The information age has come a long time. People live in conditions of excess data. In addition to advertising deafness, a person is formed with information deafness: he learns not to react to messages that attack the brain every second through gadget screens, frendlents, mail, radio speakers, signs on citylights and dozens of other channels. This is a real disaster for internet marketers. They find it difficult to attract and retain the attention of potential and existing audiences.
VelikaPlaza also encountered this problem. Readers greeted the first adapted materials from the bourgeois about content marketing and SEO. But pretty quickly their audience outgrown. In the comments to the posts there appeared categorical conclusions: they say, Fishkin’s chips work only in the West, and they both buy links and buy from us. Therefore, they say, it is better to read "serch", and not "Texterra". To solve this problem, we began to publish our own cases. As it turned out, the content of this type solves two problems. First, it successfully attracts and holds the attention of even spoiled users with an excess of information. Secondly, it can be presented as a social proof: white internet marketing is working, here are the cases, but if you want, read on and get the money spent on old-school SEO.
Why is it important to publish cases
A case study or case study is a way of presenting information, built on the analysis of specific problems and ways to solve them. It is believed that for the first time it was used at the Harvard Business School at the beginning of the 20th century as a didactic method. In theory, case publications provide businesses with a number of benefits and advantages, among which the following should be noted:
- Cases confirm the correctness and demonstrate success. They act as social evidence, show the capabilities of the selected tools and approaches to work, confirm or refute hypotheses.
- Cases teach the audience. More importantly, they teach the publisher. To create a case, you must conduct a particular study, study and analyze the data, evaluate the results of experiments. Of course, you know that educational content is one of the whales of content marketing.
- Case study draws extra attention to your business or your clients business. Imagine that you have increased the attendance of the client site from 100 to 1000 "unique" per day. It's time to write a case, refer to the site being promoted and make its owner consider you the supreme guru of Internet marketing. After all, if the case is popular with your audience, the client’s site will constantly receive additional visits.
- Cases are one of the particulars of storytelling that helps to keep the attention of the audience and forms loyalty.
- A very important benefit: in Internet marketing, to create a case, you will not need anything other than access to analytics systems. You can skip the most laborious stage of creating content: collecting and studying information. True, it will have to be replaced by data analysis.
To the listed benefits you can add a couple dozen of theoretical advantages. But you want practical information, confirmed by facts, right? And you can confirm the benefit of publishing case with the help of a new case. In it you will find the results of a comparison of the effectiveness of seven cases published on the Texterra blog with the effectiveness of seven non-case articles, or with the effectiveness of our content in general. For the purity of the experiment, the cases involved in the comparison were chosen arbitrarily. Here they are:
- Case to promote the site "Eat at home."
- Case about the tool to reject links.
- Case about traffic to the site of legal topics.
- Case to promote the site shop curtains.
- Case about disabling invitations.
- About the withdrawal of the site from the "Penguin".
- About testing service Chaser.
The effectiveness of cases was compared with the effectiveness of articles published directly in front of them:
- How to evaluate the prospects of an online project.
- Why social networks harm business.
- How to sell using content.
- 15 ideas of split tests for mailing.
- How to effectively use LinkedIn.
- How to use the Pepper service.
- "VelikaPlaza" against all.
We used the following groups of metrics as criteria for comparing case performance and all publications on the Texterra blog:
- Attendance. Here, the effectiveness of a case study was compared with the effectiveness of seven articles published before each case.
- Page view duration and bounce rate. In this case, the effectiveness of the cases is compared with the effectiveness of the seven articles published in front of them, as well as with the effectiveness of the content on the Texterra blog as a whole.
- The response of the audience: the number of distributions and comments on articles. Here the cases are again compared with the effectiveness of the articles published in front of them.
- Business efficiency. It is about the effect of cases on sales.
Data for comparison of online metrics obtained using Google Analytics.
Comparison of attendance cases and other articles in the blog
For comparison, the effectiveness of cases and other articles used the total attendance for the last month of seven articles describing the case study, as well as seven articles published in front of them. The results are presented in the table.
Over the last month, cases received more than twice the number of unique views than articles published in front of them. It should be noted that almost 3000 views were provided by a recently published case about promoting the site of the project “Eating at Home”. Nevertheless, the fact is obvious: the audience is more interested in cases than articles.
Three cases and three articles participated in the assessment of attendance of cases and articles by source. These are cases about the promotion of the website "Let's eat at home", about testing the Chaser service and about withdrawing the website from the "Penguin" filter. Selected articles include the publications "VelikaPlaza against all" and "Evaluation of the prospects of an online project." Also voluntarist decision, we have included in the selected materials a list of the top 100 books on internet marketing.
