case study content strategy

An ebook here might dive deeper into a particular problem and solution options and include templates or calculators.

[Lastly,] ebooks further down the funnel should become more personalized and offer more sales content. Comparison guides or an ebook of case studies are beneficial for prospects at this stage."

Ebooks are the next step in the inbound marketing process . After reading a blog post, visitors might want more information.

This is where calls-to-action (CTAs) come into play, directing people to a landing page where they can submit their contact information and download an ebook to learn more valuable information for their business.

In turn, the business producing the ebook has a new lead for the sales team to contact.

Featured Tool: 18 Free Ebook Templates

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• Case Studies

What are Case Studies in Content Marketing?

What role can a case study play in content marketing, 8 ways case studies fit into your content marketing strategy, use case studies to reach and win your target audience, where do case studies fit into your content marketing strategy.

• Case studies go more in depth than reviews and testimonials, describing how you addressed a challenge head-on by offering a solution that empowered your client to achieve positive results.
• Your target audience should see themselves as the protagonist (hero) in your stories. Creating deep connections with people will help them remember you better.
• Case studies can help your business generate leads, educate consumers, boost your credibility, and display your success.
• You can incorporate case studies in content marketing in a myriad of ways. Place them in strategic locations and repurpose them to get in front of a larger audience.
• Introduce the client, and give some background about their situation.
• Present the problem or challenge the client is facing.
• Share the specific solution your offering provided.
• Describe the outcomes your offering helped the client achieve.
• Start with an attention-grabbing title.
• Include visuals (like graphs, charts, quotes, and other graphics) to engage readers.
• Explain how your solution to the problem led to tangible results.
• Don’t forget to include a strong call to action at the end to encourage readers to work with you so they can achieve similar results.

• Position your business as an industry leader.
• Educate consumers on the value your product or service offers.
• Empower your sales and marketing teams to share real client success stories and understand how their efforts affect positive change.
• Guide prospective customers through the buyer’s journey.
• Generate quality leads.
• Display your success in a powerful way that connects with people and proves your value.
• Boost your credibility.
• Share your brand values and purpose with your target audience to connect with them on a deeper level.

1. Add Case Studies to Your Website

• Publish customer testimonials that link to more extensive case studies.
• Add clear calls to action that guide visitors to specific case studies.
• Add a slide-in CTA that discreetly pops up and leads visitors to a popular study.
• Use smart content to present personalized case reports to visitors based on their needs.

2. Equip Your Sales and Marketing Teams

3. Incorporate into Email Marketing

• Lead-nurturing campaigns: If you have an industry-specific case study, you can segment your email list to share the content with those working in the industry. They will relate more closely to the challenges the protagonist faced. Sending more personalized and relevant content can be a highly effective way to nurture leads through email. It can also help you diversify your content to reengage cold leads or an unresponsive audience.
• Newsletters: Prove to your regular newsletter audience that you value your customers. Sending them occasional case studies highlighting individuals who love your brand and have greatly benefited from your offerings will stand out. You will also help contacts feel like they’re part of a valuable community.
• Email signature: Have your sales team add a link to your most impressive case study.

4. Repurpose for Video Marketing

5. Add to Your Blog

6. place on landing pages, 7. share on social media channels, 8. turn case studies into ebooks, subscribe for weekly updates, related posts.

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About the Author - Michael Brenner

Michael Brenner is an international keynote speaker, author of " Mean People Suck " and " The Content Formula ", and Founder of Marketing Insider Group . Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.

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.

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:

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

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

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.

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.

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

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.

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.

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

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.

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.

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

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.

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.

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.

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 :

• 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 .
• You can imitate Walmart’s success by prioritizing customer-centricity , implementing strategic pricing, and delivering services that truly satisfy your customers.
• 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.
• 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.
• 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.

Looking for high-quality writing services ? Look no further because Pepper Content is here to take care of all your content needs. Contact us today to convert your prospects into customers!

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5 Content Marketing Case Studies You Can Learn From

by Katy French

We’ve been in the marketing game for over a decade , and we’ve seen it all: the trends that come and go, the startups meant to be the next big thing, and a couple of economic downturns. But one thing has stayed the same: the best way to get real results that you can measure—and brag about—is to approach marketing with a clear strategy and a deep understanding of your market and audience. How do we know? Because we’ve helped our clients win in big ways with this philosophy, no matter their industry or challenge. But we don’t gatekeep successful strategies for our clients only. We want to see more good marketing in the world, so today we’re breaking down some of our best content marketing case studies, sharing our approach, and offering helpful takeaways you can use to win too.

