5 Tips for Better Case Studies from a Leading Denver Marketing Company

Leading Denver Marketing Company gives advice on case study publication

Case studies have long been a key component of marketing strategy, and in particular, content marketing strategy. However, while telling a customer’s story and why they selected your product or service may provide important and impactful information, readers faced with a steady stream of case studies are likely to ignore yours if it doesn’t stand out in some way. So, as a leading Denver marketing company, we encourage our clients to rethink the way they approach case studies.

How to Set Your Case Studies Apart

If you’re looking to breathe new life into your case studies, try one or more of these approaches:

Rename them. For some people, the term “case study” has become synonymous with “dry” or “boring,” even if the information the study contains is exciting and engaging. But, if they don’t open it, they’ll never know. What if you started calling them New User Narratives or Customer Stories or Client Chronicles? Odds are your open and engagement rates would increase.

Add some drama. Which of these two opening sentences would grab your attention: 1) XYZ Corporation was struggling to keep up with incoming correspondence from clients. In order to address this issue, they needed to implement an enterprise content management system. Or, 2) Sara could almost hear the clock on the wall ticking as she frantically raced to log the latest client communications. Dropping her head to her desk in exasperation, she came to the realization that she needed help. If her company didn’t start taking advantage of process automation, she’d be burned out in a month.

Put the emphasis on visuals. As any Denver marketing company will tell you (and as your own personal experience tells you), people prefer to learn new information through visuals like charts, graphs and images. Yet, we continue to think of case studies as marketing content that can, and should be, text-heavy. Instead, try creating a case study in two formats and see which one creates more engagement.

Use more engaging headings. Case studies are often broken into sections like client, challenge, solution, and results. If you want to keep a prospect reading, try something new like:

  • Meet [Company Name]
  • Buried in Paperwork
  • Automation to the Rescue
  • Cruise Control

Write studies that are more raw and real. Case studies tend to paint the most positive picture possible of a customer’s purchase and implementation of a product. But we all know that that kind of process rarely goes completely smoothly, and it makes us a little skeptical when we hear one portrayed that way. Tell the story “warts and all,” so to speak. If there were struggles, acknowledge them. Also, if you read the quotes in case studies, they are often very sanitized. Try being more true to what the customer really said, even if it’s not perfect prose.

Making the Case for More Engaging Studies

If you want to create case studies that people will read, it’s important to work with a full-service Denver marketing company like A-Train Marketing that can not only help you create the piece, but also integrate it effectively into your content marketing strategy. Get in touch and let’s talk about your needs.

How to Sell Content Marketing Internally from a Fort Collins Marketing Agency

Fort Collins marketing agency - content marketing

Is your company currently using a more traditional marketing approach? Are your outreach efforts focused on providing prospects with reasons to buy your products and services? If you are also considering making the move to content marketing, you may have to “sell” the idea to upper management. At our Fort Collins marketing agency, we know that some executives have never heard of content marketing and they might be somewhat skeptical.

However, while they may be reluctant to authorize the new strategy, you can certainly make them believers. You just have to be well prepared to explain the benefits many companies are experiencing with inbound marketing and how you see this new approach being implemented at your company.  

What to Say to the C-Suite

In order to make converts of the C-suite, approach the conversation this way:

Outline your goals and your plan. Executives are focused on concrete goals and how to achieve them. They don’t buy into gut feeling, wishful thinking or passing trends. So, the fact that you are very passionate about content marketing isn’t likely to sway them. So, present them with a plan that includes specific steps and detailed figures (estimates on new leads, new newsletter subscribers, etc.).

Anticipate objections. You will probably get some pushback from your executives. Take a little time to think about their reservations and how to address them. They may think of content marketing as unproven, time-consuming, expensive, etc. We encourage our Fort Collins marketing clients to be ready to counter all those arguments.

Explain the concept of content repurposing. One of the first aspects of content marketing that executives tend to question is the need to create a large content library. But, you can put their mind at ease by explaining that your company probably already has a great deal of material and that all you have to do is provide a quick polishing and it can be published.

Pitch a pilot project. Nobody says content marketing is an “all or nothing” proposition. Suggest that your team conduct a pilot program that tests how your target market will react to content marketing. All it takes is a small taste of success to wet an executive’s appetite for more!

Caution them about your competitors. The truth is, your competitors are probably either using a content marketing strategy already (and growing their market share) or soon to be implementing one.  And, if those companies establish themselves as a “go to” source for great content before you do, grabbing the attention of your target audience will be exponentially harder.

Helping Upper Management See the Light

At A-Train Marketing, we’re a leading Fort Collins marketing firm with extensive expertise and experience in content marketing. We can help you craft a content marketing plan that impresses your executives and helps get you the green light to move forward. Give us a call.

5 Tips for Saying More with Your Email Signature Block

Denver marketing agency - email

As a full-service Denver marketing agency, our job is to help you get eyes on your product and service offerings. We do that in a number of ways, including by crafting an effective marketing strategy, updating your branding, creating advertising campaigns, enhancing your social media presence, etc. However, another very simple way to get some attention is by adding information and links to your email signature block.

People are curious by nature, whether they are interested in the content of your email or not, they’ll often scroll down just to see the name and title of the person contacting them. This gives you an excellent opportunity to try for a second time (i.e., in addition to the info in the body of the email) to get them to engage with you.

Great Ways to Get Them to Click

Here are some things you can do to entice recipients into taking the next step and clicking a link in your email:

  • Tempt them with a new piece of marketing content. That infographic, case study or e-book you recently collaborated on with your Denver marketing agency may be just what your recipient was looking for. So, provide a link to a page where they can learn more about it and download it if they are interested. The beauty of offering it to them in this passive way is that they won’t feel like you’re pushing it on them. Rather, it’s just there for the taking if they want it.  
  • Provide information on an upcoming event. When and where is your user conference this year, or that “meet and greet” you are coordinating? Here, again, provide a link to a page with more details. And, don’t limit yourself to your company’s events. You can let recipients know about any gathering you think they might be interested in (an event sponsored by one of your business partners, for example).
  • Use an interesting stat as a tantalizing tease. For someone even remotely interested in your offering, a teaser like “New research shows that users of our product cut their energy bills by a staggering percentage. Learn more.” is almost impossible to resist.
  • Announce a discount or incentive. Everybody loves hearing that they can save some money. A note in your signature block is a subtle way to let them know.
  • Invite input. Customer feedback not only helps you improve your operations, the fact that you asked for it shows customers and prospects that you are working hard to meet their needs. So, provide a link to a survey or a comment form.

A Great Use for Otherwise Wasted Space

As a leading Denver marketing agency, we emphasize to our long list of clients that every little bit of awareness and attention from prospects helps. Making good use of your signature block is just one example. Give us a call to find out how we can help you meet your marketing objectives.