Insurance Content Marketing: The Case for Case Studies »
Trish Fischer
Case studies create an opportunity for insurance marketers to tell detailed success stories. You can use this insurance content marketing best practice to tell how a particular customer solved a problem utilizing a specific product or service. Case studies can also show how a certain event has impacted an industry practice.
In today’s digital marketing world, case studies can easily take the form of white papers (as well as blog posts, YouTube videos and SlideShare presentations). For the purpose of this post we will focus on white paper case studies.
Today’s white papers can be distributed through your corporate website via instant PDF download. They can also be offered in exchange for the recipient’s contact information. Professionally researched, written and search engine optimized (SEO) white papers are excellent high-value content. That means they provide highly relevant information targeted to a specific audience. Statistics prove this type of high-value content is something potential customers consider valuable enough to obtain in exchange for their contact info.
Benefits of a White Paper Case Study
Builds Credibility. The old writing adage that it is best to “show “ and not to merely “tell” is the secret to the success of white paper case studies. Showing your product or service as a key tool in a client success story resonates with prospective customers. Concrete examples -- presented clearly and concisely – can establish a firm foundation with prospective customers.
Grabs Attention. White papers work because they specifically show innovation in action. All businesses want to see how “the other guy” created success and learn from it.
Enhances Readership. Digitally distributed white papers are built for enhanced reader participation. First, the reader has to actively choose to download the whitepaper. Second, a digital document can be filled with relevant links to further reading (this enables a compelling streamlined presentation of content, while also satisfying the needs of readers who want more detail). The document and its accompanying landing page (a digital sell sheet where prospective clients fill out a form to download the paper) can also be optimized with relevant keywords so that targeted consumers have a better chance of finding the document and reading it.
Here are links to a few well-executed white paper case studies related to the insurance industry:
Allianz Global Corporate & Specialty: Armed Robbery in a Retail Store
Navigant Consulting: Madoff-Related Litigation -- Going After Money That’s No Longer There
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