case study on marketing strategy

Marketing case study 101 (plus tips, examples, and templates)

Summary/Overview

If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

• Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
• Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
• Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
• Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
• Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
• Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
• Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
• Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

• Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
• Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
• Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
• Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
• Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

• Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
• Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
• Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
• Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
• Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
• Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
• Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
• Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
• Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

• “Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
• “How Optimized SEO Tactics Skyrocketed Sales by 80%”
• “Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
• “The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

• Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
• Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
• Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
• Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
• Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
• Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
• Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

• Quantitative data: Use numerical data to quantify results.
• Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
• Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
• Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

• Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
• Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
• Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
• Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
• Tables: Use tables to help organize data and make it easier for readers to digest.
• Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
• Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
• Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
• Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

• Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
• Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
• Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
• Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
• Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
• Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
• Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
• Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
• Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
• Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

• Client/Company Name: [Client/Company Name]
• Industry: [Industry]
• Location: [Location]
• Client/Company Background: [Brief client or company background information.]

Introduction:

• Briefly introduce the client or company and any necessary context for the campaign or initiative.
• Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
• Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
• Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
• Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
• Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

• Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
• Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.

Conclusion:

• Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
• Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.

Testimonials:

• Include quotes or testimonials from the clients or customers who benefitted from the campaign.
• Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

Craft a compelling marketing case study for your business

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Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

Get started with Adobe Express today to make compelling marketing case studies that engage your audience and drive conversions.

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What Is a Case Study in Marketing and How to Build One (Examples)

A marketing case study allows you to illustrate and explain how you achieved enormous success in a specific situation.

For instance, last year, Jacob McMillen wrote about how Pronto used Crazy Egg to increase leads by 24 percent .

That’s a big number.

It’s not a full case study , but it demonstrates the goal of a marketing case study. You want to shock your audience, then explain exactly how you achieved your results — preferably with proof.

You might have read lots of case studies over the years without realizing your business could benefit from them. Lots of entrepreneurs are put off by the hard work and long hours required to build a marketing case study.

However, think about how many leads you might convert by proving your track record, establishing trust, and attracting traffic through SEO .

Let’s look at how marketing case studies can impact your business, discuss how to write one, and check out a few examples.

What Is a Case Study in Marketing?

A case study in marketing is a document or web page that includes several basic parts:

• Description of the subject : Explain your customer’s or client’s history and pain points.
• Subject’s goal : Identify your customer’s or client’s goal for the project so readers understand what to expect.
• Hypothesis for strategy : Tell your audience what you expected to happen after you implemented your strategy for the customer or client.
• Implementation of strategy : Take the reader through the step-by-step process you used to help your customer or client.
• Results of strategy : Deliver the results in as much detail as possible, preferably with a quote from the client or customer.
• Concluding findings : Explain what this case study has taught your specifically and how it can help other people.

You don’t have to include every category, but the more detail you add, the more effective your marketing case study becomes.

Most of the time, you’re conducting a case study for your own business. You want to show the world how your product or service has helped a customer in a huge way.

For that reason, it helps to know you’ll perform a case study from the beginning. In other words, try not to reverse-engineer a case study from a great result. Instead, track your arrangement with your customer throughout the process.

The Importance of Creating Case Studies to Convert Leads into Customers

Think of a marketing case study as a lure. It’s a way to dangle amazing results in front of your leads so they’ll decide to convert .

Imagine that you’re a customer who’s trying to decide between two businesses, each of which offers time management software. One company has a marketing case study that illustrates how it helped a customer save four hours per week. The other company has no case study.

Which company would you trust most?

You can use that consumer logic to inform your business decisions. Thinking like a customer can help you achieve new insights into marketing.

Creating a marketing case study gives you an edge that your competitors might have. It can also help your leads make more informed decisions.

Too many businesses copy their competitors or other businesses. Instead, you should spend time being more creative and innovative. Below is a video by Neil Patel that illustrates why you need to quit copying digital marketing strategies.

If you’re bold enough to be different, you can convert more leads. A marketing case study gives you that opportunity because nobody else can duplicate it.

Why is it so important to build trust?

Anybody can throw testimonials on their site by Ron R. and Jennifer K. Anyone can also make them up.

Trust is tenuous in the digital marketing world. If you can’t create it, you likely won’t convert leads into customers.

Think about all the companies that have experienced data hacks. Their stocks plummeted, consumer sentiment turned ugly, and profits dwindled. That’s because consumers lost trust.

Similarly, any company can make bold claims about its products or services. Consumers have become numb to superlative-littered copy and hyped-up videos. They want to see evidence.

If you can prove that your product or service delivers powerful results, you’ll gain your leads’ trust.

Marketing case studies show how you tackled a problem and overcame it on behalf of your customer or client. It’s that simple. The more detail you give, the more authority you create for your company — and the more your leads will trust your expertise.

4 Case Study Examples

Before we tell you how to build a case study, let’s look at a few examples to get you warmed up. Each of these marketing case studies illustrates the power behind the medium.

They’ll also show you how different case studies can look depending on design, detail, results, and goals.

The Shopify case study by HubSpot demonstrates how a narrative can be woven from a company’s journey. When Loren Padelford became head of sales, he immediately identified weak spots in Shopify’s sales cycle, so he decided to adopt HubSpot.

This case study highlights the ways in which Shopify used HubSpot’s email plugin to save time and improve communication flow. There’s a quote from Padelford in the case study, which can add even more impact in terms of building trust among leads.

Here, we have a fairly vague result. The company — specifically Padelford — claims to have achieved great success with HubSpot’s tools, but there aren’t any concrete numbers to back that up.

There’s nothing wrong with this approach, though, as long as your customer or client can offer a raving quote.

Ecommerce marketing case studies can become extremely valuable. In this case, Bit.ly used a more traditional template for a marketing case study. The PDF document includes several sections that take you through the process of how Vissla improved its omnichannel marketing with Bit.ly.

The results were that Vissla was able to visualize and centralize data in one place. They gained greater control over their social media marketing, which resulted in faster and better improvements in the content they shared.

There’s also a quote from Vissla’s media marketing manager, Keegan Fong: “Bitly Campaigns offers us a whole new way to look at our marketing channels. By giving us an easy-to-use dashboard that instantly displays the results of our multichannel promotions, we can see what kinds of content work on what channel, which channels we should be investing in the most, and what we need to do to optimize our content.” [ For Social: @vissla ]

3. Viperchill

There’s a great marketing case study from Viperchill that you’ll want to check out. It’s a quick, fun read that explains how the author created a squeeze page that generated more than 700 leads and results in a conversion rate of 64 percent.

Notice that he used hard numbers. Sometimes, it’s impossible to boil results down to a figure or percentage, but if you can, do so. People comprehend real numbers faster than lengthy text explanations.

4. MarketingSherpa

This MarketingSherpa case study is super detailed and describes the process by which MarketingSherpa helped a natural foods company boost revenue by 18 percent with a site redesign. You see the entire project from start to finish.

You’ll notice that there are lots of visuals. Since this marketing case study focused on design, visuals were imperative. Let your business and its niche guide the way in which you construct your case study.

How to Create a Case Study Marketing Strategy That Converts

Now that you’ve looked through a few case studies, how do you create a marketing case study of your own?

It starts with a case study marketing strategy that’s designed to convert leads. You don’t want to choose just any project. It should be geared toward other businesses or customers who might benefit from your business.

Let’s take it step by step.

1. Choose a success story that is closely related to your potential customer

You might notice that many companies publish numerous marketing case studies. There’s a reason for that.

Each case study targets a different segment of the company’s target audience. Let’s say that you sell shoes, purses, and hats. A case study about shoes won’t interest someone who’s shopping for hats.

You can either choose a project that has already concluded or one that is starting or underway. It’s always best to start at the beginning, but if you’re anxious, you can take the reverse-engineering route.

Decide which segment of your target audience you want to appeal to first. Next, select a case study subject closely related to that segment. You want your marketing case study to resonate with the leads you most want to convert.

2. Identify the key points of the case study and use storytelling

Decide what parts of the case study you want to highlight. These details will likely appear in the marketing case study’s headline as well as throughout the rest of the text.

For instance, if you helped a customer boost revenue by 200 percent, that’s a highly relevant detail. You’ll want to spotlight it in the headline and several times in the content so you keep it fresh in readers’ minds.

You might have several key points. Think about the struggles your customer was facing before you stepped in, how you approached the solution, and why alternatives weren’t working. When you can provide numbers, do so.

Once you’ve identified those key points, start weaving them into a narrative. Make it exciting! Add sensory details, frustration points, and colorful anecdotes.

A marketing case study shouldn’t sound dry. It needs to engage the reader so he or she keeps going until the end.

If possible, intersperse the copy with images. Make them relevant and easy to see on the screen. Let the images help supplement the story you’ve woven.

3. Highlight the great results

As mentioned above, results are paramount. If you can express them in numeric form, so much the better.

Consider creating a custom graphic to serve as the featured image on your post. That way, people can share the image on social. Add the amazing result to the text on the image to entice people to click.

The point here is to capture attention. If people are willing to pay attention to you, then you’ve won the first part of the battle. As long as you maintain that attention, you have a good chance of converting the lead.

4. Explore different types of design

Design can prove fundamental to a marketing case study’s success. If you’re publishing it as a blog post, break it up with H2s, H3s, and H4s to guide the reader through the story. Add images and leading lines to keep the visitor engaged.

Remember that color matters. Consider using colors for text and images that correlate with your customers’ color scheme or with your own site’s palette.

5. Ask for feedback! What does your potential customer want to learn?

Don’t let the conversation stop at the end of your marketing case study. Open up the forum for more insights.

Invite readers to ask you direct questions about your business, products, services, or methods. Not only that, but respond to those comments. Take each one as a gift.

These comments might tell you what type of case study you should create next or allow you to cement a conversion by answering objections or questions.

Marketing case studies can improve your conversion rate , but you have to put in the time and effort. Yes, a polished case study requires work, but if you can secure sales from its publication, why wouldn’t you give it your full attention?

Remember that trust matters when it comes to converting leads into customers . If you don’t have trust, you’ll lose your leads to your competitors.

A great marketing case study demonstrates your track record. It builds a case for leads to use your products or services over someone else’s.

What are you waiting for? Start creating your first marketing case study now.

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Brand Marketing Case Studies

This collection features brands and content creators that used video and other digital tactics to drive innovation, connect with their consumers, and drive brand and business metrics. Learn about best practices, creative executions, and how brands achieved success through digital.

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Comedy central’s innovative search/youtube strategy sends fans on an internet-wide easter egg hunt, fiat's 500x crossover ad drives audience engagement on youtube, how orkin's youtube content strategy exterminated the 'ew'-factor and boosted brand awareness, gillette wins with a digital-first approach for gillette body, how maybelline new york's eye-catching youtube campaign dared consumers to 'go nude', driving sales for retailers with youtube's trueview for shopping, l'oréal canada finds beauty in programmatic buying, rosetta stone embraces mobile video to generate 10x increase in site traffic, new balance races past pre-order goal with youtube trueview and google lightbox ads, how budweiser won the big game with "puppy love", jcpenney optical boosts in-store traffic and brand exposure with google advertising, how activision reached over 2m subscribers on youtube, aéropostale partners with youtube star bethany mota to drive leads, sales and fans, mondelēz international improves campaign effectiveness with google’s brand lift solution, visit california lifts intent to travel to california with a unique experience on youtube, toyota drives engagement with first +post ads campaign, brand usa boosts travel intent 22% with 'discover america' campaign, kraft serves up a fresh take on food with a side of google, hyatt brings its brand experience to life with google solutions, ehealth boosts brand awareness with google display ads, sunrun uses google's brand lift solution to measure campaign recall, topshop reinvents its london fashion week show on google+ and engagement triples, chevrolet drives brand awareness for its new traverse, unilever's 'project sunlight' shines with 77 million youtube views, mercedes-benz france's immersive youtube experience fuels shift in brand perception, youtube and broadway: a cinderella story, chef jamie oliver's food tube: a recipe for youtube success, the record breaking love affair between evian® and youtube, nextiva attracts new customers with youtube trueview ads, vice's youtube success: growing sustained viewership through breakout videos, land rover finds success with engagement ads.

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• 08 Aug 2022

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google  is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA  that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com  incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials  into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District  posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions  for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course  yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to Write a Marketing Case Study (With Examples)

Learn exactly what a marketing case study is, how to write one that stands out, and review some examples of existing, successful studies.

