5 Content Marketing Case Studies That You Can Take Inspiration From

Case studies are a highly effective content marketing tool that can help you nurture readers through the middle of the funnel (MOFU) and bottom of the funnel (BOFU). This long-form content style is gaining prominence, with more B2B marketers recognizing its value. According to Hubspot’s 2021 State of Marketing report, over 30% of marketers now prioritize case studies as a primary marketing medium, a significant increase from 13% in 2020.

In this article, we’ll share examples of five B2B brands that have leveraged content marketing effectively to achieve their goals.

But before that, let’s understand what content marketing case studies are and why they are important for marketers and businesses alike.

A well-crafted case study highlights a brand’s challenges and how a product or service helped solve those challenges. The case study then concludes with the measurable positive impact of the product or service on the brand by means of metrics and statistics, including click-through rate (CTR), website traffic, or sales.

While case studies are commonly product or service-focused, businesses sometimes leverage them to share their brand or founder story. Having said that, let’s take a look at the best content marketing case studies that will inspire your brand’s marketing strategy.

Case Study 1: SAP

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SAP is one of the world’s largest enterprise software companies that provides ERP, cloud computing, data management, and other software applications. The company operates across a myriad of industries worldwide, including automotive, banking, CRM, and finance. With over 425,000+ customers in over 180 countries, running a content marketing strategy that connects with SAP’s audience is no easy task.

However, SAP embraced this challenge, developing a tailored content marketing strategy that catered to the unique needs of 19 distinct customer segments while maintaining a consistent brand identity.

Strategy

In addressing the diversity of their clients, SAP crafted a strategy that involved tailoring messaging for each industry around themes like digital transformation. This approach allowed SAP to resonate with each customer’s audience, demonstrating the tangible benefits of their solutions through relatable examples.

To make content easier for diverse personas, SAP’s campaigns featured a diverse range of content types, including:

• Email
• Tweets
• Blogs Posts
• LinkedIn Status Updates
• Posts on the SAP Community Network
• Radio Ads
• Virtual Events
• In-person Events
• Outbound and Responder Follow-up Calls
• Account Based Marketing (ABM)
• Individual Account Meetings

Results

The results of SAP’s meticulously crafted content strategy were impressive. Marketing Generated Opportunities (MGO) reached $3,675,000, signifying new opportunities created from marketing leads accepted by sales. The Marketing Touched Pipeline (MTP) stood at a whopping $50,037,709, encompassing all open opportunities with at least one qualifying marketing activity post-opportunity creation.

SAP’s case study showcases the power of a customized and diverse content marketing strategy. By aligning content with specific customer segments and leveraging a spectrum of communication channels, SAP not only demonstrated the efficiency of its solutions but also generated substantial business opportunities and revenue.

This success story highlights the importance of tailoring content to diverse audiences in the ever-evolving landscape of content marketing.

Case Study 2: Walmart

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Walmart is one of the world’s largest retail companies. It was established in 1962 by Sam Walton. The company is renowned for its commitment to regular discounts and friendly customer service. As of 2023, Walmart has more than 10,600 stores and clubs spanning 24 countries.

With a customer base of over 100 million, Walmart’s strategic focus has been on global expansion, especially in large cities.

Strategy

Walmart’s continued success lies in its marketing strategies focused on the theme of “everyday low prices.” Operating on a cost-leadership model, Walmart ensures substantial profits by offering customers lower prices facilitated by bulk purchases. This strategy resonates seamlessly with Walmart’s core principle that places the customer at the center of its operations.

This customer-centric approach extends beyond direct sales to consumers; Walmart also provides services to other businesses. The company’s strategy has been strengthened by 28 acquisitions, the most notable being Flipkart in India. The acquisition not only broadens Walmart’s global reach but also taps Flipkart’s leadership in key market segments, its payment platform, and a talent pool that enhances Walmart’s competitiveness in the dynamic Indian e-commerce industry.

Results

Walmart’s strategic approach, anchored in everyday low prices and a cost-leadership model, has propelled the company to the forefront of the retail industry. The acquisition of Flipkart in India highlights Walmart’s commitment to global expansion as it strategically taps into emerging markets, diversifies its offerings, and strengthens its position as a retail giant.

Walmart’s success story is a testament to the enduring value of customer-centricity and a well-executed cost-leadership strategy in the ever-evolving retail landscape.

Case Study 3: Salesforce

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Salesforce is a prominent US-based software company specializing in Customer Relationship Management (CRM) applications focused on marketing automation, customer service, analytics, and application development. Beyond software, Salesforce specializes in creating web series and live-streaming initiatives, complemented by thoroughly researched reports offering valuable sales and marketing insights.

Despite its global dominance, Salesforce faced challenges in maintaining consistent traffic and leads. To address these challenges, they had to change their content marketing strategy to boost search drastically and paid traffic sources.

