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Even though 71% of B2B content marketers use case studies, they are often an under optimized form of brand storytelling. As part of our ongoing series on content marketing tactics, this post will share some examples and best practices of organizations leveraging case studies as part of their content marketing mix. Case study content can be multi-purposed in text, image, video and document types: web page, PDF, Word, PPT, Slideshare.
Boring or underwhelming performance cited in case studies can do a better job of turning prospects away than engaging them. MarketingSherpa does a great job of providing details in each of their marketing case studies, which you can find in their Library of resources. Google Think Insights site contains an impressive collection of resources including case studies. Each case study follows a format of Goals, Approach, Results and may include a PDF download, creative assets or a video of the success story. HubSpot is another example of a company that has collected a large number of customer stories and case studies. Pinterest, as you can imagine, provides a more visual experience with their success stories. Solution: How does solving this problem create a positive business impact? What role did your brand play in the solution? Close it: Near or alongside the case study, include a call to action appropriate to the case study.
Mike Wolfe, the creator and host of the hit television series“American Pickers”,  wanted to pass on his passion for the great American tradition of exploring, collecting and trading to the future generation of pickers-kids. Create a safe and educational online space where kids from 7-12 years of age can share their picking experiences with their peers while learning about the history of their families and communities through the items they collect.
Within a five month window of the launch, over 1,200 kids had a password-protected profile with 1,200,000 page views. Simplified Solutions continues to webmaster the website in addition to managing the social engagement. Mike Wolfe is the star of The History Channel’s highest rated show of all time — American Pickers. SimplifiedSolutions developed a suite of online marketing solutions which included a new Antique Archaeology website, an e-commerce store, several social media platforms, a content marketing campaign, and an email marketing campaign, all aimed at building Mike’s customer loyalty and generating revenue. The launch of the new website and social media platforms created a strong reputation winning Mike 120,000 avid fans on Facebook, 50,000 devoted Twitter followers, and over 400,000 monthly website visitors. Additionally, the email campaigns produce a 50% open rate with a 75% click through rate to key landing pages. About UsPartners Tom Casale and Bill Kamper come from two different worlds; Tom is a former CNN Interactive Producer and Enterprise Software Guru. Find the latest influencer marketing case studies for brands advertising with top social media influencers including YouTubers, Instagrammers, bloggers, and more. In our Coachella influencer marketing case study, we examine how three different brands—official Coachella sponsor American Express, big non-sponsor retailer Revolve Clothing Co., and small accessory-maker Live Lokai—developed and implemented distinctive strategic influencer campaigns at Coachella 2016. Subscribe to our industry digest for the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters!
When it comes to increasing user engagement on social media platforms like Instagram, posting photos of food, whether at a fast food restaurant like McDonalds or a fancy eatery in Paris, is almost guaranteed to boost social shares and garner likes. In recent years, the practice of partnering with social media influencers to reach engaged audiences on social media platforms like YouTube, Instagram, Snapchat, Vine, or through brand-sponsored blog posts has become an effective and increasingly popular way for companies to accelerate growth, expand brand awareness, and generate more and highly-qualified leads. While influencer marketing can be a great way for brands to reach new audiences and leverage the influence of social media stars to inspire consumer action, companies looking to collaborate with top YouTubers, Instagrammers, Viners, Snapchatters, and bloggers should first familiarize themselves with the industry and know how to ensure their initial influencer marketing campaign is a success. The landscape of advertising is evolving, and as a growing number of consumers look to social media platforms like YouTube, Instagram, Snapchat and Vine for information and entertainment, brands are developing social media influencer strategies to target audiences where they work, play, and communicate. In this simple, step-by-step guide, we identify elements common to all effective influencer marketing strategies and give brands advice on how to best implement these tips while avoiding influencer marketing missteps. With over 1 billion active users, YouTube is well-positioned for immense growth and to receive traffic, audiences, and time spend from TV. With over 180,000 audio books, Audible, an Amazon company, looked to top YouTubers and YouTube channels to drive both awareness and conversions for their membership service.