As any big brand like MailChimp, Spotify and IMB will tell you, case studies are a huge part of solidifying your brand as thought leaders.

A case study is a win: you share the success of a customer as a result of your company’s actions. At SimpleTexting we call them our Success Stories , but no matter the name, the structure is the same — how company A worked with B to achieve XYZ. 

In this article we’ll cover everything from the basics to real-life examples.What exactly is a marketing case study, what constitutes a good one, and most importantly, how do you build one?

Let’s get started.

What is a Marketing Case Study?

According to Curata , “a case study in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions, and identification of those factors that contributed to failure or success.”

Sure, it’s a bit wordy, but at its core marketing case studies share information with prospective customers or clients about how your product offered a solution.

It doesn’t need to be dry reading. It doesn’t even need to be a report (although it can be). The key with a case study is that it should read like a story—only the beginning, middle, and end are all replicable business takeaways.

Case studies are for businesses of all sizes. They can be just as effective for small and medium-sized businesses as they are for enterprise businesses. Here’s why you should be investing time in building case studies.

Why Write a Marketing Case Study?

Before we dive into the instructions, let’s take a second to explore why a business would invest the time and effort into writing a case study. After all, why share your big marketing secrets with the world, what do you get out of the deal?

Simply put, you get the chance to share your story. Case studies, after all, are just stories showcasing your products and methods. They make for pretty spectacular advertising because, to a reader, it doesn’t feel like they’re being marketed to.

92% of customers prefer that media messages sound like a story. By using case studies you’re appealing to the logical, casual consumer who wants to know the “who, what, where, when, and why” that drives them to buy without any of the extra fuss. Case studies are the perfect medium to package it all.

How to Write a Marketing Case Study

As mentioned, every good case study maintains one singular focus: how one company used another to achieve its goal(s). This means most marketing case studies tend to take on an easily understandable problem-solution structure.

Let’s take a look at what you need to create a successful case study.

Components of a Marketing Case Study

Using the ingredients above, assemble them in this order to create a basic marketing case study:

• Write a title : Don’t worry about spoiling the ending. With case studies you want your title to let readers know right away how a campaign ended.  A case study title should include the name of the company or brand being examined, if their campaign went well or poorly for them and a solid metric that demonstrates exactly how well or how poorly they performed. For example: “ SimpleTexting Cut Down Product Onboarding Process by 30% Through Video Instruction. “
• Introduce the subject: Every marketing case study should open with a brief historical overview of the company. What have they struggled with in the past that led to them developing this campaign? Who is their target audience, what do they sell?  Even if your subject is obscure, you want to build a sense of relatability to your readers: so be sure to structure from general to specific. After all, you want readers outside just your industry to take away value.
• Identify your subject’s problems : Avoid leaving your readers feeling underwhelmed by presenting your subject’s problems early on in your case study. What are they trying to build, fix, or change? These problems are what will ultimately establish the subject’s goal, a one or two-sentence overview of the outcomes they’d like to see.
• Spell out your strategies and tactics : The real meat to your case study occurs here. This portion of your study is where you describe what actions you specifically took to try and reach your goals: What did you expect to happen when you tried “X, Y, and Z”?  Your case study can write this all out in paragraph form if you want it to read with some fluidity, or you can simply bullet out your strategies below each goal. Examples of good strategies for a common marketing pain point, such as building a social media following, include: connecting with influencers, developing original creative content, and developing paid advertising parameters.
• Share your results with visuals : At this point, you’ll want to follow up with the preview you set in your title and share with readers how things went. If you saw success, how much and where? If you didn’t were you able to pinpoint where things went wrong? Spare no detail as you write out what worked and what didn’t, and be sure to provide replicable detail (it may be what inspires your reader to become a customer!). Some common metrics commonly found in case studies include: web analytics and traffic, backlinks generated, keyword rankings, shares or other social interactions. Graphics like charts, bolded quotes, and graphs are good opportunities to visually demonstrate your data.
• Wrap it up with a conclusion : Know the difference between reemphasizing and repeating. When writing a conclusion you shouldn’t sound like an echo, repeating exactly what you said in your introduction. Instead, you want to draw emphasis back to your key points and call your readers to action. Let them know what they can do right now to get connected and see this same success (or avoid its failure).  If you’re writing a case study for marketing purposes, this is where you sell yourself and your product.

Marketing Case Study Examples

You’ve certainly heard enough from us to this point. Now it’s time to see what all of these tips and tricks look like in action. `

A plethora of marketing case study examples are out there, each one with a different objective: educational, sales-driven, industry leadership, and more.

To give you a well-rounded picture, we’ll share some of our favorite marketing case studies with you so you can see it all in action for yourself.

1. Surf Live Saving Foundation

The Surf Life Saving Foundation rolled out an innovative new framework for their brand known as the surf lottery. Despite the size of the initiative they were able to break down their process on a share of voice campaign with a great deal of clarity. Why we like this case study : It provides actionable and replicable examples of how their objectives were received.

2. StyleHaul & Asana

Organizational application Asana also finds itself in a competition-heavy environment. They are one of many SaaS productivity programs available. They needed to give their brand more of a voice to edge out against competitors offering near-identical products. The problem that needed solving in this success story is relatable to businesses all around the world, and ASANA’s use of it is a showcase of why they’re leaders in what they do.

Why we like this case study : It’s storytelling at its finest and perfectly demonstrates the subtle advertising concept.

3. Red Sox and CTP

This is a great example of a marketing agency showcasing its history of work with a high-profile client (the Boston Red Sox). It explores their entire body of work on a dynamic landing page. Why we like this case study : It demonstrates what a multi-media approach to a digital case study should strive to be.

4. SimpleTexting & U.S. Hunger

We couldn’t talk the talk without walking the walk. We have a range of varied case studies on our Success Stories page, but one of our absolute favorites is the results from U.S. Hunger.

U.S. Hunger was looking for a way to reach those who need them most – including those without internet access.

Why we like this case study: Not only does it highlight the incredible work of U.S. Hunger, it also shows how much can be accomplished through SMS. It spins a new light on SMS marketing and shows the wider impact of accessible communication. 

Marketing Case Studies are Key to Brand Trust

As a business looking to grow, you need to prove to prospective customers and clients why they should invest in you. Whether it’s a service or a product, case studies are viable ways of showing that what you do works and discussing how you achieved it.

The most impactful case studies aren’t always the ones with big names attached to them. They’re the best stories, the best solutions, and the ones that the most people can relate to.

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Meghan Tocci

Meghan Tocci is a content strategist at SimpleTexting. When she’s not writing about SaaS, she’s trying to teach her puppy Lou how to code. So far, not so good.

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Marketing Results

22 Marketing Case Study Examples (With Template)

February 17, 2016 by Will Swayne

Prospects who aren’t ready to buy – or who are “sitting on the fence” – tend to be resistant to even well-crafted marketing messages.  But a bunch of well aimed marketing case studies can often tip the scales in your favour.

“Sell benefits, not features” is good advice, but benefit-rich copy can actually deter prospects who haven’t reached the decision stage yet.

And too many benefits in the absence of marketing proof elements  can ring hollow in today’s increasingly sceptical marketplace.

We published our first marketing case study back in 2005 and I quickly realised the power of case studies as a versatile and effective marketing tactic.

Why are marketing case studies so effective?

Here are three reasons:

• Case studies show, they don’t tell. Telling you I can get you more qualified leads is one thing. Showing you how a similar company to yours got 145% more leads with 24% lower marketing costs is another.
• Prospects are typically curious to understand how others have achieved the results they desire. They will eagerly devour a well-constructed case study.
• Case studies are also a great tool for closing fence-sitting prospects. For many years I’ve asked prospects why they chose to work with us, and the most common response seems to be, “I was impressed by your case studies” , or “I saw you helped someone in my industry so I figure you can help us too” .

Now let’s look at how to structure and effectively promote a case study, and then some marketing case study examples for you to replicate.

Our Recommended Case Study Template

Here’s the case study structure we’ve adopted which has proven effective:

• Start with a major headline that summarises the key result achieved: e.g. “Investment Property Strategist Triples Leads In 6 Months” . This gets the prospect excited about reading on.
• Then introduce the background . In other words, the “Before” scenario.Don’t bore the reader with too many details about the history of the client. But DO provide an insight into the “trigger” that led to them seeking your assistance. e.g. “The client noticed smaller competitors starting to appear ahead of them on Google”. And,   DO talk about the negative effects of the “Before” state. E.g. “New customer acquisition that had previously been growing by 10% every quarter had flatlined for the last 12 months.”
• Now talk about the solution . Here’s where you explain what you did to achieve the outcomes. I like to list different services or solutions in the form of bullet points. Also, include significant details and facts and figures to add “richness” to the story. Where possible, demonstrate with images, screenshots or other proof elements. Emphasise anything you did differently to the standard approach, or anything that highlights your point-of-difference benefits.
• Now talk about your results . Results are the crux of any good case study.I like to go with a number of punchy bullet points, populated with specific numbers. E.g . “Lead volume up 75%… New customer volume from online sources up 145%… 1,540 more organic search engine visitors per month.”
• Include a testimonial from the client. What was their reaction to your work? The “Before-During-After” approach is a good structure for testimonials. A strong testimonial adds texture and credibility to the data in your core case study.
• End with a call-to-action . This can be relatively low-key. For example, “Contact us to explore how you can enjoy similar breakthrough results.”

You can see more examples of different implementations of this concept on our online marketing case studies page.

How To Promote Your Case Study

A case study that never gets read won’t help you.

Here are some of our favourite promotional methods:

• Optimise each case study for search engines . A good start is using a <title> tag on your case study pages in the format: “<INDUSTRY> <SERVICE> case study”. For example, “Accountant online marketing case study” or “Car sales lead generation case study” .   This will tend to rank you well for anyone searching for case studies about your industry.
• Send case studies to your email subscribers . These emails achieve high engagement both as broadcasts, and as “drip emails” within an automation sequence .
• Create a print booklet of case studies to send to prospects and clients via snail mail or distribute at trade shows.
• Case studies make great social media updates and can be recycled every few months using different headlines.

22 Marketing Case Study Examples

1. fuji xerox australia business equipment, tripled leads for 60% less marketing spend.

In 90 days, we doubled web lead flow with lower marketing costs.

Read the full case study here.

Paul Strahl , National e-Business Manager

2. Surf Live Saving Foundation

Surf lottery grows online revenue 47%.

Marketing Results delivered tangible business improvements, including 47% higher revenue from digital, year-on-year.

Yin Tang , Surf Live Saving Foundation

3. ABC Reading Eggs

Integrated search and conversion management for abc reading eggs.

Marketing Results have been instrumental in profitably expanding our ad spend, while removing waste.

Matthew Sandblom , Managing Director ABC Reading Eggs

4. MAP Home Loans

From 70 hour weeks to 40 hour weeks with 100% annual growth.

I now make twice as much money, have less stress and fewer hours.

Craig Vaunghan , Principal MAP Home Loans

5. Inkjet Wholesale

Online advertising roi doubles – in just three months.

We couldn’t be happier – conversion rates are up, costs are down, ROI has doubled.

Glenn Taylor , National Marketing Manager Inkjet Wholesale

6. Breaking Into Wall Street

Info-marketing business achieves 300% revenue growth with 7-figure profits.

Marketing Results provided the marketing support to grow my annual revenue 300%+. They don’t just advise – they implement.

Brian DeChesare , Founder Breaking Into Wall Street

7. LatestBuy

Brw fast 100 online retailer latestbuy.com.au boosts sales by 45.3%.

Revenue had flatlined… Now it is up by 45%, with over 80% of that due to conversion rate optimisation.

Shaun Campbell , Co-Owner LatestBuy.com.au

8. directSMS

More traffic, less cost, lead volume doubles.

More than doubled the number of qualified enquiries via our website for the same ad spend.

Ramez Zaki , Co-Founder directSMS

9. Business Coach and Author, Pure Bookkeeping

Successful marketing automation and 100.95% year on year growth.

50%+ of business comes directly through online channels and none of this would have happened without Marketing Results.

Peter Cook , Business Coach & Author Pure Bookkeeping

10. Positive Training Solutions

Higher rankings plus more, higher-quality leads.

Marketing Results excels in strategic and online marketing.