Strategy

Salesforce’s campaign theme focuses on maximizing organic viewership and engagement. The company prioritizes reaching the right audience at the right time, aiming to position itself as a trustworthy and authoritative source of data. The overall goal is to get noticed and establish Salesforce as a go-to resource for industry insights.

Results

The global success of Salesforce is apparent in the substantial spikes in LinkedIn engagement, reflecting heightened interest and interaction. Additionally, the company achieved a 20% increase in report downloads. These results solidify Salesforce’s foothold in the marketplace, showcasing its ability not only to captivate audiences but also to convert engagement into tangible results.

Salesforce’s strategic campaign approach highlights how a well-positioned and authoritative brand can thrive in the dynamic landscape of software and CRM applications.

Case Study 4: Microsoft

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Microsoft, a USA-based technology company, excels in software development, cloud computing, and related services. Since its establishment in 1975, Microsoft has maintained unparalleled leadership in operating systems. Embracing the slogan, “Your potential our passion,” Microsoft currently stands as the third-highest globally valued brand.

Strategy

Microsoft strategically employs the STP model—Segmentation, Targeting, and Positioning. This model allows them to accurately segment the market, enabling targeted promotion of their diverse products.

A significant aspect of their marketing strategy is their strong digital presence, emphasizing all social media platforms. Microsoft effectively engages with its audience by promoting products tailored to specific market segments.

Results

Microsoft’s foray into social media proved to be a successful strategy, particularly resonating with the urban population, turning them into a substantial and captive audience for the company. This success is quantifiable through impressive figures, boasting 3.2 million followers on Instagram and over 14 million followers on Facebook.

The company’s dynamic presence across social media platforms plays a key role, leveraging algorithms for image and video sharing. This strategic approach not only significantly expands Microsoft’s reach but also ensures a continuous inflow of new followers.

Microsoft’s success in leveraging social media highlights the effectiveness of a well-implemented STP model and a robust digital marketing strategy in the technology sector.

Case Study 5: Animalz

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Animalz is a premier content marketing agency catering to enterprise companies, specializing in crafting “bottom of the funnel thought leadership” articles strategically designed to generate leads and close deals. For example, take this detailed piece on Twitter thought leadership.

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Animalz stands out distinctively by introducing fresh and original tips, such as strategies for building equity in a personal brand, to foster the growth of your Twitter followers.

When you share this kind of content, it helps build trust and shows that your brand knows its objectives. It also sets your brand apart by sharing its own unique viewpoint, making your position in the market even stronger.

In contrast to competing articles that often echo generic points like “curate and share third-party content—duh!” a quick search reveals Animalz’s unparalleled approach, setting them apart by a considerable margin.

Strategy

Animalz creates weekly blog posts tailored specifically for marketers within SaaS firms. The company’s strength lies in delivering data-driven and in-depth content that precisely caters to its target audience.

The effectiveness of their approach lies in their endless commitment to taking a stand. Drawing insights from years of hands-on experience with clients spanning diverse industries, the Animalz team has established itself as the go-to source for content marketing among content leaders who value steadfast expertise.

Results

The agency’s content benchmark report analyzed 150 million pageviews from SaaS blogs throughout the year, resulting in a substantial 6,000-word article. Such thought leadership pieces contributed to the team earning over 5,500 inbound backlinks. This strategic effort ensures that when potential customers search using keywords related to SaaS content marketing, the Animalz website consistently appears on the first page of Google.

Key Takeaways

Draw inspiration from these compelling case studies and integrate strategic approaches into your content marketing endeavors for optimal results. For example:

1. Take note of SAP’s playbook by crafting tailored strategies that resonate with the unique needs of diverse audience segments, ensuring your content speaks directly to your target market and audiences.
2. You can imitate Walmart’s success by prioritizing customer-centricity, implementing strategic pricing, and delivering services that truly satisfy your customers.
3. Salesforce emphasizes the need to embrace change—be adaptable and willing to revamp your content marketing strategy to stay ahead in the dynamic business landscape.
4. Microsoft’s social media success highlights the impact of a robust digital presence; consider implementing a well-executed STP model and a comprehensive digital marketing strategy to enhance your brand’s visibility.
5. Lastly, follow Animalz’s example by fostering originality in your content creation, introducing fresh perspectives, and positioning your brand as a trusted and innovative source within your industry.

By applying these strategies, you can elevate your content marketing game and drive meaningful engagement with your target audience.

So, What Should Be Your Next Case Study?

If you want to create a compelling marketing strategy, you need to inspire and educate potential buyers through your thought leadership content. Think about the problems that your product or service already aims to solve for customers. Then, turn that into relevant content that’s going to both save time and inform your audience to make it easy for them to access it.

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