3 Stats at a Glance...
1. When evaluating the most important types of content, case studies (and success stories) were the top format for buyers at the middle of the funnel. Marketing Charts.
2. Four out of ten survey respondents said that the number of stakeholders involved in the buying process has increased. Marketing Charts.
3. 78% of B2B marketers incorporate case studies and customer stories into their marketing campaigns. CMI.
Case Study (n)
A marketing case study is a type of content marketing that describes in detail how your company's solution or service made a significant impact on a client's business. It is formal, data-driven, and more technical than other types of content, and can be a great resource for more analytical audience personas.
The Power of Proof: Leveraging Case Studies & Success Stories to Win Over Your Prospects
Your prospects come to your website for a few main reasons. Some may end up there unintentionally. However, most are there because they saw something on social media or in a Google search that led them to your website.
Two very effective types of content marketing that help turn visitors into clients are case studies and success stories. Both types of content help persuade and inform your clients by building trust and showcasing your company's knowledge and skills.
Yet, these pieces are not identical and there are some key differences and use cases you should know.
News Curated for You
Semrush recently announced its acquisition of Third Door Media, which includes brands such as Search Engine Land, SMX - Search Marketing Expo, MarTech.org and the MarTech Conference, and Digital Marketing Depot. Search Engine Land. This is a powerful acquisition by Semrush, who already has an impressive amount of visibility on search. It will be interesting to see how they leverage this new family of brands in the coming years. Search Engine Land.
The CDC has recently confirms there is a link between how often teens use social media and the impact it has on their mental health. Teens who use social media more than their peers reported feeling sad, hopeless, and seriously considering attempting suicide. While social media has benefits for marketing, these findings should be eye-opening to parents and companies who want to do all they can to protect our youth from harm. Mashable.
Mountain Dew refreshed its logo and overall branding in an effort to reach new customers and take the brand in a different direction. The new logo, which has a modern yet retro look, borrows heavily from it's 1990s version and introduces a new mountain scene to show an increased focus on “energizing refreshment.” Marketing Dive.
"People don't want what you make They want what it will do for them. They want the way it will make them feel. And there aren't that many feelings to choose from. In essence, most marketers deliver the same feelings. We just do it in different ways, with different services, products, and stories. And we do it for different people in different moments."
—Seth Godin
Marketing Micro Tip
Marketers talk about stories—a lot. Instead of trying to create stories, there are 7 tried and true story archetypes you can leverage for your brand. They include:
- Rags to Riches
- Overcoming the Monster
- The Quest
- Comedy
- Tragedy
- Voyage & Return
- Rebirth
Each story type can be used to create advertising campaigns, an overall brand message, and more.
Unforgettable
Would you ever ride in an autonomous air craft? This company is raising the stakes.