James Grima , Managing Director Positive Training Solutions

11. Geelong’s Gym

From 5-6 leads a month to 60-70. 10x increase.

We’ve gone from 5 – 6 leads per month to 60 – 70!

Gerard Spriet , Owner Geelong’s Gym

12. Super Finance – SMSF Property

A new pipeline delivering a steady flow of web leads.

Outstanding quality of web generated leads!

Yannick Ieko , Director Super Finance

13. College For Adult Learning – Training Organisation

300%+ more sales with 60% lower cost per sale.

I expect at least another 60% more leads and 80-90% more revenue by continuing to work with Marketing Results.

Rob Golding , Director College For Adult Learning

14. The Gourmet Guardian – Food Safety Programs

4 times more leads and a 269% revenue increase.

Your AdWords strategies have quadrupled leads, almost tripled revenue and reduced my dependence on contract work to zero.

Gavin Buckett , Managing Director The Gourmet Guardian

15. Quick Coach – Life Coaching Courses

More qualified sales plus a facebook roi of 1285%.

The results have been fantastic… I have had over 500 potential students opt in via Google wanting to change their lives and those of their clients.

Glen Murdoch , Founder & CEO Quick Coach

16. Investment House – Property Development

Clients lined up for everything we can find.

We have clients lined up for everything we can find.

Colin Ferguson , Managing Director Investment House

17. Cosmetic Surgery Lead Generation

257% increase in qualified lead volume.

In less than a year, our enquiry volume increased by over 257% while increasing the quality and conversion rate of those leads.

Dee Tozer , Managing Director Medici Clinics

18. All Suburbs Catering

61% roi gain in less than 5 months….

20% more enquiries for 34% less cost – a compounded gain of 61% in only 5 months.

Jeff Veale , Managing Director All Suburbs Catering

19. Trilogy Funding

549 qualified sales leads in 3 months.

549 qualified sales leads in 3 months.

Ed Nixon , Principal Trilogy Funding

20. Customized Stickers

Online revenue rockets by 800%.

With Marketing Result on our side, our website revenue has increased by over 800% in only 18 months.

Anthony Khoury , Managing Director Customized Stickers

21. Technoledge

Engaging ceos of ideal target companies.

We’re routinely seeing CEOs of Australian hi techs with turnover of $5 million to $50 million (our target audience) opting in and proceeding to self-qualify before they contact us for a meeting. This is what digital marketing is supposed to do.

Tracey James , Director Technoledge

22. First Aid Training

Specialist first aid training company doubles revenue in 6 months.

We’ve streamlined customer acquisition, increased customer lifetime value, and doubled our revenue in 6 months!

Dave Hundt , Director Kids First Aid

I encourage you to put these tips into action and see how they work for you.

What other ways have you used case studies effectively in your business?

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12 great case study examples (plus case study writing tips)

GatherContent Contributor, Writer

5 minute read.

Interviewed by:

Table of contents

Lead with Content

How to put content at the centre of digital transformation.

Padma Gillen

Digital Content Consultant

This long-form content style is also becoming more common as more marketers discover its value. According to Hubspot’s 2021 State of Marketing report , more than 30% of marketers use case studies as a primary marketing media—up from 13% in 2020.

If you’re new to the world of case studies, we’ll be diving into what case studies are, why they’re important, and how to create your own. We’ll also highlight some compelling case study examples that you can learn from.

What is a case study?

A good case study highlights customer stories showing the following:

• The problems the business faced before using a product or service
• How the product or service proposed to solve the problems
• The before and after of using a product or service
• The measurable positive impact of the product or service on metrics such as click-through rate, website traffic, or sales

While case studies are most often product or service-focused, sometimes businesses use them to share their brand or founder story.

These types of case studies typically focus on organizational progress, such as how they grew their revenue or website traffic. One example is this Outfunnel case study on how the team saved over 80% of its time with user onboarding.

Why are case studies important?

They may not suit every business. But case studies are beneficial, for example, for helping SaaS brands reach future customers.

If they make sense for your industry, case studies should be an important part of your content marketing strategy for many reasons.

Three reasons you should incorporate them as soon as possible are:

• To provide value to your audience: At its core, the best marketing doesn’t just drive sales; it serves its audience. Case studies are a brilliant way to teach your audience tips they can incorporate into their businesses. It can also serve as research for industry experts to quote.
• To show off your expertise: A great case study is a perfect blend of data and storytelling. It showcases your expertise to your target audience, most likely dealing with similar issues. By telling a good story in your case studies, you’re essentially saying, “Look how we made everything better for X client—we can do that for you, too.”
• As social proof: Because case studies are available to the public, they’re undeniable social proof—better than hard-to-believe testimonials with client initials. This makes them extra valuable as MOFU and BOFU content ; they can drive sales at the click of a button.

Good to Know: Not sure how to use case studies? They work well as lead magnets, landing pages, repurposed blog posts, and, if you have the capacity, even video content!

12 real-life case study examples to bookmark

Reading about the mechanics of case studies is more straightforward than writing case studies from scratch.

That’s why we’ve gathered 12 real-life marketing case study examples you can review before you embark on creating yours.

1. GatherContent | University of Edinburgh

What works: In this great case study, GatherContent includes quotes from the client (the University of Edinburgh) about how their software has improved their content workflow. This adds a human element and will help readers with the same issues identify with the client.

View more GatherContent case studies .

2. Omniscient Digital | AppSumo

What works: Omniscient Digital includes client feedback in video format and shares the results they achieved in a digestible bullet point format.

3. Bit.ly | Vissla

What works: Besides hosting this case study on their website, Bit.ly provides a PDF link that can both be viewed online or downloaded. Plus, the PDF is visually appealing and easy to read.

4. Asana | Autodesk

What works: Asana leads with their impact and includes basic information about their client to the right of the page so the reader immediately gets bite-sized background information.

5. Shopify | Bombas

What works: Shopify includes a video in their case study, as well as multiple eye-catching images of Bombas products. This ensures that the case study serves both companies, possibly generating customer interest in Bombas socks.

6. Outfunnel | Alight Analytics

What works: Outfunnel has repurposed its case study into a blog post, which increases its visibility. The study is also full of client quotes, which adds valuable social proof.

7. Sapling | Zapier

What works: Sapling also shares quick preliminary information about Zapier on the left panel and includes several screenshots to show the impact of their product on the company’s processes.

8. BigCommerce | Skullcandy

What works: The quick metrics in bold hit readers quickly and highlight BigCommerce expertise to potential customers even before they read the entire case study.

9. Google Ads | L’Oreal

What works: Video format. Few things beat hearing the client praise the service and explain the process and results of the campaign in their own words.

10. ActiveCampaign | Your Therapy Source

What works: ActiveCampaign efficiently showcases the problems and solutions before delving into how they helped the client achieve desired results.

11. Intuit | Xenex Healthcare

What works: The main benefit is highlighted on the first page of the PDF and the rest of the study delves into the process and the nitty-gritty of the product’s impact.

12. Grayscale | Upwork

What works: This page features minimal text. It focuses on quotes from decision-makers at Upwork and ends with a call-to-action that will likely drive conversions.

How to write your own case study

How can you write engaging, effective case studies like the examples above? Here are six steps.

1. Identify a worthy case

Think of projects—either for yourself or for clients—that got outstanding results. Then, whittle it down to the cases that your target audience is most likely to relate to , perhaps because they experience the same problem or have the same goal as in the case.

2. Reflect on your chosen case

Once you’ve decided on the case you’ll start with, do some deeper reflection on the details. What was the project goal? What challenges did you encounter along the way? How did you overcome them to reach your goal?

3. Think about differentiation

Take the last step even further and think of anything you did differently than others might. Did you an experimental tactic or strategy or create a custom solution? If so, use those details to subtly show potential customers why they should be interested in what you have to offer.

4. Gather quotes

Next, get hard-hitting quotes from project stakeholders or clients. Having their thoughts on goals, project obstacles, the solutions provided, and the outcomes will make your description of the case more credible.

5. Draft your case study

Time to turn the details you’ve compiled into a case study draft. How? We’ll talk about the best format for case studies shortly.

6. Add visuals

Next, create visuals that will reinforce the main points of your case study. These could include:

• Charts or screenshots to show the change in metrics before and after the project
• An infographic to give a brief visual overview of the case
• Pictures of deliverables (e.g. a web design agency might show a picture of the new site it designed for a client)
• Product images such as screenshots from within your software that was used on the project

After any designated reviewers and approvers give their stamp of approval on the case study, it’s ready to be published and promoted!

What’s the best case study format?

We’ve seen A+ examples of case studies and gotten some more context on how to create them for your brand or organization. Now, it's time to get to work. As you do, remember to include the following vital sections in your case study format:

• Client name and profile
• The problem
• Your solution (and screenshots!)
• Before and after ( real results with data)
• Appealing visuals, photos, illustrations, infographics, charts, and graphs
• A memorable CTA

Ready to get started? Thankfully, you don’t have to go it alone.

GatherContent—a powerful tool for case study creation

GatherContent makes it possible to keep track of all your case study research —even while working with your marketing team. You don’t have to guess what stage the piece is at or consult another tool to know when your part is due or who to pass the torch to.

GatherContent is a content hub that helps you keep all your content creation in one place , whether you’re writing blog posts, email newsletters, social media posts, or case studies. With content modeling features like Components , you can effortlessly maintain brand identity throughout all your case studies.

Read more customer success stories here to learn more!

Techniques for collaboratively prioritising content

Learn six collaborative methods for prioritising content so your team can be aligned and have confidence in the content being published..

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5 keys to crafting a killer marketing case study

Count me among the content creators who entered this line of work out of a strong affinity for storytelling. While it’s not exactly the same thing as plotting out a swashbuckling adventure on the high seas or editing dialogue for a heady psychological thriller, writing a marketing case study still entails plenty of drama and suspense. Even better, it can be a highly effective component of your overall marketing plan.

What is a marketing case study and why is it important?

Simply put, a marketing case study is a story that helps your prospective clients understand, from the beginning to the end and in a tangible way, how you helped a current or previous client accomplish their goals. It’s a crucial tool for helping sales reps demonstrate to their leads how your company can produce real results.

As part of your larger content marketing strategy, it helps middle-of-funnel and bottom-of-funnel leads to connect your products and services with real-world outcomes. If you’re able to highlight some of your better-known customers in the process, a marketing case study can also bolster your brand.

What separates a good case study from a great case study?

A good case study gets its point across, but a great case study does so with style.

Keep in mind, that doesn’t mean it always has to be flashy or highly visual, though aesthetically pleasing design can be a big bonus.

Here, by style, we mean that the case study:

• Features specific details and inspiring outcomes that enhance a strong narrative.
• Communicates in a way that is relevant to its intended audience.
• Presents the potential customer with a clear opportunity for further engagement.

As part of a holistic marketing strategy, a great case study is also an instrumental asset for ongoing, targeted campaigns.

How do you create a compelling case study?

The principal ingredients for a compelling case study aren’t that different from other forms of content marketing.

Great case studies require you to:

• Conduct thoughtful research.
• Sculpt raw intel into a captivating story.
• Frame the content in a way that’s certain to generate interest.

For further detail, we can break this process down into the five key steps necessary for producing a first-rate marketing case study.

1. Know the product or service and its place in the market

Here’s a typical scenario. You get an email from the Vice President of Sales. She’s overjoyed about a recent customer success story, and she wants to know if you can create a case study based on it.

What’s the first thing you do?

Our recommendation is to make sure you have a firm grasp of everything about the product or service that the case study will highlight. Well, technically, the first thing you should probably do is respond to that email. And when you do, don’t forget to ask for clarification if it isn’t clear what product will be central to your marketing case study.

To brush up on the product, service or offering, take a closer look at materials like:

• Existing sales sheets and landing pages.
• Related social media posts or email campaigns.
• Internal product documents.

Keep in mind how this case study will play into ongoing marketing campaigns and efforts. Also, take a moment to examine how the type of customer you’re about to profile will map up with strategies for targeting specific personas.

2. Line up an interview with the client’s resident brand champion

A strong case study often involves the enthusiastic participation of individuals from the client company who are responsible for managing the vendor partnership. If you can schedule some time to talk to this person, you’ll benefit for two reasons:

• You’ll hear the story from their angle, which can add color, texture and truly valuable proof points.
• You’ll benefit from their infectious gratitude for the product. Too often, content creators have to rely on a set of well-crafted pitches instead of seeing the real-world impact of their products.