How do you navigate problem-solving? Market competition? Stagnancy? Here’s how we helped five brands face their challenges head-on—and get great results. 

Case Study 1: Bloomreach’s Paid Media Strategy Beats Goals by 30%

The challenge: Bloomreach is a platform that personalizes the e-commerce experience. To scale, they needed to grow both brand awareness and brand equity among new audiences, so they approached us to create their first-ever brand campaign around a single idea: “Be Limitless.”

What we did: To start, we built out a multi-channel paid media strategy to engage the right audiences on the right platforms. Our goal was to deliver the “Be Limitless” messaging across as many channels as possible while maximizing spend and increasing ROI. 

To do this, we focused on specificity. By using geofencing, historical data, and targeted job titles to segment the exact audiences Bloomreach wanted to reach, we could concentrate our efforts and tailor our approach to each channel/audience. 

We partnered with specialized vendors to deploy the campaign across a multi-channel buy, including digital channels, connected TV, programmatic channels, podcasts, and more. But we didn’t set it and forget it (a common mistake we see marketers make). To maximize spend, we used a test-and-learn approach, continuously testing and iterating campaign content to improve results in real-time.

With this approach, the campaign was a measurable success. 

• 10% of target account list moved from ‘unaware’ to ‘aware’
• 13 million impressions (beating campaign goal)
• $10 average CPM
• 429,000 completed audio listens at an average cost of $0.03 (vs. national average $.02 – $.05)

The takeaway: If you want to connect with your audience, segmentation is key. (See our guide to identifying your audience if you’re not exactly sure who your audience is or what they want.) Once you have a clear understanding of their drivers, you can i dentify the best distribution channels and test messaging

Case Study 2: VideoAmp’s Site Rebrand Increases MQLs 850% in One Month

The challenge: VideoAmp is a software and data startup. After raising Series C funding, they needed to position their brand for growth. However, their site did not tell a compelling brand story to engage visitors.  

What we did: To change the narrative, we created a UX-optimized website to communicate their refreshed brand story and make their brand stand out in a competitive market.

However, before we drafted any website wireframes, we needed to dive into the core of their story, so we revisited VideoAmp’s brand strategy to clarify goals, understand their brand heart, and craft fresh messaging. 

To bring the brand to life on the site, we crafted a clean and sophisticated aesthetic with a black-and-white color palette punctuated by intentional uses of color. We also incorporated animated visualizations to add movement and excitement, emphasizing VideoAmp’s focus on data-based solutions. 

With a streamlined story brought to life through a cohesive visual identity, VideoAmp made it easier for site visitors to understand what the brand does and why it’s different.  Once launched, it was clear the fresh website delivered the desired results, helping VideoAmp garner:

• 850% monthly MQL increase (goal was 200%)
• $1.4 billion funding (raised since the web relaunch)
• 2 awards (Awwwards Honorable Mention and a Mobile Design Excellence Award)

Although most people consider a website redesign to be a purely aesthetic endeavor, VideoAmp’s case study showcases the importance of distilling a brand story and bringing it to life through every tool: words, design, and UX.

The takeaway: Your brand heart is the foundation of your entire brand story, so it’s crucial to have clarity and alignment about who you are and what you do. See our guide to find your brand heart (including purpose, vision, mission, and values), then look for ways to turn your heart into content that communicates your core story. 

Case Study 3: Dropbox’s Talent Campaign Increases Market Perception by 7%

The challenge: Dropbox is a reliable, private, and secure file-storing service that lets millions of people store their most important content. They are constantly creating new and exciting products to expand the brand, but they need an ever-growing team of employees to help them scale. Unfortunately, in the competitive tech landscape, attracting top talent is harder and harder. 

What we did: If you want to attract the best and brightest in your field, you need to tell the story of your employer brand: What are the benefits of working for you? What is your culture like? Why is working for you different than working for your competitor? To uncover this information about Dropbox, we embarked on an extensive research journey to understand employer brand perception from both inside and outside the company. This included an audit of their current perception, as well as surveys of current and even former employees to understand what differentiated the brand (according to the people who work there). 

