Repurpose case studies to expand your reach

As I mentioned in my introductory post about case studies, Build your brand with customer case studies, most sales start with prospective buyers conducting research about your company and products. We talked about the power of featuring real customers, with real stories to tell via case studies, or success stories, in my last post,  Case studies increase credibility. Now, we are going to take that one step further and look at repurposing this valuable content to expand your marketing efforts and deliver it to prospects through a variety of vehicles. One size does not fit all so it is important to reinforce your message through a variety of mediums.

• Pitch a unique or interesting story to the press. Coverage in news and trade media not only provides powerful exposure, but lends credibility to your  message since it is coming from an impartial party.
• Post on your Web site/blog to aid customers in their research. Seeing the story in multiple locations reinforces your message.
• Add to sales presentation. Add a printed copy to your sales proposal or speak anecdotally during your presentation. A series of short, targeted stories that relate to the prospect will open up conversations and energize your discussions.
• Feature at trade shows. Display key customer quotes from case studies in booth graphics and feature in advertising for the event to drive additional traffic to your booth. Then hand out printed copies of the case studies to visitors to deliver the full story.
• Promote through email/direct marketing. Design an email or direct marketing program around your successes. Feature key customers and their stories as part of a serial campaign.

Tidbit: If you have a good story to tell, then share it.

Next: How case studies can help to shorten the sales cycle.

Delicious Digg This Post Stumble This Post