That said, sometimes this step is easier said than done. Why?

First of all, your clients may be busy. See if you can reach them at off-peak times or when they have some more flexibility in their schedule

Secondly, nondisclosure agreements are the norm in some industries. Customer contacts can be wary about answering questions, even if they know the company’s name and logo won’t be used. Try to reassure these clients from the beginning by showing them examples of other case studies you’ve done.

No matter what difficulties you encounter, there are always strategies you can follow to ask for reviews, testimonials and other support for your marketing case study. Some of our tried-and-true techniques include:

• Automating as much of the process as possible: Work with the sales or products teams to build feedback into the customer acquisition and retention processes.
• Focus on top customers: Emphasize high-profile clients that will bring greater brand awareness to your company or highly engaged partners who are eager to sing your praises.
• Emphasize the cross-promotional aspect of marketing case studies: Some companies need a reminder that this could be further exposure for their brand and additional content they could share in their own campaigns.

3. Gather details and comb through the data

Interviewing client contacts for a marketing case study is an art unto itself. Even the most excited and energetic sources will need some prompting and guidance in order to give you the material you need.

As such, we find that it’s helpful to start the conversation with a basic structure for your case study content in mind. A rough outline should look something like this:

• Background information about the client.
• A problem that the client experienced. Keep in mind, some people will need reassurance that the case study won’t paint the organization in a negative light.
• An exploration of how your product or service helped address the problem.
• Results from the implementation of this new solution.
• A description of how the client will proceed forward with this new experience under their belts.

Remember to listen carefully and remain flexible, but focused, during the interview. Put your reporter’s hat on to ask leading questions based on new information. At the same time, if your subject is particularly chatty, you may occasionally need to pull the interview back to its intended purpose.

While you’re taking notes, be sure to highlight any particularly noteworthy or emotional lines as they come up. This can be a real timesaver when you’re looking for pull quotes later.

In addition to the interview, ask for project documentation that can help you understand the scope of the client’s problem and the impact of the support provided by your company. Oftentimes, clients will have metrics that they’re eager to share. After all, they’ve probably already reported these results to internal stakeholders. Even if that’s not the case, ask for any relevant recent reports or raw data you could explore for some brag-worthy numbers.

4. Find the story

Not everybody is an expert storyteller. Some people are prone to add in irrelevant details, deliver information out of order or even to leave out important context. There’s a good chance that you’ll have to rearrange some of the information you learned during your client call. You may also have to conduct additional research or excise some out-of-place meanderings.

Internal subject matter experts can also help you refine the narrative arc for your marketing case study. They’ll clue you into the strategies they use for selling this service and supporting its implementation. Plus, they’ll be able to share their insights about questions that prospective clients might ask.

Make sure that the client is at the center of the story, but don’t be shy about highlighting the contributions of your own organization.

5. Highlight proof points

The story comes first, but proof points can transform your marketing case study from a possible puff piece into an exhilarating example for your target audience.

Whatever claims you make in the text, you should be able to back them up with evidence. At the same time, the proof points you do use should align with the bigger picture.

Obviously, facts, figures and statistics make for some of the most compelling kinds of evidence. However, sometimes the data isn’t in yet. In other scenarios, the qualitative advantages that have been gained are more important than percentages or points on a line graph.

In these situations, quotations and brief customer testimonials can provide additional support for the claims you’ve made.

But how do you handle quotes? Here are a few guidelines to follow:

• Where possible, use a direct quote that is original, interesting and engaging. Think about claims that would only be credible if they came straight from the speaker.
• You may have leeway to finesse the speaker’s language. Resist the temptation to wordsmith their speech except in cases that are truly confusing. Informal expressions can add a touch of authenticity.
• Some situations may require you to write the quote and then have it approved by the person to whom it will be attributed. Try to capture the nuances of their perspective as best you can, and never run the quote without getting a final confirmation.

What are some great case study examples to model after?

B2B and B2C marketing case studies come in all shapes and sizes. Here are a few recent examples that embody all of the strategies we’ve outlined above. If you’re looking for a compelling case study to model your own content after, check out these models.

‘How PayPal empowers people and businesses in a global marketplace’

This PayPal case study profiles how the company uses services from Google Cloud to support more than 300 million customers who use 100 different currencies.

It’s structured as a landing page that’s well designed and easy to navigate based on the storyline. It also highlights some impressive and relevant proof points right off the bat.

The text and graphical elements are also augmented by a video in which the customer’s voice takes center stage.

At the heart of this story is the notion that finding a reliable digital partner can help your company scale. As such, PayPal is a great aspirational client example, and its story speaks to the hopes that many prospective customers will have about their own business.

We also appreciate how easy Google makes it for potential clients to find additional examples and to take the next step by reaching out to a sales rep.

‘Disney+ Brand Launch’

It’s hard to think of a recent product launch that received more hype than the highly influential debut of streaming service Disney+. Behind the hype were companies like Midnight Oil, a California-based creative agency.

In this marketing case study for Disney+ , the firm pairs succinct text with high-quality pictures that display Midnight Oil branding collateral in action.

In this instance, the company was able to leverage the sky-high visibility of its brand partner to help tell the story. Everybody already knows that the launch of Disney+ was a rousing success, so the creative agency gets to focus a little more on highlighting its own contributions.

And showing is always better than telling. Still, the company makes sure that you don’t forget the 10 million subscribers the client achieved on its first day.

If you want to grow revenue by expanding your potential subscriber base using targeted branding efforts, Midnight Oil makes a compelling case that the agency can help.

‘Rock & Roll Hall of Fame Messages Their Way To Success’

Who says that digital marketing case studies can’t shred?

For our last case study example, we’re going to shine the spotlight on HubSpot’s righteous work with a venerable Cleveland institution.

This in-depth landing page frontloads a quick summary of the premise and some eye-catching stats.

The Rock & Roll Hall of Fame used HubSpot’s integration with Facebook Messenger to develop a strategy that allowed the museum to connect better with its fans.

A slickly produced video with lots of custom footage sheds light on how the Rock Hall’s content leader found a way to bring out the best from both automation and one-to-one connections.

This case study succeeds because it has an exciting hook, an interesting story and some real results.

How do you distribute case studies? Where do they work best?

How to distribute your case study depends on the audience you’re trying to reach, the story you need to share and the role that this case study plays in your overall marketing strategy.

Take a lesson from the marketing case study examples above. You need to be where your fans are. If your potential customer is on social media, make sure your content is shareable, and consider using a Facebook ad to promote your brand.

But let’s back up one more step.

As our examples illustrate, your marketing case study doesn’t just have to exist as one kind of asset. A custom landing page is a great place to start, but you can spin out content for video and other channels, too. Case studies can be delivered to prospects individually, distributed over social media or shared as part of an email drip campaign. Optimizing your case study landing page for search will help organic traffic find your content, too.

Where marketing efforts meet solid storytelling

It should be clear by now that marketing case studies are more than just a mishmash of numbers, quotes and splashy illustrations. They can take many different forms, but regardless of the media in which they’re found, they’re about creating a story around customer relationships. At the end of the day, aren’t stories what we live for?

Michael O'Neill

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Mike O'Neill is a writer, editor and content manager in Chicago. When he's not keeping a close eye on Brafton's editorial content, he's auditioning to narrate the next Ken Burns documentary. All buzzwords are his own.

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9 Case Studies to Inspire Your Content Marketing Strategy

• Written By Amy Sorter
• Updated: March 5, 2024

Case studies are a valuable part of any content marketing strategy. They can be an ideal tool for showcasing your specific product or service. 

However, not all case studies are created equally. Some are more effective than others in introducing and solving content strategy challenges. 

In this article, we’ll share best practices for developing a worthwhile content marketing strategy using case studies of real-world examples. We’ll also discuss multiple areas of your strategy, including workflow management, talent management, SEO, and content scalability.

Workflow Management — Getting From Start to Finish

Many companies assume that generating lots of content is an effective content strategy . Unfortunately, that assumption is incorrect. There also needs to be a structure in place to develop and disseminate your content. 

One way to avoid the “all-or-nothing” content strategy is to focus on workflow management.

Content workflow management is a series of tasks that take content from ideas to delivery as efficiently as possible. It consists of six elements:

Within these six sections are sub-modules, which are:

• Creating and writing content
• Filing and sharing
• Social and collaboration

Workflow is essential because it helps break content creation and production into straightforward, manageable tasks you can execute smoothly.

Case study: Narrato

Narrato’s case study examines how a content agency moved its content creation process to Narrato’s Workspace. It outlines all the steps taken that helped simplify the many moving parts of a content workflow strategy.

But, the challenge with this case study is how hard it is to follow verbally and visually. Images of the user interface provide examples, but the presentation is unclear, which isn’t what you want. Case studies should have a clear flow and structure that’s easy to follow.  

Case study: FreshLime

Our FreshLime case study focuses on workflow issues involved with content creation. 

FreshLime is an online platform that helps clients increase their revenue through customized content services. Since their clients operate in various sectors, FreshLime needed content creators with specific industry expertise. And, because of the sheer amount of content required, FreshLime needed a way to track the content creation process.

Our content platform helped FreshLime layout procedures from start to finish, creating seamless collaboration between FreshLime and ClearVoice. We also developed and maintained a content calendar to track FreshLime’s client content requirements.

Although content is an end goal, workflow management is the cornerstone of any content marketing strategy.

Talent Management — Finding & Keeping the Right Creators

The key to quality content is quality content creators. But good writers and content creators are notoriously tricky to find.

So, how do you find the right talent for your business ? 

The first step is to examine what type of content you need. Then, determine the creator’s role in developing that content. It’s also necessary to outline anticipated volume and frequency.

Before bringing the content creator on board, examine their: 

• Skill level
• Level of audience understanding
• Fit into the company’s budget

The question then becomes where to source that talent from. There are a lot of “content services” available. Quality solutions , like ClearVoice, ensure experienced content creators through in-depth vetting and hiring processes.

Case study: Cisco

Our Cisco case study focuses on their CloudCherry acquisition. After they acquired it, Cisco instituted a rebrand, which required content support. Cisco turned to us, and we facilitated using expert technical writers to develop short- and long-form content pieces. By turning talent management over to us, Cisco could focus on larger-picture tasks and higher-level strategy.

Case study: Outriggers Hotels

Outrigger Hotels needed highly localized content. Through outsourcing to us, we paired them with writers who had a deep understanding of different worldwide locations, which led to consistent, high-quality content creation for them.

Talent management is an essential facet of content creation. But, it takes a great deal of time and resources to find and maintain experienced, knowledgeable content creators. Outsourcing your content creation can help match the right talent to the right content project. You must research the content agency’s reputation, references, and “talent bench.” 

Developing SEO Strategies

Many case studies highlight how quality content can provide a good foundation for boosting search engine optimization (SEO) efforts.

There are a few reasons why content strategists focus on search rankings. First, organic search tends to be the primary source of website traffic . The higher you rank, the higher the probability of organic traffic. Second, SEO also builds trust and credibility in a particular brand while providing a better understanding of audience needs.

And with Google owning close to 93 percent share of the market, we all know which search engine to target.

Case study: American Egg Board

Rise Interactive’s case study about the American Egg Board offers a good overview of how content can help improve search engine rankings. They worked with AEB to improve SEO by upgrading their website with fresh content, a clean design, and adding keywords. The result was a streamlined website, higher organic search numbers, and increased website visits.

However, the case study declines to mention certain factors. Specifically, ongoing, relevant content is also essential to improve and maintain search engine rankings.

Case study: Jerome’s Furniture

Jerome’s Furniture is a SoCal furniture retailer that needed to increase organic website searches through a higher SERP position. Our strategists developed an SEO-specific plan to increase website traffic. Then, the ClearVoice editors and writers stepped in to improve the company’s website content and create informative blogs that answered users’ questions.

The strategy also called for the addition of buyer’s guides. These downloadables provide advice on everything from getting better sleep to buying multi-use dining tables for the holidays. That strategy reduced keyword stuffing, improved the company’s page-quality score, and lowered ad spend. The result was higher website traffic and fewer dollars spent on advertising.

