Let me guess. You’re creating white papers, blogs, brochures and e-books to help get the word out about your products and services. Maybe you’re even creating the odd infographic or downloadable guide to get your content marketing engine churning.
There might be one piece of content you are leaving off the list, however …
Case studies.
If you’re creating them at all, you’re probably not using them as content marketing assets. Am I right?
I’m going to set you straight. Case studies are also a valid marketing content medium.
Too many businesses are missing out by not adding this to their marketing repertoires.
Writing a case study is the last item on a project manager’s to-do list. Often that task never gets completed, actually, because the project is done and you’re ready to move on. I mean, what good is a case study, anyway?
Oh … it’s all kinds of good.
In the hands of a savvy marketer, that case study is a client-attraction secret weapon.
Recently I wrote a post for Case Study Buddy detailing 4 ways marketers can use case studies to fill the pipeline with quality customers.
Consider how your content is getting created
This is what I believe in:
- Content equity. Everyone deserves good, valuable, soulful content. Followers, leads, prospects, customers, employees — everyone.
- Discernment. Using AI isn’t bad — as long as it’s used with discernment.
Founders: Keep up the thoughtful content you’re creating. It’s valuable, and it’s so needed. But if your company is generating gobs of customer-facing content with AI, think about why that is, and why you’re okay with it.
Startups: Treating content production as a numbers game means you’re getting lumped in with everyone else. Swimming in the sea of sameness means your customers can’t tell you apart from the competition.
This goes beyond differentiation.
Your solution might be groundbreaking. Your founder might be the next Fortune cover story. But if your content doesn’t stand apart … your company doesn’t stand out.
Human-driven and human-written content (even with an AI assist to make it better) stands out because it serves.
Come talk to me about how your content is getting done. Let’s find opportunities to add humanity to your writing process so the customers you’re trying to reach will sit up and take notice.