The following metrics were used as evaluation criteria: the average number of transitions from social networks in the first week after publication and the average number of unique visits from search engines over the last month. The results are below.
The data turned out to be informative, despite the assessment of the effectiveness of only three articles and three cases. First, the results were influenced by the anomalous indicators of search traffic of an article on the promotion of the Eat at Home site. She provided about 80% of referrals from search engines for three cases in the last month. Due to this, the average attendance of cases turned out to be approximately equal to the same indicator for articles.
If you count the search traffic without taking into account the most popular case “Eat at home” and the most popular article “100 books”, the search traffic of regular publications is more than twice the search traffic of cases. This is easily explained: case study articles are very specific. They describe working with tools known to a limited circle of specialists. Regular publications are devoted to more general topics, so they collect more visits from the search.
Secondly, the practically double difference between the social traffic of cases and articles is also explained by the specificity of cases. Users of social networks are more likely to look through the program article "VelikaPlaza against all" or the article-list of books than interesting cases about the Penguin filter or the Chaser service to experts.
The question remains: how did cases get twice as many views as articles, regardless of traffic sources? The answer is hidden in the methods of analysis. First, the metrics of seven cases and seven articles were taken into account in calculating the total attendance, and only three cases and three articles participated in the calculation of traffic by source. In the latter case, the role of anomalies increases. Secondly, the analysis took into account the traffic from social networks only for the first week after the publication of the article or case. It may be that case studies take longer to collect visits from social networks. To do this, they must be read, evaluated and distributed by reputable users.
Behavior Metrics Comparison: Session Duration and Failure Rate
For clarity, the behavioral metrics of the cases were compared with the behavioral metrics of the seven articles published in front of them, as well as with the average metrics of all the pages of the Texterra site. Here are the results:
It is worth noting that articles bypassed cases by an average duration of views of 29 seconds due to an anomalous indicator for one of the materials. Over the last month he received less than 10 visits, while their average duration was high. Without this article, cases and articles would get approximately the same duration of sessions.
The average case failure rate was significantly lower compared to both articles and site content in general. We do not use the updated bounce rate in Google Analytics, so the system counts on the refusals of any length of visit, during which the user did not open at least one additional page. This means that case studies significantly improve the site’s behavioral metrics. They encourage the user to make transitions and study published content.
Audience Response Comparison
You can estimate the response using quantitative metrics: the number of distribution of materials and comments to them. All 14 materials noted above participated in the comparison. Here are the indicators:
Cases and articles received approximately the same number of distributions. According to this indicator, the effectiveness of these types of content can be considered the same. Pay attention to the average comments: case study materials received almost twice as many messages as articles. If you do not take into account the abnormally high number of comments on the article "VelikaPlaza against all", the difference in performance will be even more significant. Thus, cases can be considered a more effective tool for engaging users and stimulating the creation of user-generated content.
In this section there will be no comparison of metrics, accurate data on applications received and payments. Take a word: cases perfectly generate sales. This is natural, since the case study clearly shows how the company works, and how it solves what problems. As noted above, case studies act as social evidence that brings approval and distribution, engages the audience in the interaction and generates real deals. Want examples?
Here is an assessment of the case study about the promotion of the website “Let's eat at home” by Anatoly Denisov from CMS Magazine - one of the most respected and readable industry web publications.
Case was appreciated not only by professionals in the field of Internet marketing. Here is the reaction of a user who did not work in our field, but knows a lot about business.
Want to make sure that cases generate bids? You are welcome.
And here is a fragment of a conversation with a client who turned to Texterra after the publication of the case. The man says that he was impressed by the results of the agency’s work with the site “Eat at Home”, so he became interested in cooperation.
If you are not yet publishing cases, start doing it immediately.
Cases provided a two-fold difference in the number of page views compared to regular articles. Descriptions of case studies primarily attract the attention of specialists in the field of Internet marketing and potential customers. It can be said, cases stimulate the growth of targeted traffic in the square.
Cases are guaranteed to improve the site’s behavioral metrics: average browsing time and bounce rate. What does it mean? First, case studies stimulate an audience to browse more pages on a site and study content more carefully. Secondly, the improvement of behavioral metrics is an important signal for search engines.
Descriptions of work situations increase audience engagement. Users are more willing to discuss publications. It provides loyalty and contributes to the creation of custom content. Finally, case studies generate leads and drive sales. With their help, you can show the goods face, and it guarantees real transactions.
Are you convinced of the need to publish cases? Share your opinion in the comments.