M. Sharon BakerFour Content Marketing Success Stories courtesy of CMI’s nominations. Read these case studies to learn what top B2B and B2C content marketers are doing with personas, customer-centric content, brand publications and videos.
Read More M. Sharon BakerLooking for a freelance B2B writer who can write conversationally, professionally interview subject matter experts, meet deadlines and who understands content marketing strategy? Here’s what I sent one prospect.
M. Sharon BakerPersuading customers to participate in a case study might take a lot of effort, especially those that need approval from the legal team. Here are steps to help.
M. Sharon BakerFor the third year in a row, I’ve written the top B2B case study on RainToday.com, based upon traffic the case drew for the top online resource for sales and marketing for professional services.
My case study on Babcock & Jenkins Inc. was honored for 2013, and featured the story of how the Portland, OR Content Marketing Agency competes with global giants.
I interviewed Lauren Goldstein, vice president of Strategic Planning, who told me how the agency created a highly personalized, database driven, multi-touch marketing campaign designed to rise above the messages that typically bombard B2B technology marketers.
The case story included how the firm used gourmet brownies to appeal to their target audience.
Read how the B2B Agency landed six new customers, and increased sales by more than $1.5 million in the RainToday Babcock Jenkins case study.
RainToday.com is the leading site professional services firms turn to for marketing and sales advice. With more than 120,000 members, RainToday serves up great content –insights, advice and tools –from top experts such as Jill Konrath, Charles H. Green and its own experts Mike Schultz and John Doerr.
Reader’s Choice Award May 1
I also earned RainToday’s Reader’s Choice Award on May 1 for another case study, which analyzed how Mahoney Internet Marketing used LinkedIn and content marketing to revamp its sales process.
Top Case Study in 2012: Law Firm Rebranding, Content Marketing, New Fees
In 2012, my top case study featured Michelle Bomberger of Equinox Business Law and how she rebranded the firm to appeal to large business clients, and launched a content marketing plan to increase awareness. Bomberger also added unlimited general counsel services for a monthly flat fee, which was a new fee structure. These moves helped her increase revenues nearly 84% in just two years.
Read the RainToday Equinox Case Study to learn exactly what Michelle did.
Top Case Study in 2011: Telecom Firm Guarantee, Implementation Fee
In 2011, my top case detailed how Consulting Firm ATC attracted large clients and grew revenue 50% using an implementation fee and a guarantee. Doing so helped Advanced Technology Consulting of Cincinnati take some of the risk out of the equation when large firms started working with them.
It also gave them a significant selling point, said CEO David Goodwin.
Read about the common small business mistakes Goodwin made and how the implementation fee works in the ATC Case Study.
Will You Be the Top Case Study in 2014?
I’m always on the lookout for service professionals (technology, marketing, accounting, law, and consulting, etc.) that have quantifiably increased their business through a specific marketing or sales activity or set of marketing activities.
Your company must operate in the B2B realm and have measurable results you are willing to share. Email me if you have an idea you’d like to pitch.
Additionally, I love to help companies sell with case studies. Feel free to contact me if you need help writing stories that sell.
M. Sharon BakerOne reason I haven’t been too attentive to my blog is that I’m knee deep launching a blog for my client Integrative Family Law. I’m helping Carol Bailey and her team dip their toes in the blogging waters as part of an overall content marketing strategy to attract new clients.
As editor of the blog, I gave them a list of 25 potential topics on divorce and family matters, which are their main practices of law. We launched the blog after I rewrote some of their website pages.
The attorneys chose from the idea list or come up with their own topic and then I edit out legalese, write a headline, add subheads, and come up with a question to encourage comments. Then I source potential photos and add them to the posts. I also upload the posts and manage their editorial calendar.
Summer is typically slow for divorce attorneys, but nonetheless, unique visitors to the site jumped 16 percent from May to July, which shows how adding new and relevant content to your website and blogging can have a large impact.
What are we writing about?
Divorce is big business, and people have a lot of questions about many aspects. We’re starting out with a lot of basics, jumping on news when it shows up in national media outlets, and including statistics to offer a variety of topics.
Here are some of the headlines:
In addition to the blogging, I’m writing a Divorce Guide that we’ll have available for prospects to download in exchange for their email addresses so we can create an email list of prospects to nurture.
