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.
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.
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.