Repurposing content is key to your content marketing success. 

By adapting your case studies, you don’t have to create new content from scratch. 

This approach saves you time, effort and money in content creation.

But there’s another important reason for doing so:

If you repurpose content and share it across different channels, you can reinforce your messages. 

The Rule of 7 in marketing says that a prospect must see a message 7 times before they buy. 

Why not 6 or 8 times? Or any other number?

In reality, the number doesn’t matter; repetition does. 

Because there’s no guarantee that your potential customers will see a case study or the content repurposed from it whenever you publish and promote it.

Because most buyers won’t trust you enough and decide to buy after seeing your message just once.

And because you want your messages to sink in through repeated exposure and build your prospects’ trust in you.

In previous posts, I shared:

• Why your sustainability business needs case studies
• 9 ways to use, repurpose and share your case studies

Here are 9 more ways to maximise the visibility of your case studies:

1. Record podcasts around your case studies
2. Create video versions of your case studies
3. Turn your case studies into infographics 
4. Pitch case-study stories to the media
5. Promote your case studies on social media
6. Use your case studies in sales conversations
7. Share your case studies during in-person events
8. Use your case studies in your employee training
9.  Inform your customer research with your case studies

1. Record podcasts around your case studies

Case studies are made-in-heaven matches for podcasts. 

By their very nature, case studies are stories told in a compelling format that keeps people reading. 

With a few tweaks, you can turn them into podcast content that keeps listeners listening. 

Your case studies can reach a wider audience too, as podcast episodes are listed on podcast directories and streaming platforms. 

How to maximise impact:

• Centre your podcast content or conversations with guests on one or more success stories.
• Invite the same customers featured in your case studies as your podcast guests to talk about their own success stories.
• Repurpose your podcast content featuring the case stories as blog posts, and embed the episodes or audio snippets in the posts.
• Promote them on social media and in your emails.
• Link to the written case studies in the show notes.

Pro tip:

Don’t have a podcast? Pitch case-study-related topics to other podcasts as a guest. 

2. Create video versions of your case studies

Sure, video case studies are more expensive and take more work than written ones. 

But many reasons make video case studies worth the price and effort: 

• They boost authenticity because viewers can see your customers telling their success stories and connect emotionally with them. This creates more trust and credibility.
• Visitors spend more time on your page when they watch videos. Well-made videos also attract people to link to and share them. More dwell time and backlinks can help your website rank higher in search results. 
• Searchers are likelier to click through to the page when they see a video thumbnail with a search result, called a rich snippet.  

How to maximise impact:

• Script your video based on the written case studies. This streamlines the production process. The written stories follow a classic narrative flow that lends itself well to video storytelling.
• Include data that support the outcomes claimed and a call-to-action (such as checking out the written case study, product or service page or contacting sales) at the end of the videos.
• Embed your video case studies on your website’s dedicated case studies page.
• Feature your video case studies or snippets on your homepage for social proof right out of the gate.
• Edit snippets or testimonials from your video case studies, and promote them through your blog, social media and email marketing. Incorporate them in your sales presentations too. 

Pro tip:

If you prefer to DIY, you can make credible and aesthetically appealing videos with a good mobile phone or camera and basic video-making knowledge and editing tools. That said, to achieve the highest quality possible and if your budget allows, hire professionals to make your video case studies.

3. Turn your case studies into infographics

Infographics are content assets that offer bite-sized, digestible information complemented by attractive visual elements. 

They help your audience, especially the visual learners among them, understand complex information more easily and quickly.

Infographics are also highly shareable and linkable, so they can help boost your website’s search rankings.

They are one of the most popular assets in your content marketing. 

62% of the buyers in this survey considered infographics the most valuable for early-stage buying research.

Even though infographics are highly visual, don’t overlook telling compelling stories. 

The natural narrative flow in case studies, translated into bite-sized text and appealing visuals, keeps your audience engaged and reading down the page. 

How to maximise impact:

• Use data (numbers) and visual aids such as charts and diagrams, to illustrate your results.
• Link to the full case studies and case studies page on your website.  
• Promote through blog posts, social media and email marketing.

Pro tip:

Creating infographics has become easier now. Freelancers on sites like Upwork or Fiverr offer affordable design services. 

If you prefer to DIY, search “free infographic templates” for customisable designs. 

4. Pitch case-study stories to the media

Case studies often make newsworthy stories. 

They feature the classic, irresistible narrative where a hero (your customer) overcomes a challenge with the help of a guide (your business) and transforms for the better. 

Journalists and editors love the human-interest element because it makes the stories highly relatable and brings issues and trends to life.

Repurpose your case studies as press releases and pitch them to trade publications, industry websites and news media.