The one requirement of a strong SEO strategy is flexibility. It’s important to keep current with Google’s requirements. Before starting any content-related SEO strategy, companies need to understand their audience. Take time to research the target audience’s pain points and the solutions it seeks.

Developing the Right Content for the Right Purpose

Almost all companies want to develop and implement some kind of content strategy. Recent insights show:

• 60 percent of B2C marketers use content marketing strategies
• 56 percent of businesses worldwide intend to spend more on content creation
• 73 percent of businesses have a designated employee to monitor content creation

Source: Review42

What the above statistics don’t outline is the myriad of different content types available. When discussing content strategies, the first thing — and many times, the only thing — that comes to mind is blogs.

There’s a good reason for this.

Blogs are an excellent cornerstone of an effective content marketing strategy. They’re relatively easy to produce, approve, and distribute. When crafted properly, blogs can be top performers in providing fresh, consistent content that answers questions. As a result, they help generate more website traffic.

But blogs are only one type of content. In content marketing, there are four main content categories:

• Written content
• Visual content
• Interactive content
• Video content

But it doesn’t stop there. An effective content marketing strategy strategy focuses on the right content based on the customer’s buying journey . This journey guides customers through the “sales funnel” or “marketing funnel” through the following steps:

• Top-of-funnel: increases brand awareness and trust
• Middle-of-funnel: allows customers to research and solve problems
• Bottom-of-funnel: where customers are ready to take action

Case study: GLOBO

This study focuses on GLOBO , a language-support company that helps companies communicate in over 350 languages.

GLOBO was struggling with its messaging. They needed a plan to frame their brand as a compassionate, mission-oriented company. The messaging goal also needed to nurture potential users to action. In this case, subscribing to the product.

We helped GLOBO strategize how to create content for various parts of their marketing funnel and ensured they used the proper content formats to engage their audience at each stage.

Not all content is created equal, and blogs aren’t the only answer to a content marketing strategy. Sometimes, a solutions-based email or an infographic might be more appropriate. 

Before determining the best content to use, first find out:

• Where’s the audience in the buying journey?
• What problems are they trying to solve?
• Are there trends that might be in play? 
• What’s the right messaging, content, and dissemination process?

Also, focus on why the content needs to be in place, what it offers, and how to distribute it best.

Determining Content Scalability

Any robust content strategy includes building agile content systems that can quickly produce a large amount of content and disseminate it to the right audience at the right time. 

In other words, scalability.

Many companies face a scalability issue when fulfilling their content marketing strategy. They might have great content plans in place. But turning those plans into reality requires a streamlined system and quality content providers.

However, it’s incorrect to assume that scalability means hiring more people. Content scalability isn’t a personnel issue. It’s a systems issue. 

Case study: Updater

Updater , a household moving app, wanted to scale its content efforts. But it knew managing that in-house would be time-consuming and expensive. 

When they partnered with us, we matched them with the best writers for their needs and budget to increase their content creation. We also used our workflow management to streamline their content review and approval processes. The result was a more consistent content flow and improved brand recognition.

Case study: Charles-Kenyon

Charles-Keynon needed to scale its content efforts on behalf of its clients, which consist of banks, credit unions, and other financial institutions. But, they were finding it challenging and time-consuming to create original content consistently. Plus, the client approval process was very slow. 

We worked with Charles-Kenyon to overhaul their content creation process. We developed blog and article pitch requests that were sent to their clients. And we implemented a system to ensure the clients responded to those pitches quickly. Last but not least, we matched them with our expert writers and editors to create thoughtful and engaging content that satisfied their clients. 

Putting more content into circulation shouldn’t always require additional resources. Instead, the focus should be on improving content flow and getting that information from ideation to approval and dissemination in an efficient fashion.

Explore all the details and takeaways to inspire your next phase of marketing content production, performance, and scale with our in-depth guide .

Final Thoughts

Case studies provide best practices that enhance the creation process. They outline the steps to guarantee a steady flow of quality content, ensuring your content plan benefits your company’s marketing efforts.

Now more than ever, it’s the ideal time to leverage an external partner to support your content creation. At Clearvoice, we can support and scale your entire content marketing strategy. Discover our solutions or talk to a specialist today to get back time in your day, focus on what matters, and create great content faster. 

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Ikea target audience, ikea marketing channels, ikea marketing strategy, ikea marketing strategy 2024: a case study.

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Ikea serves the unique functional needs of each target audience, with special attention to 16-34-year-old adults. It has solutions for:

• Single people not living at home
• Newly married couples
• Families with the youngest child under six
• Older married couples with dependent children
• No children families
• Labor force
• Professionals 

Thus, it uses the following types of product positioning :

• Mono-segment positioning. It appeals to the needs and wants of a single customer segment that is cost-conscious and prefers value for money.
• Adaptive positioning. It believes in periodically repositioning products and services to adapt to changes in customer preferences. Its Swedish furniture chain considers the dynamic nature of customer preferences. For instance, its latest products reflect increasing minimalism on the global scale. 

Ikea utilizes the power of the following marketing channels: 

• Mobile Application
• WebEngage: Email, SMS, and Whatsapp Marketing
• Social Media
• Telecalling
• Commercials

The Ikea marketing strategy contributes majorly to its success because it's original, imaginative, and distinctive while maintaining a transparent value proposition.

A Creative, Consistent Brand Theme

From the Swedish national colors on its buildings to rich meatballs in its store cafeterias, Ikea's marketing strategy reflects its cultural heritage proudly. It infuses all elements of their identity with a sense of self-assuredness that maintains their identity in the market of stiff competition. 

Emphasizing Affordability and Sustainability 

Understanding that a simple tiered strategy won't encourage repeat business, Ikea extends customization, flexibility, and mix-and-match furniture modules. It effectively combines the elements of affordability and sustainability in its marketing strategy to ensure success.

While the furniture options don't pledge a lifelong guarantee, the products are built to last. Even its reusable shopping bags reflect its commitment to sustainability.

Sponsorship and Influencers 

IKEA-sponsored comedic series Easy to Assemble. Its innovative content marketing was way different from a furniture product demo. Incorporating sponsored digital marketing campaigns and social media influencers have boosted the Ikea marketing strategy. 

Ikea’s Easy to Assemble Series

Exceptional In-store Experience

Ikea brilliantly displays products employing the best lighting systems to generate more sales. It strategically arranges best-matched items in mock rooms to encourage impulse purchases and inspire decor. The company also extends excellent customer service to provide a memorable experience and incite customers to come back for more.

Ikea’s Store Decor for Inspiration

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Website and Mobile Application Marketing

Ikea ensures an optimal mobile website's speed, button displays and gesture controls on its website and mobile app to retain and attract individuals to the site. It carefully invests in its UI/UX , enquiry-based chatbot, and regular updates on new offers, discounts, and promotions. 

One of the most successful marketing moves includes downloading its 3D modeling app to envision a dream home. It's one of its most successful marketing moves that allows IKEA to upsell its low-demand items by creating a desire in its customers to revamp the room.

Ikea’s Website With Engaging Content

Ikea's SEO (Search Engine Optimization)

Ikea's marketing strategy aims at enhancing the site's visibility for relevant searches to attract the attention of new and existing customers. It includes the right product-specific keywords and Google advertisements to further augment its organic ranking .  

Ikea Ranking for Bookcases on Google’s First Page

Ikea's SMM (Social Media Marketing)

Ikea's handles are very active on digital marketing platforms like Facebook, Instagram , Twitter, and Youtube . Their digital presence is impressive, with more than 30 Million likes on Facebook, 1 Million followers on Instagram, 5.3k followers on Twitter, and 41.2k subscribers on YouTube.

Ikea’s Instagram Profile

Its Instagram bio links to its website. The website also has links to its various social media posts. Its 'view shop' and 'call' options for product catalog and direct assistance, respectively, are a testament to a well-crafted Ikea marketing strategy.   

Ikea’s Youtube Advertisements 

IKEA also conducts free online workshops that lure lots of enthusiastic customers, resulting in gaining leads.

Ikea’s Online Workshop Ad

Content Marketing

Ikea relies on its content marketing strategy to create a distinguished presence amongst furniture brands. Its commercials, print ads, social media, and website stands out with attention-grabbing content. It combines innovation and humor to present the brand's core values and inspire people. 

Ikea’s Captivating Commercial 

Ikea Marketing Strategy bears testimony to a well-thought and structured marketing venture. Sign-up for our Digital Marketing Specialist and learn more about marketing case studies published by Harvard Business. You will be taught by experts from facebook and Purdue University. Sign-up for the course TODAY!

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BCG Marketing Strategy 2024: A Case Study

In today’s rapidly evolving marketing landscape, brands need to stay ahead of the curve to drive growth and maintain a competitive advantage. The BCG Marketing Strategy for 2024 offers valuable insights into the key elements and tactics that can propel brands towards success. From in-depth market analysis to strategic planning and digital marketing strategies, BCG provides a comprehensive roadmap for brands to navigate the ever-changing marketing landscape.

One of the core frameworks utilized by BCG is the growth-share matrix, which helps brands assess their portfolio of products or services and identify investment opportunities. By categorizing products into four quadrants – stars, cash cows, question marks, and dogs – brands can allocate resources effectively and focus on high-growth opportunities.

Furthermore, BCG emphasizes the importance of market segmentation, allowing brands to identify and target specific customer segments based on their needs, preferences, and behaviors. This enables brands to tailor their marketing efforts and deliver personalized experiences, resonating with customers on a deeper level.

Key Takeaways:

• BCG Marketing Strategy 2024 provides valuable insights into market analysis, strategic planning, and digital marketing strategies.
• The growth-share matrix helps brands allocate resources effectively and identify high-growth opportunities within their product portfolio.
• Market segmentation enables brands to deliver personalized experiences and target specific customer segments.

Understanding Marketing Maturity Levels and Unlocks

Brands striving to enhance their marketing maturity can accelerate their progress by focusing on the four unlocks of AI-driven marketing value. These unlocks include:

• Embedding Data: Brands should integrate data-driven insights into their marketing strategies to make informed decisions and drive growth.
• Conducting Full-Funnel Marketing Planning: Taking a holistic approach to marketing planning, from awareness to conversion, allows brands to optimize their customer journey and maximize results.
• Delivering Technology-Enhanced Consumer Experiences: Leveraging advanced technologies such as AI, generative AI, cloud computing, and omnichannel engagement enables brands to create personalized and seamless experiences for their customers.
• Leveraging the Right Capabilities: Brands must acquire the necessary expertise and capabilities required for data-driven marketing. This includes navigating consumer data economies, understanding emerging trends, and effectively executing their marketing strategies.

As advanced technologies continue to evolve, the capabilities necessary for data-driven marketing are expanding rapidly. Brands need to stay up-to-date with the latest advancements, such as AI-driven marketing, to gain a competitive advantage in the market.

The Benefits of Marketing Maturity

Investing in marketing maturity unlocks several benefits for brands. It allows them to:

• Make data-driven decisions, leading to more effective and targeted marketing strategies.
• Add value to the customer experience through personalized and technology-enhanced interactions.
• Optimize their marketing efforts across the entire customer journey, maximizing return on investment.
• Gain a competitive advantage by staying ahead of industry trends and leveraging emerging technologies.

By focusing on these unlocks and continuously improving their marketing maturity, brands can position themselves for success in the ever-evolving digital landscape.

The Need for New Marketing Capabilities

Data-driven marketing has evolved quickly, and brands must now embed data, conduct full-funnel marketing planning, and deliver technology-enhanced consumer experiences daily to maintain or enhance their marketing maturity. This shift is crucial as the average level of marketing maturity fell by 8% from 2021 to 2024. To excel in data-driven marketing and truly leverage AI-driven marketing value, brands need to acquire and develop a wide range of marketing capabilities.

Foundational Capabilities

Foundational capabilities form the building blocks of successful data-driven marketing. Brands must establish agile collaboration practices to ensure seamless coordination between cross-functional teams. This allows for efficient information sharing and enables quick decision-making. Moreover, specialist skills, like data analysis, customer insights, and marketing technology , are essential to leverage the power of data and derive valuable insights for marketing strategies.

New Table Stakes Capabilities

As data-driven marketing continues to evolve, new table stakes capabilities have emerged as requirements for success. Brands need to prioritize integrated planning across channels and touchpoints to deliver consistent and coordinated messaging to their customers. The ability to identify users across various platforms and devices is also crucial for effective targeting and personalization. Additionally, data enrichment and monetization play a key role in extracting maximum value from marketing data .

