Almost everyone seems to agree that case histories are one of the best, if not the best, type of marketing content. Their credibility is unmatched, and they offer the additional benefit of being frequently solicited by publications and blogs as editorial content. A recent CMI and MarketingProfs study on B2B content marketing trends rated case histories as one of the top four most effective tactics among those who use them — with 70 percent of users rating them effective or very effective (an increase of 32 percent over results from 2010).
Yet, when you ask B2B companies if they do case studies, a surprisingly large proportion will answer: “We’d like to, but our customers won’t agree to work with us on them.” Here are some ideas on how to overcome this problem.