As part of our Influencer Marketing Case Study Series (see all of our influencer marketing case studies here), we take a look at how website builder Squarespace collaborated with many top YouTubers and YouTube channels to drive both awareness and conversions for their online service. For the latest news and marketing trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!
Although standout or "viral" videos are the result of a wide variety of factors, partnering and collaborating alongside popular YouTubers and experienced YouTube influencer agencies can greatly increase your brand's chance of success. Interested in learning more about how major companies of all industries are marketing with social media influencers? With over a billion users watching hundreds of millions of hours each day, many companies are partnering with influential and popular YouTubers to help drive awareness, engagement, and conversions for products and services. Although many advertisers and publishers are currently being adversely affected by the rising use of ad blockers (ad blockers prevent many forms of display, banner, and also pre-roll video ads), savvy marketers are turning to sponsored content with influencers as a viable, well-targeted, and high return alternative to digital ads. PayPal recently concluded their latest marketing campaign: a worldwide trot featuring YouTuber Steve Booker and a cast of adjoining travel vloggers. Mediakix orchestrates custom, high performing influencer marketing campaigns for the world's best brands.
People don’t always bother to check their writing when they’re blogging or putting together a business communication.
Content Marketing Tips: Using Case Studies and Testimonials You are using an outdated browser. Example: “Hi Robert, we plan on using your testimonial on our website, social media sites and brochure. According to research compiled by MobStac in 2013, 78 percent of consumers rely on social media to guide their purchases, proving that social plays a pivotal role in consumer decisions.
But today consumers are bombarded by marketing messages on television and radio, in magazines and newspapers and on smartphones and laptops.
The most crucial component of connecting social media and revenue is steering social fans and followers to a website, a process that in theory sounds simple, but in reality requires creativity and well-structured campaigns. Brands have to build excitement that transforms into buying intention while moving from a Facebook page or Pinterest board to the website.
The company generated attention for the campaign with an email blast sent to millions of current members and leads. Result: When compared to the prior month, JustFab registered a 140 percent increase in web traffic and a 240 percent increase in revenue from Twitter.

Sure, it was a simple giveaway, but as the entries increased and daily content and ad budgets were put toward promoting the referral contest, more and more people saw the product and in turn, more people wanted the product.
Result: More than 45,000 people visited the sweepstakes page during the two-week contest and 21,000 people participated. By the time the early birds had their carts filled, there was another group of fans clamoring to get in on the regular launch. Result: Lily Pulitzer ended up collecting thousands of email addresses of potential customers, doubling the size of their email database and giving the brand a lasting connection with a new customer base. It doesn’t matter if brands use their website as the starting or ending point; weaving together social elements such as email campaigns, Facebook landing pages, Hashtags and contests, is an essential tactic for brands to reap revenue during and after a social marketing campaign. Guest author: Kevin Bobowski is vice president of marketing at Offerpop, a global social marketing platform that helps brands engage their audiences everywhere with social marketing campaigns. My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how.
I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook.
These are fabulous examples of how to use social media campaigns, I would be curious to see the targeting they used with the campaigns. The analysis and the perception is your reality, and we can understand that, all relevant factors. With the popularity of smartphones, mobile marketing becomes more important for online marketers all over the world. The campaign is aimed to help LG reach a younger female audience for its L-series handset campaign. Globally, the Ikea Catalog app was the number one downloaded marketing app for a brand in 2012and the catalogue received three times the attention of the 2011 catalogue. The brand was ahead of the curve on mobile payments, a segment that is still in its infancy in the U.S.
To fight these issues, the destination website created mobile versions of the: Homepage, Category pages and Hotel room search tool with special functionality to improve the mobile customer experience. Successful digital marketers use a variety of content marketing tactics to tell stories according to the goals of both brand and customer.