Elevated Capabilities

To truly stand out in the data-driven marketing landscape, brands need to develop and elevate their capabilities to match market demands. Privacy readiness is of utmost importance in today’s data-driven world. Brands must navigate privacy regulations and build trust with their customers by ensuring data privacy and security measures are in place. End-to-end measurement enables brands to measure the impact of marketing activities across the entire customer journey, providing insights into campaign effectiveness and optimization opportunities. Personalized experiences and data-driven content creation further enhance customer engagement and drive marketing success .

By investing in and embracing these marketing capabilities, brands can navigate the evolving landscape of data-driven marketing, unlock AI-driven marketing value, and gain a competitive edge in the market.

The BCG Online Case Assessment: A Crucial Step in the Recruitment Process

The BCG Online Case Assessment, also known as the Casey Chatbot Interview, is a digital assessment that evaluates applicants’ problem-solving skills within a time-constrained environment. It has replaced the BCG Online Case or BCG Potential Test in the BCG recruiting process. The assessment lasts for 30 minutes and consists of 8-10 analytical questions, including multiple-choice, fill-in-the-blanks, open-ended questions, and a final video recommendation.

During the assessment, candidates are evaluated on critical problem-solving abilities, effective communication, analytical thinking, business acumen, logical reasoning, and the ability to synthesize information and provide strategic recommendations. The BCG Online Case Assessment is designed to assess the skills necessary to excel in consulting roles, making it a crucial step in the recruitment process.

The assessment leverages technology to provide an objective evaluation of candidates. The use of the Casey Chatbot Interview contributes to the efficiency and standardization of the assessment process. Candidates can take the assessment remotely from the comfort of their own homes, enhancing convenience and accessibility.

The BCG Online Case Assessment plays a vital role in determining whether candidates possess the skills required for successful consulting careers. It allows BCG to evaluate a large pool of candidates efficiently and objectively, saving time and resources in the recruitment process. Candidates who perform well in the assessment are more likely to receive a consulting job offer from BCG.

The Structure and Skills Assessed in the BCG Casey Chatbot Interview

The BCG Casey Chatbot Interview is designed to evaluate candidates’ skills in various key areas. This assessment is structured around a real-world business issue, providing a platform for candidates to showcase their problem-solving abilities. In addition to problem-solving, the Casey Chatbot Interview assesses several other essential skills, including effective communication, analytical thinking, business acumen, logical reasoning, and the ability to synthesize information and provide strategic recommendations.

One of the advantages of the BCG Casey Chatbot Interview is that it can be taken remotely from the comfort of a candidate’s home. This flexibility allows candidates to be in a comfortable environment while displaying their skills. Candidates are also allowed to use aids such as Excel and calculators, enabling them to leverage technological tools to enhance their problem-solving capabilities.

The BCG Casey Chatbot Interview serves as a critical filter in the recruitment process for consulting roles at BCG worldwide. It is mandatory for most candidates, highlighting its importance in evaluating potential hires. As such, candidates need to adequately prepare for the interview and develop the necessary skills to succeed.

Preparation tips for the BCG Casey Chatbot Interview include engaging with practice tests to familiarize oneself with the interview format. Additionally, it is essential to enhance mathematical skills to effectively handle quantitative aspects of the assessment. Developing a strong foundation in business case analysis is crucial, as it forms the basis for addressing the real-world business issue presented in the interview. Lastly, practicing clear articulation for the video recommendation component is recommended to ensure effective communication of recommendations.

Skills Assessed in the BCG Casey Chatbot Interview:

• Problem-solving
• Effective communication
• Analytical thinking
• Business acumen
• Logical reasoning
• Ability to synthesize information

By focusing on developing these skills and following the preparation tips, candidates can position themselves for success in the BCG Casey Chatbot Interview and increase their chances of securing a consulting role with BCG.

Example Table:

Preparing for the BCG Casey Chatbot Interview requires a comprehensive approach that encompasses both technical skills and effective communication. By adequately preparing for this assessment, candidates can demonstrate their readiness for the challenges of consulting roles and increase their chances of success in the recruitment process.

The Rise of the BCG Casey Chatbot Interview

The BCG Casey Chatbot Interview has emerged as a game-changer in the recruitment process, offering unmatched efficiency, cost-effectiveness, standardization, and comparability. This innovative assessment allows BCG to assess a large number of candidates efficiently, streamlining the initial screening process. By leveraging automated technology, the Casey chatbot reduces the number of candidates advancing to case interviews, saving valuable time and cost for BCG.

One of the key advantages of the Casey Chatbot Interview is its highly standardized nature. Every candidate experiences the same assessment, ensuring objective comparison of performance. This standardized approach minimizes biases and allows BCG to make fair and informed decisions when selecting candidates for further evaluation.

As chatbots continue to gain popularity in the talent acquisition space, the BCG Casey Chatbot Interview has proven to be a valuable investment. By utilizing this advanced technology, BCG ensures a streamlined and efficient assessment process that guarantees fairness and consistency across all candidates. Furthermore, the BCG Casey Chatbot Interview is fully online, lasting for 30 minutes and incorporating a range of question formats, including open-ended questions, to evaluate candidates comprehensively.

The visual representation of the efficiency, cost-effectiveness, standardization, and comparability of the BCG Casey Chatbot Interview can be seen in the following table:

With its strong focus on efficiency, cost-effectiveness, standardization, and comparability, the BCG Casey Chatbot Interview has become an integral part of BCG’s talent acquisition strategy. Its success lies in its ability to harness the power of chatbots to optimize the recruitment process and identify top talent accurately. By embracing this innovative assessment, BCG sets a new standard for efficiency and effectiveness in candidate evaluation.

Developing Key Skills for Success in the BCG Casey Chatbot Interview

The BCG Casey Chatbot Interview plays a crucial role in evaluating candidates’ fit for consulting roles, assessing their problem-solving abilities, business acumen, logical reasoning, quantitative skills, and effective communication.

Test-takers must demonstrate creativity and an understanding of market dynamics and industry trends. They should exhibit the ability to break down complex problems into manageable components and interpret numerical data with precision. Effective communication and maturity are also highly valued by BCG.

These skills play a vital role in the success of candidates applying for consulting roles at BCG. Mastering the capabilities assessed in the Casey Chatbot Interview is essential for aspiring consultants to thrive within the organization.

Developing these key skills requires a combination of continuous learning and practice. Candidates should engage with practice tests, familiarize themselves with the Casey chatbot format, and enhance their mathematical skills. A strong foundation in business case analysis and the ability to articulate clearly in the video recommendation also contribute significantly to success in the BCG Casey Chatbot Interview.

Mastering the BCG Casey Chatbot Strategy

Mastering the BCG Casey Chatbot strategy is essential for achieving success in the online case assessment. Test-takers need to enhance their business case analysis skills, think outside the box, demonstrate strong business acumen, improve problem-solving abilities, excel in quantitative analysis, and communicate effectively with the chatbot. By employing these strategies, candidates can excel in the BCG Casey Chatbot Interview.

Familiarize Oneself with Question Types and Formats

To excel in the BCG Casey Chatbot Interview, it is imperative to familiarize oneself with the varied question types and formats that may be encountered. Becoming familiar with the structure and style of questions will enhance the ability to provide accurate and efficient answers.

Engage with Practice Materials

Engaging with practice materials specifically designed for the BCG Casey Chatbot Interview will enable candidates to become more comfortable with the assessment format and gain insight into the types of questions posed. Practicing with authentic materials will help develop the necessary skills and confidence for success.

Develop a Strong Foundation in Business Case Analysis

A strong foundation in business case analysis is vital for succeeding in the BCG Casey Chatbot Interview. Candidates should focus on understanding key business concepts, honing analytical skills, and practicing the application of problem-solving techniques to solve complex business problems effectively.

The BCG Marketing Strategy for 2024 revolves around the importance of marketing maturity and the capabilities needed for successful data-driven marketing. By prioritizing AI-driven marketing value, brands can unlock the numerous benefits that come with marketing maturity. This case study highlights the significance of the BCG Casey Chatbot Interview, which plays a pivotal role in BCG’s recruitment process. The interview thoroughly assesses candidates’ problem-solving skills and their potential fit for consulting roles within the company. To achieve success, it is imperative for candidates to master the skills evaluated in the assessment.

The BCG Marketing Strategy emphasizes the need for brands to embrace data-driven marketing and utilize AI technologies to gain a competitive edge. It is crucial for brands to continuously refine their marketing tactics , conduct thorough market segmentation, and employ a strategic approach. By effectively leveraging data, brands can make informed decisions and optimize their digital marketing strategies, ultimately enhancing their marketing maturity.

The BCG Casey Chatbot Interview serves as a reliable and efficient tool for evaluating candidates’ problem-solving abilities, as it effectively tests their analytical thinking, logical reasoning, and business acumen. This assessment is an integral part of the BCG recruitment process, enabling the firm to identify top talent for consulting positions. Prospective candidates must focus on honing their problem-solving skills, developing a strong foundation in business case analysis, and excelling in quantitative analysis to excel in the BCG Casey Chatbot Interview and secure a consulting job offer.

In summary, the BCG Marketing Strategy showcases the importance of marketing maturity and data-driven marketing in the ever-evolving digital landscape. Meanwhile, the BCG Casey Chatbot Interview plays a vital role in identifying candidates with the requisite problem-solving skills for consulting roles. Candidates who master the skills evaluated in the Casey Chatbot Interview increase their chances of success in the recruitment process.

What is the BCG Online Case Assessment?

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Bell canada marketing strategy 2024: a case study, berger paints marketing strategy 2024: a case study.

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How to Create a Successful Content Marketing Strategy

April 25th, 2024 Lauren Teneriello

With great marketing content comes great responsibility. Brands need to know how to cut through the noise to reach their intended audience and ultimately convert leads into new clients. And as a top-tier provider for both webcasting and digital engagement technology, the ON24 Intelligent Engagement Platform can provide marketers with the insights they need to build that strategy and drive lead conversion. 

Ready to learn how to build a content marketing strategy that actually works? Read on to learn how you can build a successful content marketing plan:

Understanding content marketing

What exactly is content marketing ? It’s a way for brands to subtly market themselves while providing unique — and useful — information to consumers. For example, a brand can use content marketing materials to highlight an industry pain point and offer strategies and tactics to overcome that hurdle. 

This form of marketing solves two problems: it helps customers fulfill a need — either via a product or service, and it gets visitors thinking about the content producer’s brand. Ultimately, if the content leads to a successful conversion, the content marketing strategy has helped to drive pipeline growth.  

But content marketing strategies have changed over the years. Content marketing has evolved to address customer needs while keeping pace with technological advancements. For example, radio and television commercials were once effective channels for B2C organizations, but streaming services and social media platforms have forced these marketers to evolve their tactics and strategies. 

The same holds true for B2B marketing. Target audiences expect more personalized , relevant and engaging content — not the brochures of the past. 

CMI’s 2024 B2B Content Marketing Trends report , for example, found that webinars are one of the most effective channels for B2B marketers. But there are plenty of other types of marketing that marketers can’t afford to leave behind. 

Types of content marketing

Online content marketing offers multiple touchpoints for brands to reach their target audience. It can include mediums like infographics, blogs, podcasts, social media, video content marketing and webinars. Let’s see how each of these can be an important tool in your content marketing strategy.

Infographics

An infographic provides audiences with information at a glance. It’s a great format for summarizing in-depth reports or explaining a concept. Infographics can maintain your look and feel while staying true to your brand. 

Infographics also lend themselves to content repurposing. They can be cut up and republished on blogs, social media and pitch decks. Depending on your technology, they can be static or interactive, complete with charts an filters for users to engage with.

Blogs are a great way to present longer-form content covering in-depth information. They can also link to content sources within your library, including other blog pieces, longer white papers, web pages and more. 

They can be a great way for your reader to walk away with increased knowledge about your topic (usually a pain point), a solution and a need for your product or service.

One of the best ways to reach audiences on-the-go is through a podcast . Podcasts are audio (or visual) files that are typically 30 minutes to over an hour long and meant to be downloaded and listened to. 

