Creating Relevant + Compelling Case Studies That Connect With LaRissa Hendricks From CoSchedule [AMP 162]
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- What are case studies? Success stories about how customers use product or service to reach specific outcome
- Goal of Case Studies: Share how and what can be achieved with CoSchedule
- Possible Outcomes: CoSchedule helps marketers complete more projects, meet deadlines, and prove value to stakeholders
- Gartner ranks case studies as third most-valued marketing asset for buyers
- Case studies prove most effective at start of sales funnel by covering customer challenges and outcomes achieved to engage and establish trust
- Pitfalls to Avoid: Focus on customers and outcomes, not product and features
- Target Audience: Anybody with an interest in CoSchedule, including specific industries, various team sizes, and common customer issues
- Short- or long-form structure used for case studies depends on sales funnel stage, challenges, outcomes, and key data points
- Customer Story Matrix: Who, what, when, where, and why of sales enablement content case studies to use for specific situations
- When is enough, enough when it comes to case studies? Depends on customers and different factors
- “Case studies are essentially success stories about how customers use a product or service to reach a certain outcome.”
- “It’s actually most effective to use case studies at the beginning of the sales funnel.”
- “Long-form content can be great for deliverables that come later in the sales chain, which would be after prospects have actually become customers.”
- “There really isn’t a magic number of case studies that a company can create.”
Creating Relevant + Compelling Case Studies That Connect With LaRissa Hendricks From @CoSchedule
Click To TweetTranscript:
Nathan: They say you should have content to answer your audience’s questions and provide value at every part of the marketing-to-sales funnel, but some pieces might hold more weight than others. As you learn today from LaRissa Hendricks, some of the most influential pieces of content include proof of ROI value, thought leadership, and customer stories. Specifically, case studies and customer stories can provide social proof as well as value assessment. Today, we’re chatting with LaRissa about the power of customer stories. Now, LaRissa is the Product Marketing Copywriter here at CoSchedule actually and one of her recent projects has been connecting with customers, understanding their unique use cases, and conveying the value they receive in the form of case studies. Today, you’ll learn how to define a case study process for yourself, how to interview customers to get the data you need to tell a good story, how to structure that story for the biggest impact, and a whole lot more. I’m Nathan from CoSchedule and now, let’s get AMPed with LaRissa. Hey LaRissa, thank you for being on the podcast. LaRissa: Yeah. It’s great to be here. Nathan: Well, it’s great to have you on the team, I would say. For everyone who doesn’t know, LaRissa is one of the newest members of our marketing team here at CoSchedule. I guess with that, Larissa, that’s a nice transition. Could you tell me a little bit about what you do here? LaRissa: Yeah. I’m a Product Marketing Copywriter at CoSchedule. I’m basically part of the product marketing team, which means my job is to write copy that focus on our go-to market strategy and really help drive sales enablement. My role is basically all about selling CoSchedule as a product through various forms of content, which is everything from ads to website copy to case studies. Nathan: I guess that’s a great transition to case studies in general. Let’s start with the high level. Just in your own words, how would you define case studies? What are case studies? LaRissa: I would call case studies success stories. They’re essentially success stories about how customers use a product or a service to reach a certain outcome. Here at CoSchedule, we refer to them as customer stories and that’s why. They’re essentially meant to be shared as sort of a proof point with prospective customers. They’re meant to give those customers and their bosses or their stakeholders an idea of some exact numbers or outcomes that they could see by using CoSchedule. They give them example of what other teams have achieved with CoSchedule and what they could also achieve.
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