Case studies provide a structured problem and solution format that provide context, situation and challenges that the reader can empathize with. Case studies can serve a role in eBooks, white papers, guides & best practices, webinars and conference presentations. Case studies need a beginning, middle and end focused on the customer’s perspective – just like all other content. Too often these days, they’re presented in a formulaic manner, but when thought of as stories, they can be powerful.
As a long time publisher of best practices, industry news and reports, expectations are high with MarketingSherpa. As you can imagine, the search function is impressive but there are also a variety of ways to filter based on: Industry, Marketing Objective, Ad Type, Technology, Audience, Region and Type of Content you want to view. The previews for each case study include summary, bullets, a photo of of the customer with a testimonial, and clickable keyword tags. There are just a handful of case studies, which is something I think a lot of mid market or new companies can relate to. We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. We respect your privacy.NameThis field is for validation purposes and should be left unchanged.
Since he was waist-high, Mike has been picking through junk looking for treasure, and since becoming a TV personality Mike has earned the well deserved reputation as one of American’s best foragers.
Through Facebook advertising and social media, Antique Archaeology gear is generating incremental revenue for merchandise.  SimplifiedSolutions is currently working on a kid-focused social community website, books, and marketing for the two retail store locations. See detailed marketing metrics (KPIs), campaign objectives, reach, followers, and how each campaign performed. Recently, Sonic Drive-In capitalized on this trend and leveraged Instagram's high levels of engagement by developing a campaign designed specifically for Instagram.
To illustrate the prevalence of this relatively new marketing strategy, one research firm found that approximately 84% of brands will develop an influencer marketing campaign in the next 12 months, and we estimate that influencer marketing could grow to a $10 billion industry in the next five years (for more influencer marketing statistics, see our article here).
Collaborating with top digital influencers is becoming ubiquitous - according to a recent Schlesinger Associates study, 84% of marketers expected to launch at least one influencer marketing campaign in the next 12 months, and 81% of companies already working with digital influencers were pleased with the results - and companies that fail to incorporate this dynamic form of advertising risk being ignored, blocked, or passed over. In the later half of 2015, Bloomberg reported that Americans now spend more time on social apps and watching mobile video than TV. With millions of subscribers each and billions of video views, brands are eager to partner with top YouTubers to create relevant content that espouses brand messaging and is shared among fans.
Additionally, audiences who start their online browsing on the YouTube homepage (similar to turning on a TV) is up three-fold, also year upon year. While these three brands represent advertisers from different categories, all brands created effective YouTube video marketing with the aid of top YouTubers for their respective advertising campaigns. Oftentimes, top Youtubers are innately adept at creating content that travels and is shareable or "viral" in nature.
Top YouTubers and channels can consistently receive hundreds of thousands of views per video and feature millions of avid subscribers who tune in for the latest video content direct from their favorite YouTubers. Collectively, Lynda's sponsored content with popular YouTubers reached a subscriber audience of over 46 million.
The campaign chronicles the travels of Booker and company "Pole To Pole" as he attempts to complete the entire journey without spending any cash.
They just want to get that stream of consciousness from brain to fingertips as quickly as possible. But having done a little research, it seems that Joe Pulizi is the person widely accredited as having done so. They are a vehicle for consumers to discover new products and engage with brands, but companies now expect them to close the deal and drive revenue, converting an online audience into loyal customers.
Amidst all this marketing and advertising chatter, brands can increasingly become ignored if they don’t execute a coordinated and cohesive marketing effort that ties television and print advertisements to social media, and eventually convinces consumers to complete a transaction.
Think of marketing efforts as road signs, traffic lights and billboards all rolled into one effort to inform, direct, and excite your social audience and create momentum toward a purchase. JustFab marketers also promoted the campaign through banner ads onsite, and on Twitter and Facebook.

Once on the website, potential customers were already browsing products, and one click away from making an online purchase. They used the power of exclusivity to launch a campaign that granted early access to online sales for those that opted into their newsletter.