Consumers listen to podcasts while working out, driving or commuting. Podcasts are proof that not all audiences learn, or like to consume their content, the same — sometimes, users prefer visual experiences, whereas others just like to listen.

Social Media

Social media is more than just a digital initiative to help users connect with their friends and family. Platforms from Instagram to Reddit are perfect opportunities to reach target audiences through tailored ads based on first-party data and scrolling behavior. Reels or under-a-minute videos can be part of a consumer’s daily feed and speak to their interests. Marketers can easily connect with their audience throughout their day-to-day.

Video content marketing

Videos are a great way to entice consumers who want both an auditory and visual experience. Videos provide an alternative to blogs in that consumers can watch content without having to read. This can be especially useful when it comes to content that helps consumers learn a new skill. 

The length of a video can be adjusted accordingly — brands can create either shorter or longer content pieces, depending on the topic and intention. Shorter videos can be great for viewers who don’t have much time, while longer videos can target viewers who want to dive deeply into a topic.

Webinars are a key way to engage with your audience both on the day of the event and afterward. They are so much more than just a digital event — they are a chance to drive audience engagement and interaction and provide certification or training opportunities. 

Polls, Q&A sessions, content hubs and live chats are vital for ensuring your webinar is a success. Webinars also allow your brand to get creative while maintaining its look and feel.

How to understand content marketing strategy

Content marketing is, at its core, a form of communication. It includes different stages where you can engage with your audience . Where you are on your content marketing journey can determine what type of content to use. In fact, the content marketing strategy is often thought of as a funnel with three main parts. Let’s take a look: 

Top of the funnel  

This is the part where you bring awareness to your content, addressing client pain points and common questions. Content types include:

• Blog articles 
• Webinars and virtual events 

Middle of the funnel  

This is the consideration phase. Your potential new client has visited your site or engaged with social media. Content types include: 

• Case studies 
• Product demos
• Email newsletters  
• Longer-form videos

Bottom of the funnel  

This helps your prospect make a decision and convert. ON24 can help marketers create dynamic, personalized content — from webinar CTAs to personalized outreach through segmentation and AI-powered content creation . Content types include: 

• Pricing pages 
• Remarketing 
• White papers
• Personalized email 
• Competitor comparison 

Crafting your content marketing plan 

Creating a carefully curated content marketing plan requires considering your brand’s timelines, goals, budget and bandwidth. Deciding when and how to strategize is the first step before making your content marketing strategy. 

Here are some steps to get you on your way to developing the best content marketing plan for your business:

Set SMART goals

It’s important to set SMART (Specific, Measurable, Attainable, Realistic, Relevant and Time-bound) goals before any strategy planning begins. 

For example, are you looking to increase brand awareness or maintain brand loyalty? Do you want more lead conversions or a combination of all of the above? Educating your consumer is part of the process, but this goal can be achieved while increasing sales and ultimately, your ROI.

Understanding your audience

Identifying the target audience for your content is vital for steering your strategy in the right direction. After all, you don’t want to waste your marketing dollars or time broadcasting to someone who isn’t a good fit for your brand. 

But how do you figure out your target? Collecting first-party data in a controlled environment—for example, a webinar—is vital. You can even segment your audience using firmographics or any other identifying data. 

For example, AI capabilities can help with segmentation by drafting the relevant content for each group, ultimately accelerating the buyer’s journey and your sales pipeline.  

ON24 Intelligence can help identify which viewers have the most engagement with webinars, allowing you to pinpoint the exact target audience that is most likely to drive sales.

Decide on a budget 

Creating a budget early on in the process is key to staying on financial track. Ask questions before you start making moves. For example, is it possible to hire freelancers? What about subscribing to a new software service? 

You may also need to decide what amount of money your brand can set aside for ad space. Your budget will ultimately determine to what extent, and how often, you can reach your audience. 

Decide on the type of content and its format

There is no shortage of different formats for delivering your content. Whether you decide on a blog or an infographic, remember to align your format with your target audience. 

Where you are in your sales or marketing strategy funnel can also help you decide which type of content to use. The ON24 Platform provides all the content engagement capabilities to ensure that audiences stay interested through interactive webcasting .

What distribution channels will be used to promote your content? 

Various distribution channels such as social media advertising, direct email blasts, newsletters, and display ads are great ways to promote your live and on-demand content . ON24 can help expand a brand’s reach through virtual events while allowing for continuous engagement even after the live event has concluded.

Create a content calendar

Creating a content calendar that plans out content across the year helps ensure you are aligned with relevant key dates in your industry. It also provides your team a north star to help stay on track with deliverables.

It can help prevent a standard of consistency for your consumers; they will know when and how to expect communication.

Measuring success and optimizing your strategy 

Maintaining a grasp on KPIs and goals that your team set out to achieve at the start of your plan is a key part of the process. Use your goals to optimize your strategy as you continue to move forward through your content calendar, and through the marketing funnel. 

Ask yourself: what seems to be working and what may need some tweaking? Then decide what needs to stay and what may need to change. ON24 can help you ensure your strategy is led by data-driven results by: 

• Connecting insights to the wider sales team through engagement data & seamless integrations
• Gauging performance based on regular reports  
• Understanding audience behavior through Benchmarking
• Segmenting your audience to provide personalized, targeting messaging as part of your ABM approach

Case study success stories

Here are some businesses that, with the help of ON24, have already put these marketing strategy guidelines into effect and have seen great results. Let’s take a look:

• Texthelp saw $500K+ in pipeline from one webinar. Initially starting out by using webinars to help meet their top-of-the-funnel demand generation goals, Texthelp began to explore how else they could incorporate ON24 webinars into their marketing strategy.

Developing a content marketing strategy can be overwhelming. It all starts with planning. Set your goals, create a roadmap and be ready to collect and analyze the audience insights that can help you craft a marketing strategy that works.

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15 Inspiring LinkedIn Post Ideas (+ Examples) for Your Page

Written by by Mahnoor Sheikh

Published on  April 23, 2024

Reading time  6 minutes

LinkedIn is one of the most effective channels for building brand awareness, connecting with customers and establishing thought leadership.

Moreover, with 4 out of 5 LinkedIn members driving business decisions, the network is rated #1 for B2B lead generation. As a marketer, you cannot afford to overlook LinkedIn.

But what types of content should you be posting on LinkedIn? In this article, we’ll explore various content formats that work well on the platform and provide post ideas and examples you can adapt for your own LinkedIn marketing strategy .

Why should you post on LinkedIn?

Using LinkedIn for business can benefit you in more than one way. Here are three reasons why you should start posting on LinkedIn regularly as a brand or employee:

Increase brand awareness

LinkedIn is a great platform to show off your expertise and values to a professional audience. Consistently posting high-quality content on LinkedIn can increase your brand’s visibility, especially if you’re using both organic and paid strategies.

The platform’s advanced targeting tools also ensure your posts are seen by the most relevant audiences. This translates into more followers, engagement and leads for your brand.

Expand your network

LinkedIn has over 1 billion members worldwide. This massive user base offers brands a huge opportunity to connect with industry peers and thought leaders as well as potential customers, employees and partners.

Join hundreds of conversations happening on LinkedIn by posting about trending topics, engaging with other posts, asking questions and offering unique insights and opinions. You can also join LinkedIn groups and contribute to articles to establish authority and build your network.

Develop trust and relationships

By consistently providing value to your audience through informative, authentic and engaging content, you can establish yourself as a reliable and trustworthy source of information.

This trust can help build stronger relationships with your followers, who may be more likely to do business with you or recommend your brand to others.

15 LinkedIn post ideas and examples

Below, you’ll find creative LinkedIn post ideas to help you establish a strong brand presence on the platform and grow your following. We’ve also included real-life examples from top brands to inspire you.

1. Poll your audience

Polls are an excellent way to encourage interaction, spark conversations and gather opinions and preferences. They’re also great tools for collecting feedback and analyzing customer sentiment around your brand, products or services.

Image source

LinkedIn allows you to customize the visibility and duration of your polls so you can gather timely and relevant insights. You can also view poll results as a percentage or number of votes, and share them with your audience.

2. Ask questions or solve problems

Ask thought-provoking questions or offer actionable insights or solutions to help your followers overcome challenges and achieve their goals.

This does two things:

• It builds your credibility and positions you as an expert
• It boosts engagement (likes, comments and reposts)

3. Share a post with your thoughts

Share ‘hot takes’ and posts with your thoughts, opinions and experiences on LinkedIn, much like status updates. It’s an excellent way to strengthen your personal brand and drive engagement on your posts.

Don’t be afraid to go against the grain and put your unique perspectives out there. Editing coach Erica Schneider does this often.

Encourage your audience to share their insights as well in the comments to spark a healthy debate.

4. Announce product launches

Want to generate buzz around a new product you’re rolling out? Share a LinkedIn post about it. Highlight key features, benefits and use cases relevant to your audience.

Include eye-catching images or videos that show your product in action to boost the impact of your launch post. Here’s HubSpot announcing a new product in partnership with TikTok with a short and captivating promo video.

5. Celebrate company wins and milestones

Sharing your company’s achievements and success stories on LinkedIn can help you improve your brand’s reputation, attracting more leads and talent in the process.

When people see how well your company is doing in terms of growth, innovation and impact, they’ll naturally want to associate with your brand. Recognizing and rewarding your team’s hard work is also a great way to boost morale and can significantly improve employee productivity and retention rates.

6. Share upcoming events

Hosting a webinar or speaking at an event? Share an update about it on LinkedIn to expand your reach and drive more registrations and attendance.

Here’s Sarah Corley from Sprout Social sharing that she’s hosting an upcoming webinar. This is a win-win for Sprout as this extends the post’s reach beyond Sprout’s LinkedIn followers to Sarah’s network on the platform.

7. Post videos

Video is one of the most engaging content types on social media, including on LinkedIn. Leverage the power of video to stand out and show your brand’s personality.

Create short-form or long-form videos , such as product tutorials, testimonials or behind-the-scenes glimpses into your company culture. Here’s Mailchimp sharing its community service activities with a LinkedIn video.

Make sure you optimize your videos for mobile and add subtitles as most people scrolling through their feeds might not have sound on.

8. Share different visual content formats

Don’t just stick to text posts or share video after video. Mix it up by using a variety of different formats, especially visuals. For example, you can share charts, infographics and case study cover images when promoting your content on LinkedIn.

Using different visual formats helps your posts stand out in the feed and makes your brand seem more interesting and less monotonous.

At Sprout, we like to switch things up regularly. Here’s how we picked out a statistic from our industry trends report and shared it as an image on LinkedIn. We also provided context and a link to download the full resource in the caption.

9. Create carousel posts

Carousel posts allow you to share multiple images, videos or slides in a single post, making them ideal for storytelling, step-by-step guides or showcasing different aspects of your brand.

While LinkedIn carousel posts are no longer available as an organic posting option, they can still be used as an ad post type.

You can also create carousel-like posts by uploading PDFs with multiple pages optimized for size. Here’s how Miro does it to visually showcase its product’s newest features.

10. Create newsletters for your audience

LinkedIn allows you to create newsletters where you can regularly content like tips, insights and resources around specific topics.

Subscribers are notified whenever you publish new articles, and anyone on LinkedIn can find, read and share your content. This makes newsletters a great way to establish thought leadership as well as build community and engagement around your brand.

Here’s an example of a LinkedIn newsletter by Gretchen Rubin called ‘Work Happier’, where she regularly publishes articles on workplace productivity and happiness.

11. Write thought-provoking articles

Formerly known as LinkedIn Pulse, the platform’s publishing feature helps brands and professionals share long-form content with their audience directly on LinkedIn.

Share insightful articles on trending topics that matter to your business to spark conversation and engagement, demonstrate your expertise and build authority.

Users can leave comments on your articles, so encourage readers to share their thoughts and respond quickly to any feedback. Finally, incorporate relevant visuals to break up the text and write SEO titles and descriptions to rank your content on search.

12. Repurpose your content for LinkedIn audiences

If you have existing content on other social media platforms or your website, you can repurpose it for LinkedIn by making a few tweaks. Share summaries or key takeaways from your recent blog posts. Or turn individual statistics from your research report into visuals.

Here’s how we repurposed our Post Performance Report blog post into a carousel post on LinkedIn.

