3 Ways to Repurpose Your B2B Case Studies to Reach More Buyers and Maximize Engagement

February 3, 2021

B2B buyers consume 13 pieces of content before they choose a vendor.

Repurposing your case studies into new formats can engage these buyers and give them the insights they need to build a case for your solution.

According to a recent study, 89.5 percent of marketers said repurposing their existing content is more effective than producing new materials in terms of time, costs, and results. Thirty percent of these marketers cited “increased exposure” as the top benefit. Meanwhile, 21 percent said that repurposing content drives more traffic to their websites while saving time.

If you want to get the most value from your B2B case studies—without spending tons of extra time creating content—start repurposing them. Here are three case study formats I recommend if you want to drive engagement and attract high-quality leads across different channels:

1. The Bedrock

A bedrock case study is the core story that you can repurpose into other pieces of content. The finished product is a three- to five-page PDF that tells the full story of how you helped your customer achieve their goals.

Here’s an example of a bedrock case study that I wrote for RFP software company, Loopio:

Your bedrock case study should include the following:

A short description of your customer’s companyThe challenges they faced before they started working with youHow they found you and why they chose you over the competition or status quoYour solution and how they are using itThe results that they achieved, including success metricsPlenty of quotes from your happy customerA call to action that asks readers to take the next step, such as viewing another piece of content or signing up for a free trial

Here are some ways you can use your bedrock case study:

Give it to your sales team so they can share it with leadsPost it on your website in your resources or success stories sectionUse it as a lead magnetPrint copies to hand out at trade showsShare it via email and social media

2. The Taster

A taster is a condensed version of a customer success story that you publish on your blog. This type of case study is excellent for top-of-funnel leads, as it focuses on education over the specifics about your product or service.

Here’s an example of a taster case study from Loopio. It’s the same story featured in the bedrock case study example shown above. However, we approached it from a different angle to appeal to Loopio’s blog readers.

Your taster case study can include the following ingredients:

A condensed version of your full story, including a few lines about who your customer is, the challenges they faced before they started working with you, and their results.Best practices. The bulk of your blog post will include the advice your featured customer wants to give others who face similar challenges. These best practices make the taster case study ideal for early-stage leads who are educating themselves about their problem but may not be ready to buy a solution.Customer quotes. You can include a quote from your customer that talks about why you are awesome. But since this blog post is for top-of-funnel leads, the bulk of the quotes should be about your customer and the tips they want to share with others.A call to action. Ask readers to download the complete case study.

Here are some ways you can use your taster story:

Post it on your blog.Email your list and ask them to read the blog post.Submit it as a guest post on a leading industry blog.Pitch it to an industry publication, such as a print or online magazine.Share parts of it on social media.

3. The Powered-Up Presentation

Slide presentations are a key item in your sales toolbox. But many sales presentations are dry and boring. Adding success stories to your decks can make your pitches more memorable and engaging.

Here are some ways you can use your case study slides:

Post them in the resources or success stories section of your website.Insert them in your sales presentations.Include them in webinars. Ask your customer if they will share their story and answer questions from your audience.Add them to your live presentations. Again, invite your customer to take part.

What about video case studies?

Creating video versions of your case studies will help you attract leads across a broader range of platforms, such as YouTube and various social networks.

However, I didn’t include video case studies in the above list, as getting high-quality video of your customers can be an involved process. You can create all of the above content with just one customer interview—conducted over the phone or during a video call. It’s usually easier to get a customer on the phone than arranging a professional video shoot.

But if your audience responds well to videos, by all means, try to add some video case studies to your mix.

Next Steps

With buyers conducting more research on their own before they speak with a sales rep, your content must do a lot of heavy lifting.

Repurposing your B2B case studies into different formats can help you engage a wider audience and give leads the information they need to build a business case for your product or service.

Get Your FREE Case Study Planning Checklist: A step-by-step roadmap that will keep your case study project on track.

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