Sitting nestled in a pile of Sunday newspaper supplements for hours is a rare treat for me these days. I’m much more likely to keep up with current affairs by catching a radio bulletin in the car or scrolling through online news headlines.
Everything is shrinking. Take case studies. While they’re still the cornerstone of customer advocacy, the way they’re presented is evolving, especially as other engagement channels and mediums become more popular.
Inkpod’s recent survey of B2B decision-makers set out to better understand the trends and challenges in customer advocacy. And we found that where case studies are concerned, people want them short and sweet. We’re increasingly seeing our clients move away from the traditional four-page PDF case study to shorter stories; half our respondents thought the perfect length is two pages, with 45% voting for just one page.
Once you’ve put together a success story, you’ve got to make it count. So why not maximise your resources and budget by creating assets that can be recycled for different channels and audiences? Quotes can be extracted, factoids created, and spin-off assets generated. And all from a single customer interview.
Adopting an ‘omni-output’ approach is particularly key as case studies get shorter. A one-page PDF might look great, but does it tell the story in enough detail? The average one-page PDF features around 400 words once you factor in imagery and branding, which means a lot of content from a one-hour customer interview could be wasted.
At Inkpod, we use approved case study content to create social tiles and posts for our clients to help them showcase their success in a quick and visual way – perfect bite-sized fodder for those busy professionals with short attention spans.
Right, I’m off to check Instagram…