The campaign made their social audience excited to get on their website and actually buy product. The social teasers and following email campaign translated into measurable revenue during the online sale. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog. A Twitter-based mobile game called LG Ticket Hunter was created in order to create buzz, and demonstrate what the LG brand is about. The use of a mobile app aimed to re-inject inspiration into the world’s oldest direct marketing campaign: the IKEA catalogue, transforming it into an interactive platform.
7 million users utilize the Starbucks payment app because it is an efficient way to pay and engages customers in a unique way. 46% of mobile users say they are unlikely to return to a website they had trouble accessing from their phone.
An improved mobile experience resulted in a 22% lower bounce rate and a double digit lift in conversions. Case studies also supply insight into how a problem was solved, paving the way for the solution and measures of success.
Effective case studies are stories that connect with the reader on an emotional level and at the same time, provide intellectual justification – data. But don’t overlook posting to services like Slideshare or repurposing for use in articles, reports, webinars or conference presentations. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing. The journey is filled with learning moments about history, recycling and exploring their local communities all in a safe environment.
As such, many advertisers, brands, and publishers are seeking to market on the world's biggest mobile video platform, YouTube. Audible's approach to video marketing with top YouTube stars not only leverages the reach and massive adoption of online viewers, but also factors in the immense influence and close ties popular YouTubers have with their audiences.
Increasingly more travel, adventure (see GoPro's latest creator grant program), tourism, and hospitality brands are seeking out top travel vloggers to execute advertising campaigns featuring the kind of aspirational lifestyle content that travels well across multiple social media platforms. Most places I have worked, or clients I have worked with have suffered from the same thing. Then it often gets published without so much as a spellcheck, let alone a proper read through. Do you prefer, Robert Marang, CEO of Widgets Incorporated, or Robert R., CEO of small manufacturing facility in New Jersey?”Case StudiesCase studies are written stories conveying your customer’s “journey” to success. There was more than just one winner in that contest; Hanky Panky earned exposure for a product directly from the retail site. It should be combined with social, analytics, and cloud technologies to achieve maximum effectiveness.
Users spent an average eight minutes with the app compared to three minutes with just the catalogue. There is a certain novelty to mobile marketing campaigns because it gives customers a new and exciting way to use their phone. Visitors to mobile site could access general information, but couldn’t perform basic transactions such as booking hotel rooms or show tickets. This concluded that mobile web optimisation is important for any brand to retain and grow their customer base.
In fact, more B2B purchasers start their research online than B2C — with peers representing one of their most important resources. With so few case studies, there is no categorization but that’s something Pinterest will want to consider as they add more. Use raw data points, percentages and general quantifiables as appropriate. Results must be compelling, remarkable, impressive!
In a recent study, over 60% of 13 to 24-year-olds would try a YouTuber-recommended product. Various mobile channels can expand your customer base and increase brand equity if utilised properly. When Starbucks introduced a program that made it easier for customers to buy coffee it was met with tremendous success. As long as it’s relevant and compelling, a story that conveys a solution to a problem in human terms should make for an effective piece of content. Each is written by a professional journalist and includes: Summary, Challenge, Campaign (with specific steps), Results and Creative Samples. What HubSpot does really well is the ease of navigation, the summaries and calls to action. The companies featured below are all at different stages of mobile maturity but they have shown a big improvement. Most importantly, tactics, implementation and results information is provided in a story format using conversational language. What these case studies might lack in terms of visual fanfare, they more than make up for in terms of depth and insight. The goal of this section is to give readers an accurate visualization of how you can solve problems.Results – Summarize the story with simple bullet points highlighting the impact of your products and services. Quantify the accomplishments when possible.Do you use testmonials and case studies in your marketing? Leave us a comment below and let us know the positives and negatives of these two formats of content marketing. Having a third-party endorsement adds an element of credibility to your marketing materials promoting your products and services.TestimonialsTestimonials are formal statements from a customer or client.
Length-wise, testimonials are typically more concise, ranging from one sentence to a paragraph. If the Executive Administrative Assistant is the typical point of contact for organizations when planning events, request testimonials from these professionals.When you reach out to your clients, request that their testimonials include quantifiable information.

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