In this episode of The Marketing Mix, we’re talking to Nikki Fabrizio about the power of using customer success stories - otherwise known as case studies - in content marketing.
Nikki shares her experience in producing both written and video testimonials for a range of companies. She stresses the importance of finding the right clients for case studies - ensuring you have a diverse set of customers featured - and showcasing realistic, believable applications that have brought them results. She also provides tips on conducting interviews with clients and ensuring their authenticity shines through in the case study.
We go on to talk about the dynamics between sales and marketing teams when it comes to case studies, including the benefits of collaboration and whether you need to provide incentives to bring in good stories.
Nikki discusses the different approaches required for written case studies and video testimonials, and the relative strengths of each format. And she emphasizes the importance of accessibility in video content and the need for captions to ensure inclusivity.
Key Takeaways:
- Case Studies are a great addition to your content marketing mix. And they don’t require as much resource as you might think.
- Focus on the client as the hero of the story, showcasing their challenges, the solution provided, and the tangible results
- Collaboration between sales and marketing teams is crucial in finding the right clients for case studies
- Incentives may not always be necessary to encourage customers to participate in case studies
- Written case studies are versatile, boosting SEO and easily shareable; while video testimonials can convey deeper emotion and authenticity
Links:
Connect with Nikki on LinkedIn
Nikki recommends two newsletters:
Marketing Brew
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