We are constantly asking our sales representatives for projects that we can use in case studies and project profiles. With blogs and social media now part of mainstream reading, content marketing has become imperative in order to share your brand and message.
We asked Tess Wittler, an experienced construction marketing professional, to share why case studies are important for our, and your, business and how it isn’t as daunting as one may think to write one. This article was published in November’s issue of the DHI Doors + Hardware Magazine and reprinted with their permission.
The Framework for Writing a Compelling Case Study by Tess Wittler
Does hearing the phrase, “We need a case study written on [blank]” make you cringe? If you are like many other architects, engineers and building material manufacturers I’ve worked with, you would rather pluck out every single nose hair one by one than write a case study. For ages, writing a case study in this industry seemed daunting and tiring, and when it was finished, it seemed as if you’d spent all this energy to create a dry, boring marketing piece that would rarely be used.
Not so! Content marketing has transformed how we look at our marketing materials, including case studies. In fact, according to the 2016 B2B Content Marketing Trends – North America study conducted by the Content Marketing Institute / MarketingProfs, 82 percent of those responding said they use case studies as one of their content marketing tactics – second only to social media content (other than blogs).
Yes, despite so many in the building industry recognizing that they need to invest more in their content marketing efforts, many still aren’t – and their lack of energy toward this effort is precisely the opportunity that can catapult your organization ahead of the rest. Case studies are one of the key components to making this happen.