticity before you post them. Also make sure that your prospects will find value in them, otherwise they could cause you to lose business.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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