Content Distribution Strategy Increases Downloads by 63%
Case studies play an integral role in the B2B inbound marketing strategy.
A case study addresses a specific problem for a particular audience for a specific part of the buyer's journey, addresses their pain points, and provides a solution. Case studies are an excellent opportunity to showcase a company's software, service, or solution while establishing itself as an authority on the topic at hand. However, the plan to distribute the case study is equally as crucial as the content's readability.
I spearheaded a project that resulted in a 63% increase in conversions.
By:
Editing the case study for readability and SEO.
Collaborating with the Design Team to create Social Media images.
Created a Gated, downloadable format to capture lead information.
Distributed the content under appropriate company thought-leaders Linkedin accounts.
Problem:
The case study has a long title, superfluous sentences, minimal images, overly-complicated diagrams, large blocks of text, minimal white space, and hidden benefits.
The title of this case study is quite long, the subtitle is even longer, and there is no table of contents.
A stand-alone “before” diagram was missing the “after” diagram. I asked the design team to make comparison images.
The first page featured an overwhelming block of text with very minimal white space.
This version had duplicate goals achieved sections.
The most important section of a case study, “Goals Achieved” was overshadowed by a busy stock photo.
The above page is a bit too busy, starting out with a dark text box, an important quote pushed to the side, and large block of text.
Solution:
I copy edited this old case study to highlight the notable developments, improve readability, insert icons, update images, SEO-optimized headers, and quotes to present the content in a digestible format.
Shortened the title, overlayed the stock photo with a filter for contrast and added a mini table of contents.
The intricate diagram of the international trade ecosystem before blockchain technology is now followed by an “after implementing blockchain technology” diagram.
Redefined “Problem Statement” as “Challenge,” and branded the solution. Incorporated white space.
This section outlines the rapid traction, development, and deployment of the world’s first commodity trade network powered by blockchain technology.
The benefits section stands out, and is separated by clean icons. Added authoritative and recognizable logos.
Added more white space, trimmed the paragraphs down to the most important information, and lightened the text box.
Social Images:
After the re-design, I took the most important quotes from the case study and asked the design team to make images for social media:
Results:
Shaping this case study into different formats, distributing it internally and externally, and minting a PDF version, and posting it on thought leader’s Linkedin pages, resulted in an 63% increase in downloads.
Click here to access the blog post, landing page, Twitter post, and Linkedin post.