Because these outlets are often reputable and have domain authority, you can get higher visibility for your brand and case studies.

Links from these outlets to your website can also help boost your SEO rankings.

How to maximise impact:

• Be sure to provide images or videos so your story can have more visual impact.
• If you have more than one case study focused on a similar use case, you can pitch thought leadership, trend or topical stories.
• Share about your media coverage across multiple channels, especially social media and email marketing.

Pro tip:

Distribute your press releases through PR wires so that you can reach as many journalists, editors and bloggers as possible at once. 

5. Promote your case studies on social media

Even the highest-quality content will fail if it is not promoted adequately.

Promote your case studies by sharing links to all your case study-related content on social media. 

In one survey, B2B content marketers found LinkedIn to be the most effective organic social media platform, and it is the one they used the most.

How to maximise impact:

• Write results-focused captions to grab attention and attract clickthroughs: “XX saw a 107% increase in sign-ups. See how our platform helped it achieve that.” 
• Tag your customers so they can share the case studies they are featured in. Their competitors – aka your potential customers – may be checking out their socials and learning how you have helped them. 
• Share your case studies as they are or reformat them as social-media-friendly testimonials, carousels, audio soundbites and video snippets. 
• Include each testimonial with an image of the customer, plus their name and title, to make it credible to your audience.
• Share your case studies with industry groups on Linkedin, so potential customers in relevant spaces can see them. 

Pro tip:

Add your case studies to your list of publications on Linkedin for more visibility.

6. Use your case studies in sales conversations

The buying journey has become more complex. More buyers now prefer to define their needs and narrow their choices through independent research.

This means when buyers finally talk with your salespeople, they are more knowledgeable than ever. 

Your salespeople may find they no longer need to spend much time explaining features and benefits. 

They may instead need to pull out the right testimonials and social proof at the right time to boost your potential customers’ trust, address their specific objections and nudge them in the buying direction.

How to maximise impact:

• Attach case studies to emails after sales calls to close more 

Neil Patel found that by attaching case studies to his emails after his sales calls, he was able to increase his sign-ups by 115%.

This was because the prospects he talked to might not necessarily be the decision-makers. 

His prospects could then easily forward the case studies in his emails to the decision-makers. 

This helped the decision-makers build their trust in his solutions.

• Send your case studies in emails to reconnect with lost leads

You may have leads who showed interest earlier but have gone cold for some reason. 

Got a case study that would overcome their hesitance and resonate with them? 

You can reach out to them with a friendly email, attaching or linking to the case study, and start the sales conversation again. 

Pro tip:

Pepper your sales presentations and proposals with customer testimonials from your case studies at appropriate places to prove your claims and overcome objections.

7. Share your case studies during in-person events

Zig Ziglar, legendary American salesman and motivational speaker, once said: “If people like you they’ll listen to you, but if they trust you they’ll do business with you.” 

Case studies are the ideal calling cards at in-person events like trade shows, conferences and networking events.

They offer the best kind of testimony to your expertise, authority and credibility. 

So don’t just distribute your business cards; hand out your case studies too.

Especially after you’ve had the chance to speak to someone face to face, leave your case studies with them to seal the trust and make a lasting impression. 

8. Use your case studies in employee training

Employee onboarding is aimed at getting new hires to work at full capacity as soon as possible. 

Case studies make relevant and effective onboarding materials. 

Through customer success stories, your new staff members can understand your business and the problem you solve better. 

And see themselves as part of the solution that creates positive change in this world. 

Such training not only helps get your employees up to speed with your business; it also keeps them engaged and strengthens their loyalty.

How to maximise impact:

Encourage your employees to share your case studies with their leads, customers and social networks, and to include links to case studies in their email signatures. 

Pro tip:

Don’t stop at employee onboarding; keep your employees updated whenever you produce new case studies. 

9. Inform customer research with your case studies

During the process of creating your case studies, you have opportunities to reengage with your current or past customers who have agreed to be featured.

Take advantage of the research interviews with these customers to get deeper customer research.

How to maximise impact:

Use the voice-of-customer data and feedback from your interviews to inform your positioning, messaging, product development, content strategy and more.

Pro tip:

Capture as many good quotes as possible during your interviews. While you’re getting your customers’ approval for your case studies, get approval for the use of these quotes at the same time. So you have ready content for social posts and other marketing materials.

Final thoughts

It makes perfect sense to adapt your case study content into multiple formats and distribute it across different channels.

By doing that, you save time and money. You also reinforce your messages, maximise your visibility and build your prospects’ trust.

Now that you’ve got 18 ideas on getting the most out of your case studies, it’s your turn to put them into practice. [ICYMI, the other 9 ideas are in this post.]

And here’s a checklist to help you keep on top of things.

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