How to Write B2B Case Studies That Convert Prospects Into Customers
Rachel Foster, CEO of Fresh Perspective Copywriting
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Introduction
1:58 -
Lesson 1: Why Are Case Studies Important?
2:23 -
Lesson 2: What Is a Case Study?
0:57 -
Lesson 3: Find Happy Customers
10:34 -
Lesson 4: Complete a Creative Brief
2:28 -
Lesson 5: Interview Your Customer
4:42 -
Lesson 6: Outline Your Case Study
2:54 -
Lesson 7: Write Your Case Study
10:42 -
Lesson 8: Make Final Edits
1:28 -
Lesson 9: Promote Your Case Study
5:14
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About This Class
Case studies are one of the most powerful forms of B2B content.
Nine out of ten B2B buyers say that online customer success content has a major effect on their purchasing decisions.[1] Meanwhile, 71% of B2B buyers in the awareness stage and 77% in the evaluation stage cited testimonials and case studies as the most influential types of content.[2]
This class will teach B2B marketers how to write case studies that turn prospects into customers. You will learn:
- My proven, step-by-step process for writing case studies. A great case study is as much about the process as it is about the writing.
- How to get customers to open up and share their amazing stories with you. I will give you the exact questions that I use when I interview customers.
- Quick and easy ways to promote your case studies and reach a wider audience.
You will also write a case study for your class project. By the end of the project, you will have a compelling story that you can share with potential customers.
[1] CMO Council
[2] hawkeye
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Community Generated
The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.
Rachel Foster is a B2B copywriter and the CEO of Fresh Perspective Copywriting. She helps B2B marketers improve their response rates, clearly communicate complex messages, and generate high-quality leads.
Rachel blogs for the Content Marketing Institute and Business 2 Community. She has also taught white paper, sell sheet, and case study writing for MarketingProfs and was one of the Online Marketing Institute's Top 40 Digital Strategists of 2014.
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