On BtoB sites, implementation case study content has the role of building trust in products and services and introducing in an easy-to-understand manner from the user’s perspective how the problem will be solved.
However, startup companies may not be able to release their products or services very recently, may not be able to obtain cooperation from companies that have introduced them, and may find it difficult to create the content themselves. You can wait until you get their cooperation, but you can also be creative, such as writing the form without the company name.
This time, we will introduce how to create introduction case study content in cases where cooperation cannot be obtained from the implementing company.
Importance of case studies and maturity of products and services
Case studies are useful content for all stages of user consideration. It is especially effective in the following two phases.
① Comparative study phase
You can give users an idea of whether it can solve their company’s problems and what kind of effects it will produce by comparing it to other companies’ implementation examples.
②Decision phase
When passing internal approvals, the name of the company introducing the service can create a sense of security and trust in the service, and encourage positive thinking when making the decision to introduce the service.
However, it is often difficult to obtain cooperation from companies for reasons such as products and services being released too early and the effects of implementation not being fully realized. You can wait until you see results while implementing other measures, but because you understand the importance of implementation examples, as a marketer you will be anxious to launch the content as soon as possible.
Even if it is difficult to mention the company’s name, you can create content about how the company solves its problems and what kind of effects the company is getting. I will explain how to create it.
Creation of introduction case study content where the company name cannot be mentioned
If you cannot provide the company name, there are two ways to create case study content. One is a case study without a company name, and the other is a case study.
①Introduction example without company name
Instead of mentioning the company name, we will introduce the company’s industry/business format, number of employees, and business content in detail and create an introduction example.
It is difficult to introduce the company in an interview format, so try to describe in detail the issues the company was facing, how the product/service was introduced to solve the issue, and the effects obtained by introducing the product/service.
②Case study
If you don’t have many examples to begin with, it’s a good idea to create introduction content in the form of a case study. Case studies differ from implementation examples in that they describe the anticipated challenges faced by the company, the usage scenarios for the product or service, and the effects that can be expected from implementation.
By actively using tables, graphs, images, and illustrations in addition to text, you can create a more concrete image.
Heat Map User Insight’s website lists usage examples of products and services by industry and business type.
Heatmap analysis User insights – Web access analysis tool
Introduction case study content creation tips
The more case studies we have, the more we can provide the examples that users are looking for. To this end, the key is to create a system that makes it easy to update implementation examples.
① Buyer persona/buyer journey
It is a good idea to utilize buyer personas and buyer journeys so that you can comprehensively provide content for the user’s consideration phase.
By summarizing what kind of issues buyers (users) are facing in their own companies, and what kind of issues they are considering at each consideration phase, we provide introduction examples and case studies that appropriately capture user needs. can be created.
BtoB content marketing trends! What are buyer personas and buyer journeys? | MarketTRUNK
Practical method for creating buyer personas and buyer journeys for BtoB content marketing | MarketTRUNK
② Templates for introduction examples and case studies
For introduction examples and case studies, the details of the company, the issues it faces, the effects of introduction, and the structure of the content are determined to a certain extent. It’s a good idea to have templates available so you can create more content.
Also, it would be even better if you could do it in-house by introducing a CMS so that the update work itself can be done easily.
Content that highlights the introduction of products and services
Introduction examples and case studies without company names cannot create a sense of security or trust in the product or service, such as knowing what kind of companies are actually implementing it.
If it is not possible to mention the company name in the introduction example, it is effective to quantify the introduction results or include the company logo or press release.
① Quantification of implementation results
We will introduce the number of companies that have introduced the service and the number of users as actual values, rather than examples of individual companies. By displaying graphs on the top page that show changes in the number of companies and users over time, you can highlight the increase in the number of companies that have introduced the service.
②Company logo posted
If we have a track record of implementation for major companies or companies with name value, we will list the company logo on the top page.
In addition, by introducing the industries and industries in which the service has been introduced using icons, etc., you can further foster a sense of trust. A track record of implementation in the industry/industry is also effective when it is difficult to collect enough company logos.
③Press release publication
If there is no problem with disclosing the information for a company that has decided to introduce it, it can be released as release information. By posting the background behind the introduction, future actions, and expected effects, you will be able to appeal to users not only about the introduction results of the product or service, but also about the image of its use.
On the Motivation Cloud website, company introductions are posted as release information. Comments from experts are included in the release information, and comments from a third party who is an expert can create a greater sense of trust.
List of latest information｜Motivation Cloud for organizational improvement
summary
- Start-up companies may not be able to release products or services very recently, may not be able to obtain cooperation from implementing companies, and may find it difficult to create implementation examples.
- If you cannot provide the company name, there are two ways to create case study content: case studies and case studies without company names.
- For introduction cases without company names, instead of mentioning the company name, introduce the introduction case by introducing the company’s industry, type of business, number of employees, and business content in detail.
- Case studies differ from implementation examples in that they describe the anticipated company challenges, usage scenarios for the product or service, and the expected effects of implementation.