Here’s why you need to start repurposing your client case studies:
Because they are a holy grail piece of content for getting that ‘yes’ from potential new customers.
Isn’t it a no-brainer to make sure that messaging with such high-conversion potential is on as many platforms, in as many formats as possible?
I consider it one of the biggest marketing oversights if you don’t repurpose your client case studies. But the question is, how?
I share how to break your case studies free from their text-only bounds and repurpose them into exciting new formats that spread your client success stories further in this podcast episode and blog post.
Hit play to listen to the podcast episode…
Or read on for 6 ways to repurpose your client case studies.
A case study on repurposing case studies
It took us a lot of time and resources to produce these. So we know first-hand just how much effort goes into creating a case study that powerfully tells yours and your client’s story.
Before we embarked on the already ambitious content project, we wanted to make sure we could squeeze the most value out of each of these case studies.
So, before we even interviewed our clients, we drew up a repurposing plan. Like I always say:
“Create with repurposing in mind.”
Our plan included multiple formats, for multiple channels, with a distribution strategy to ensure that we maximized every last drop of content.
Like most case study projects, we started by creating the PDF version first. This would be the pillar content from which all repurposed content followed.
Then we began the epic repurposing process, transforming it into a variety of other content for social media, YouTube, and even live audiences.
Because who says case studies have to be text-only? Or only ever get shared as a PDF email attachment?
Your client success stories should be shared far and wide!
Here are some ways that we repurposed our case studies – do use these to repurpose your own!
6 ways to repurpose your client case studies
1. Case study/sales videos
If you’re going to repurpose your case study at all, I highly recommend repurposing it into a case study video.
Video is arguably the most captivating content format (and the best for repurposing).
It gives you the greatest repurposing versatility. From it you can create teaser videos for multiple social media platforms and platform-specific video features, use stills as images and even strip out the audio to create a podcast episode.
You can also think of this a bit like a sales video because ultimately what you’re doing is getting on camera and telling your ideal client a story they can relate to. It’s prime bottom-of-the-funnel content.
As you are repurposing the story, don’t worry about including every little detail in your case study video. You can always have a call to action to check out the full story on your website (I also encourage you to post the case study in full on your website for SEO purposes!).
Do make sure you include:
- Who the client is – so your audience understands the types of client you work with
- Their pain points – so it’s relatable
- How you helped – cover the basics
- The results – you need to show results
- How they feel now – everyone loves a happy ending!
Here’s our repurposed case study video:
Fun fact: a potential new client once told me he watched this video from start to finish three times AND shared it with his entire team too because it “spoke directly” to him. Would that have happened with a PDF version I wonder?
2. Instagram/LinkedIn carousels
First and foremost, case studies are stories. They have a beginning, a middle, and an end. Or in this case, a challenge, solution, and results.
What better medium than to tell a story than with a social media carousel?
There’s something about a carousel that really lends itself to an interactive, storytelling medium.
With the help of a graphic designer, you could turn your case study into a captivating, condensed story, showing the highlights of your success in ten slides or less (or more on LinkedIn).
Check out this example:
If you want to learn more about creating carousels for LinkedIn or Instagram, do check out these posts:
3. Testimonial graphics
Your case study interview is likely packed with juicy quotes which can bring huge credibility to your brand.
Repurposing your case study quotes into standalone testimonial content gives you short, snackable pieces of content you can pepper across your entire content marketing spread. I’m talking your website, your sales deck or credentials packs, proposals, explainer video, social media…the list goes on.
Here’s one example of a testimonial graphic we created from our Peace of Mind Wealth Management case study.
4. Sales deck/credentials pack content
We gave our agency credentials pack a complete overhaul this year. One of the things we made sure to include? Our case studies.
Now, credentials packs might not be the done thing in your industry, but they are similar to sales decks. A key function of this piece of content is to ensure your brand can do what it says it can do.
These are supposed to be quick and easy-to-read pieces of content, so in order to get our case study content in, we needed to repurpose it into one striking slide.
Communicating who we work with? Check. Building credibility? Check.
5. Blog posts
We’ve covered top of the funnel content with social media graphics and posts, and we’ve talked about bottom of the funnel content, but what about using your case studies to populate the middle of your funnel?
Key topics and themes that come up in your case study are brilliant blog post material.
Your client’s pain points are likely things that they were searching for help with when they found you. Other businesses like them might be doing exactly the same.
Writing topic-led content that explains more about the hows and whys, and uses language that your existing clients use is a great way to speak to your ideal audience.
It’s also fantastic for SEO.
Here’s just one of the blog posts we wrote, inspired by our TechSmith case study: Livestream Repurposing: The Good, The Bad, The Ugly.
6. Talk/keynote/speech content
This is something I often do in my talks, I use our case studies to shine a light on the work we do with our clients and share examples of content repurposing that people can actually relate to.
It’s real repurposing in action!
Here’s a screenshot of one of my presentations where I discuss how we help TechSmith repurpose their content.
It’s really important to not just tell people what you do, but show them the story of how it all happens. If you’re a speaker, I highly recommend giving this type of repurposing a go!
So that’s it, 6 ways to repurpose your client case studies. Let me know which one(s) you’ll be trying out by getting in touch with me on social media, I’m @content10x on all platforms!If you want to do more with your existing content, and get results like TechSmith and Peace of Mind Wealth Management, check out our services and find out how we can help you.