Content marketing continues to grow as an effective marketing tactic and a solid foundation for much of a business’s marketing strategy. If you’re looking for a way to create more effective content marketing, sometimes it can help to learn from the people who’ve has success in the past. Many companies have worked on content marketing projects or campaigns and have put together case studies to show their strategy and the results that they earned.
What is a case study and how can I help your business?
A case study is a write-up or report that delivers details on a particular piece of research or event. These have been used in industries like construction and medicine for years, concisely condensing a lot of information and distilling it to the most important points of the research and results. Business case studies are also common and write-ups on how companies approach business, engage with customers and drive results.
Could case studies be the answer to your content marketing questions? These branded content case studies can help you learn more about the content best practices you need to understand to get the best results from your content marketing.
- Lush Cosmetics: Lush is a high-end brand of body products and uses a lot of content marketing on their social media channels to help connect to customers. They created a content marketing campaign on Facebook and Instagram where they posted pictures of their bath bomb products diffusing in water. They encouraged their customers to post their own images of bath bomb art and created a successful stream of customer-centric and customer-created content. While Lush didn’t put together a formal case study to showcase their engagement, the social media results – in comments and likes – can speak for themselves. We may not have hard sales numbers from this effort but can deduce a successful increase in brand awareness.
- Coca-Cola: Smart and savvy marketers know that personalization can increase marketing effectiveness. This is exactly what the Coca-Cola brand was banking on when they launched their Share a Coke campaign. Their packaging displayed hundreds of different names, prompting individuals with those names – or who knew someone with that name – to purchase the personalized beverage and share their findings and pictures on social media.
- Eloqua: This case study does a great job of illustrating how to problem-solve with content marketing. It shares their goals, their plan, and the steps they took to accomplish their objectives. A majority of their success came from not restricting access to content to generate the most brand awareness and also by sharing content in several forms based on the social channel they would be featured on.
- PTC: The brand PTC used content marketing to help them get a lot of traction on a new product launch. Their approach combined specific content writing for the intended audience with enough brand personality and solution-oriented content to help distinguish them in the industry. Ultimately, they drove 100,000 new visitors to their site after their content marketing campaign, exponentially increasing brand awareness and engagement.
Content marketing is a smart strategy for almost every business, including most B2B and B2C organizations. Because it helps deliver a targeted message to a relevant audience, your organization is positioned as a resource for your customer, as opposed to just another disruptive business trying to sell them something. While a lot of marketing – including content marketing – is trial and error, data can help you get started and potentially allow you to make fewer mistakes and adjustments along the way. Data from other case studies can help you create a guide or blueprint or just offer insight and suggestions on your content marketing journey.