- April 10, 2014
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Are Case Studies & Reviews Still Viable Content Marketing Tools?
Many a modern-day marketer spends time creating case studies and garnering product reviews to advance the company brand. The two have become staples in the marketing toolbox, along with whitepapers, video, infographics and other shareable content marketing tools.
But case studies can come across as salesy, contrived and self-serving. And a recent flood of bad press has cast a shadow on the veracity of user-generated product reviews. So naturally, the alert integrated marketer has to ask: do these tactics still have a place in the overall mix?
Marketer Sue Duris, writing for MarketingProfs, says yes.
“The case study and product review are alive and well, and still very much viable pieces of “owned” and “earned” content,” writes Duris. Case studies are the perfect medium for earning buyer trust and showcasing your problem-solving prowess. But, Duris cautions, marketers can only earn trust by presenting relevant, compelling examples. “Case studies must connect with customers and demonstrate a genuine understanding of their pains, needs and goals.”
In a recent DemandGen B2B Content Preferences Study, 92.6% of respondents considered vendor-created content as “trustworthy.”
Leveraging Product Reviews
Duris also asserts that product reviews can have considerable marketing value. There are the “expert” kind, such as those conducted by influencers, analysts and bloggers, and “online” reviews, like those found on independent review sites, and local sites, including Yelp, Google Places and Citysearch. Success in both channels begins with having a product that can withstand industry analysts’ scrutiny.
“You must have a solid product before considering any type of product review activity,”
Duris insists. “This means that through effective research, product development [and other steps]… you have created and launched a product that delivers on your promise, and is something that customers want.”
Actively soliciting reviews? You can help ensure a more accurate and positive appraisal by helping reviewers understand your vision for the product, including its beginnings and the problem it’s intended to solve, and of course, key differentiators, features and benefits.
If you agree in the viability of case studies and product reviews and want to improve your results, use these tips to create even more compelling content. Or these suggestions
for connecting with influential analysts, bloggers and media types.