13. Give customers the spotlight

Share customer stories, testimonials and user-generated content on LinkedIn to show your appreciation and build trust with potential buyers. Tag featured customers in your posts to expand your reach and encourage them to share your content.

Additionally, repost positive reviews and mentions as well as any photos or videos that show customers using your product. Here’s how we do it at Sprout.

14. Job openings and opportunities

Got a vacancy? Find the right fit faster by sharing job opportunities on LinkedIn. Craft clear and compelling job descriptions that summarize key responsibilities and highlight the perks of working at your company. Use LinkedIn’s job posting features to target specific locations, skill sets or experience levels.

Get creative with your job postings to encourage more people to apply. Here’s how Sendlane keeps their job postings interesting and true to their brand voice.

15. Host a LinkedIn Live session

Did you know Live streams on LinkedIn see 24x more comments and 7x more reactions than native videos? Hosting live events is a great way to boost engagement on the platform and connect with your audience in real time.

Note: Users are currently unable to stream directly on LinkedIn. You can stream live video on the platform using a third-party broadcasting tool like Zoom, Vimeo or Restream.

Leverage LinkedIn posts for marketing

Posting on LinkedIn should be a top priority for your brand, especially if you’re targeting businesses or selling to a professional audience.

Use the LinkedIn post ideas and examples above to fuel your strategy. Need an extra hand? Check out these LinkedIn marketing tools to accelerate your growth on the platform.

LinkedIn Content Ideas FAQs

Share original insights, experiences and expertise to provide value to your audience and spark conversations. Showcase your brand’s personality, celebrate achievements and share engaging visual content that resonates with your target audience. Aim to inform, inspire and connect with your network through authentic and relevant posts.

Content that performs well on LinkedIn tends to be professional, informative and thought-provoking. Posts that tell a story, evoke emotion , solve a problem or encourage interaction, such as polls and questions, often receive high engagement.

To create engaging content on LinkedIn, understand your target audience, use storytelling techniques and incorporate visual elements like images, videos and infographics. Additionally, encourage participation by asking questions, seeking opinions and responding to comments.

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Influencer marketing in social media: Benefits, opportunities, challenges and risks

by Divashree | Feb 29, 2024 | Public Relations

In the ever-evolving landscape of digital marketing, influencer marketing has emerged as a powerful strategy. Influencer marketing involves collaborating with individuals who have established credibility and a dedicated following on social media platforms. It leverages the influencers’ ability to sway their audience’s opinions and behaviors to promote products, services, or causes.

With the rise of social media , influencer marketing has become increasingly relevant. Social platforms like Instagram, YouTube, TikTok, and others have given rise to a new breed of celebrities: social media influencers. These influencers can range from celebrities and industry experts to everyday people who have gained a significant online following.

The importance of influencer marketing lies in its capacity to tap into the trust and authenticity that influencers have cultivated with their followers. This authenticity often results in higher engagement rates and more targeted reach compared to traditional advertising methods. In B2B influencer marketing , brands use the same concept to create demand and increase engagement. They hire subject matter experts who create original thought leadership content that resonates with their target audience.

As we delve deeper into the topic, we’ll explore the various facets of influencer marketing, from the types of influencers to best practices and future trends, highlighting its ever-growing significance in the realm of social media and digital marketing.

Types of Influencers

In the realm of influencer marketing, influencers come in various categories, each with its unique characteristics and audience reach. These categories include:

• Celebrity Influencers : These are individuals who have gained fame and recognition in fields such as entertainment, sports, or industry experts. They typically have a massive following and offer broad exposure but may come with a higher cost.
• Macro-Influencers : Macro-influencers are individuals with substantial followings, often ranging from tens of thousands to millions of followers. They offer a balance between reach and authenticity, making them suitable for various campaigns.
• Micro-Influencers : Micro-influencers have smaller, niche-specific followings, typically in the range of a few thousand to tens of thousands. They are known for their deep engagement with their audience and are often considered more authentic and trustworthy, making them ideal for niche or local marketing.
• Nano-Influencers : Nano-influencers have the smallest followings, typically in the hundreds or low thousands. They are highly specialized and are cherished for their close-knit, loyal communities. They offer a very personal and authentic touch, making them perfect for hyper-local or micro-niche marketing.

Selecting the right type of influencer depends on your brand’s goals, target audience, and budget, as each category offers distinct advantages and trade-offs in influencer marketing campaigns.

Benefits of Influencer Marketing

Influencer marketing offers a range of compelling benefits for businesses looking to establish a strong presence on social media:

• Increased Brand Visibility : Collaborating with influencers allows your brand to tap into their existing, often substantial, follower base, instantly expanding your reach and exposure. Additionally, integrating marketing automation tools into influencer strategies can amplify the reach and impact of collaborations, ensuring a more strategic and data-driven approach.
• Authenticity and Trust : Influencers are seen as trusted sources by their followers. When they endorse your product or service, it can convey authenticity and credibility, fostering trust with potential customers.
• Targeted Reach : Influencers often specialize in niches, enabling you to reach a highly targeted audience that aligns with your brand’s demographics and interests.
• Engagement and Interaction : Influencers can generate meaningful conversations and engagement around your brand, fostering a sense of community and generating valuable user-generated content .
• Enhanced Content Creation : Influencers are skilled content creators, producing high-quality and engaging posts. By partnering with them, you gain access to a stream of creative, captivating content that can be repurposed for your brand’s marketing efforts. Using a repurpose AI tool can also help repurpose content.

Image Source

These benefits make influencer marketing a potent tool for building brand awareness , establishing credibility, and driving engagement in the competitive landscape of social media.

The Influencer-Brand Relationship

The Influencer-Brand Relationship in influencer marketing is a critical aspect of successful campaigns. This relationship involves the collaboration and partnership between social media influencers and brands to promote products or services. Key points to consider within this relationship include:

• Collaborations and Partnerships : Brands select influencers whose values and content align with their products. Effective communication and collaboration are vital to ensure both parties share a common vision for the campaign.
• Compensation Models : Influencers can be compensated in various ways, including monetary payments, free products, or affiliate-based commissions. Clear agreements are necessary to define the terms of compensation. 
• Legal Considerations and Disclosures : Compliance with advertising regulations and transparency are essential. Influencers must disclose their partnerships with brands to maintain authenticity and trust with their audience.
• Measuring Influencer Performance : Brands should establish key performance indicators (KPIs) to evaluate the success of influencer collaborations. Metrics such as reach, engagement, and conversion rates help assess the impact of the partnership.\

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Overall, a strong influencer-brand relationship is built on trust, transparency, and a shared commitment to the campaign’s success. When effectively managed, this relationship can yield significant benefits in terms of brand awareness, engagement, and customer conversion .

Challenges and Risks

Challenges and Risks in influencer marketing can pose significant obstacles for brands.

• Fake Influencers and Follower Fraud : The prevalence of fake influencers with inflated follower counts and engagement metrics can deceive brands into ineffective partnerships. This undermines the authenticity and effectiveness of influencer campaigns.
• Reputation Management : When collaborating with influencers, brands are vulnerable to the actions and behaviors of those influencers. Controversial actions, statements, or personal issues of an influencer can quickly tarnish a brand’s image and reputation.
• Aligning Brand Values with Influencers : Ensuring that influencers’ personal values align with those of the brand is crucial. Misalignment can lead to backlash from customers and a loss of trust in the brand.
• Oversaturation of Influencer Content : As more brands turn to influencer marketing, social media feeds become saturated with sponsored content. This oversaturation can lead to reduced engagement and authenticity in influencer campaigns.

Brands must be vigilant and conduct due diligence in selecting influencers, monitoring their activities, and establishing clear guidelines to mitigate these challenges and risks. Properly managed influencer marketing campaigns can deliver significant benefits while minimizing potential pitfalls.

Success Stories and Case Studies

Success stories and case studies in influencer marketing highlight real-world examples of brands effectively leveraging influencers to achieve their marketing objectives. These stories provide valuable insights and tangible proof of the strategy’s effectiveness.

For instance, the partnership between beauty brand Sephora and makeup artist Huda Kattan led to a substantial increase in product sales, showcasing how influencer collaboration can boost revenue and brand visibility.

Similarly, Daniel Wellington, a watch company, teamed up with micro-influencers to create a global trend around their minimalist timepieces, resulting in tremendous sales growth and a surge in brand awareness.

These success stories underscore the potential of influencer marketing in driving measurable results and return on investment. They serve as practical benchmarks for other businesses seeking to harness the power of influencers in their social media marketing efforts.

Best Practices for Influencer Marketing

Best practices for influencer marketing are essential for successful campaigns.

• Clear Campaign Goals : Define specific objectives like brand awareness, sales, or engagement. Ensure influencers understand these goals to align their content accordingly.
• Transparent Contracts : Draft comprehensive agreements outlining deliverables, compensation, and expectations using contract management software . Legal clarity helps prevent misunderstandings.
• Data and Analytics : Leverage data to select influencers based on audience demographics and performance metrics. Through data storytelling , interpret campaign progress, and make informed adjustments to optimize results.
• Content Alignment : Ensure influencer content aligns with your brand’s values and message. Authenticity is the key to building trust with the audience.
• Ethical Disclosure : Encourage influencers to adhere to FTC guidelines by clearly disclosing partnerships to maintain transparency and trust.
• Monitor and Adjust : Continuously monitor the influencer’s performance, audience engagement, and feedback. Be prepared to adapt the campaign based on real-time insights. Adapting strategies based on performance insights is not just vital in influencer marketing but also in recruitment, where the choice of technology can make a significant difference in talent acquisition outcomes.
• Long-Term Relationships : Building lasting partnerships with influencers can provide consistency and authenticity. Repeated collaborations can strengthen the brand association.
• Integration into Strategy : Incorporate influencer marketing as a component of your overall go-to market and marketing strategy, ensuring it complements other marketing efforts.
• Incorporating SEO strategies : Incorporating search engine optimization (SEO) strategies into influencer marketing can significantly enhance the discoverability and reach of your content. Encourage influencers to use relevant keywords, hashtags, and geotags in their posts to improve search engine rankings while also monitoring keyword performance . 

By following these best practices, influencer marketing can be a powerful tool for enhancing brand visibility, credibility, and engagement on social media.

Future Trends in Influencer Marketing

Future trends in influencer marketing are continually evolving to keep pace with the dynamic social media landscape and consumer behavior. 

• Niche Influencers : Brands will increasingly collaborate with micro and nano-influencers who have smaller, highly engaged audiences in specific niches. This allows for more targeted marketing and authentic connections.
• Long-term Partnerships : Brands will move away from one-off campaigns and focus on building long-term relationships with influencers . This fosters a deeper, more genuine connection between the influencer and the brand, enhancing credibility.
• Video Dominance : Video content, especially on platforms like TikTok and YouTube, will continue to gain prominence. Brands will work with video content creators to harness the power of visual storytelling. The integration of innovative technologies, such as the AI text to video generator , is expected to revolutionize the content creation landscape, offering new and efficient ways to transform written ideas into engaging visual experiences.
• AI and Data Analytics : Advanced analytics and AI tools will play a crucial role in influencer selection, content creation , and ROI measurement. Brands will increasingly rely on data-driven insights.
• Authenticity and Values : Influencers who align with a brand’s values and promote authenticity will be prioritized. Ethical considerations and social responsibility will shape influencer collaborations.
• Regulatory Compliance : As regulations around influencer marketing tighten, transparency and disclosure will become more significant. Brands and influencers must adhere to guidelines to maintain trust with their audiences.
• Emerging Platforms : New social media platforms will emerge, offering novel opportunities for influencer marketing. Brands will diversify their presence beyond established platforms.

These trends reflect the evolving nature of influencer marketing, emphasizing the importance of authenticity, data-driven strategies, and adaptability to the ever-changing digital landscape.

In conclusion, influencer marketing has become a powerful and integral component of social media marketing strategies. It bridges the gap between brands and their target audiences, leveraging the credibility and reach of influencers to create authentic and engaging content. As social media continues to evolve, influencer marketing is expected to remain a dominant force. Brands will need to adapt by building long-term relationships with influencers, integrating influencer campaigns seamlessly into their marketing strategies, and keeping pace with emerging trends and technologies. The enduring impact of influencers on the digital marketing landscape is undeniable, making it essential for businesses to harness the potential of influencer marketing to stay competitive and relevant in the ever-changing world of social media.

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