For B2B companies, case studies go a long way towards helping potential buyers make the ultimate decision to purchase. In fact, case studies are amongst the top content B2B buyers want to see on vendor websites, second only to the contact information for the vendor.
On the vendor side, B2B marketers find that the top 2 biggest challenges they face with regards to content marketing is lack of time and producing enough content, according to the B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America report. But there is one major way to overcome these challenges: repurpose, repurpose, repurpose.
If you’re a B2B marketer and want to get the most mileage from the content that is most valuable to your potential buyers (your case studies), here are 5 ways you can repurpose them.
A well-written case study is, at its core, a story. It has characters (your client and your company), a conflict (the challenges the client faced), a plot (the events and character actions that transpired related to the central conflict), and a theme (the central idea or belief). So why not turn that story into another one by writing a blog post? One way to do this might be to feature the general best practices that were implemented for the client, in order to add utility to the blog post and provide useful takeaways for the reader. An example of this is a blog post Marketing Mojo’s Scott Garrett recently wrote featuring one of our case studies, How to Increase Your Ecommerce ROI by 800%.
You could also repurpose your case studies into a white paper that highlights best practices or challenges, then features the case study as proof of those concepts. White papers (also amongst the top pieces of content buyers want to see on B2B vendor websites) are also great for demand generation and can be used for paid search or social media advertising campaigns, as well as gated on your website to generate leads.
Webinars are also excellent lead generators, both leading up to the live webinar broadcast and in perpetuity as an on-demand recording on your website. Consider approaching your client to co-present the webinar with you, for added credibility.
Do you have a particularly good case study in your industry that no other company has? Then publicize it! Look for relevant industry publications and blogs that may be interested in your case study, then reach out to ask if they would like to interview someone from your company (or possibly your client) for an article feature. Another option is to offer to write a guest article highlighting best practices from the case study.
Don’t forget your own lead database! Make sure to include case studies as part of your lead nurturing campaigns, or if you’ve repurposed your case studies into white papers, blog posts, or webinars, you can also promote those via newsletters or one-off email campaigns.
How have you repurposed your case studies? I’d love to hear about your creative ideas in the comments below!