Case Studies and Blogging are the Top Marketing Tactics for Businesses
Create Content that Works
Content marketing is no longer an option for companies who want to stay competitive. Answering questions, solving problems and entertaining people is how companies connect with consumers. It’s also how businesses sell to other businesses.
- 60% of people are inspired to seek a product after reading content about it.
- Millenials expect brands to develop content for them, and 80% want to be directly entertained through content marketing.
- 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
(Source: Content Marketing Institute)
The 2016 BRIGHTTalk Content Marketing Report, a survey of over 600 B2B marketing professionals, found that case studies are the most effective content marketing tactic and format. Blogging is a close second.
Case studies reach readers intellectually and emotionally to help them like and trust your business.
Readers see themselves in the story. They get a firsthand account of what it’s like working with you. They don’t just hear how you can help them succeed. They see concrete examples of how you’ve already done well and made other customers happy.
Case studies are a close kin to consumer reviews because they are a firsthand attestation to how you benefit others. Consumers look for online reviews before making buying decisions. For 7 out of 10 consumers, positive reviews make them trust a local business more.
There’s no better way to convince people of your worth than showing them how you’ve successfully helped others. You can say you’re an authority in your industry all you want. Case studies prove it!
Research from DemandGen’s 2016 Content Preferences Survey shows that B2B buyers rely on case studies to influence their buying decisions:
- 73% of respondents viewed a case study during their research;
- 96% of respondents want content with more input from industry thought leaders; and
- 47% of buyers viewed three to five pieces of content before engaging with a sales rep.
Your company blog is a powerful place to communicate and build relationships.
Consistently publishing helpful information through blog posts and other digital content will also:
- attract traffic and earn qualified leads
- build your authority and establish you as a thought leader in your industry
- help you rank higher in search engine results
Writing and producing custom content is how businesses stay competitive in today’s world. People actively seek out helpful information online, and you want to be the one to provide it.
- 82% of consumers feel more positive about a company after reading custom content.
- 90% of consumers find custom content useful.
- 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content.
(Source: Content Marketing Institute)
Blog posts are a major source of website traffic and inbound leads.
Search Engine Journal reports companies that blog have 434% more indexed pages, and companies with indexed pages get more leads.
HubSpot’s research, Lead Generation Lessons from 4,000 Businesses, found:
- Businesses who blog 16-20 times per month get 3x more leads than those who don’t blog.
- Businesses with over 200 blog articles get 4.5x more traffic and 3.5x more leads than those with under 20 articles.
One Company’s No-Blogging Experiment
There’s nothing like a real-life example to prove a point. Take a look at Blue Kaboom’s No-Blogging Experiment. A client of theirs opted to not publish any new blog posts for 251 days. The results are telling:
- Overall traffic went down 32%
- Organic traffic went down 42%
- Overall site conversions went down 28%
The company slipped from 1st place in Google’s rankings to 6th. That’s perilously close to the second page of Google’s search results, an unenviable place where it’s said you can successfully hide a dead body without anyone ever seeing it.