This helped us uncover a key narrative: “We believe the world can work better.” With this foundational idea, we built out five key messaging pillars to build content around. Through multiple channels, we deployed a campaign to highlight Dropbox’s mission-driven culture of autonomy, flexibility, and diversity.

This revamped employer brand story proved to be a massive success, helping Dropbox plant its flag as one of the best brands to work for, as demonstrated by:

• 7% increase in market perception
• Named #1 Best Place to Work Remote (according to CBS News)
• 4.5 Glassdoor rating (up from 3.7)
• 2:32 min Average Session Duration on the jobs site

The takeaway: Understanding and leveraging your unique strengths and values is the secret to attracting the right people. But to effectively articulate this, you need to build out a strong Employer Value Proposition. See our guides to distill your EVP and translate it into unique content across channels . (For more details about this particular case study, find out what you can learn from Dropbox’s campaign .)

Case Study 4: Teach For America’s Paid Media Campaign Surpasses Goals by 124%

The challenge : Teach for America is an organization that finds outstanding leaders to teach in low-income schools, but they have struggled to recruit more teachers— falling short of their goals for seven years. To turn things around, they asked us to help enhance their paid media outreach strategy. 

What we did: TFA had a sizeable budget of $1.2 million. But in any paid media strategy, it’s not about the budget; it’s about optimizing that budget to reach the right people. 

We started with a research phase to review previous campaign results, audience analysis based on past performance, media vendor information, and TFA historical application data. This information helped us make more informed decisions about budget allocation and—most importantly—influenced an aggressive test-and-learn campaign. 

Like TFA, we know the value of education, so we ran tailored experiments to test, learn, and revise campaigns based on insights. By continuously testing and reallocating resources to the most effective channels, we maximized ROI and gained valuable insights for future campaigns, ultimately outperforming their recruiting goals by 124%. 

The takeaway: If you want to win, you need to adopt a data-driven and flexible approach. Set up short-term experiments to gather data, A/B test, and continue to iterate. AI tools can be a huge benefit here, as they can help you A/B test messaging to optimize your impact, build lookalike audiences, and more. If you haven’t experimented with AI, start with our ultimate guide to AI and download 75 free prompts to build an AI-driven content strategy .

Case Study 5: Course Hero Becomes an Industry Expert by Creating 600 Infographics

The challenge: Course Hero is an online learning platform that helps students access course-specific study resources contributed by a community of students and educators. To establish themselves as a trusted resource for students, they wanted to create a series of infographic study guides that distilled popular novels into single infographics. The problem? They wanted to create hundreds of them. 

What we did: All content takes effort to produce, but visual content at that scale can be a tremendous lift. Fortunately, having actually written a book on infographics , we knew how to scale production without sacrificing quality. 

To start, we developed a visual language and style guide to ensure quality and consistency for every infographic produced. We also established a core team and structured review process to maintain cadence, creating a well-oiled machine that would not be bogged down by unnecessary issues. 

Ultimately, this approach allowed us to create 600 infographic study guides for famous novels over the course of three years, driving healthy traffic to Course Hero’s site and earning thousands of shares and followers on social media (including n early 40,000 followers on Pinterest ).

Best of all, by creating this epic library of study guides, Course Hero was able to follow through on their brand promise in a tangible way by helping support students in their educational journey. 

The takeaway: In content marketing, consistency is the key to creating a relationship with your audience. You need to show up for them regularly to become a trusted resource. To do this, you need an optimized production process that ensures you can create a steady volume of quality content. We’ve made or witnessed just about every mistake in content creation , so we know exactly what pitfalls to avoid. See our guide to master content creation for our best tips to work quickly and effectively, 

How to Get Better Results from Your Own Content

We hope these takeaways have been helpful as you continue to pursue your content marketing efforts. Just remember: No matter how big your budget or team, you can only be truly successful with a measured, intentional approach.

• Start with your content strategy. Y ou need a documented content strategy to guide your efforts. (We’re always surprised by how many brands do not have a documented strategy.) To make sure your goals and team are aligned, use our free content strategy toolkit.
• Stay flexible. No strategy is set in stone. Although it’s important to have a documented plan, that plan may change. Review your strategy quarterly (at least) and update as you gain more insights from test-and-learn campaigns. 
• Use the right tools to work smarter. AI cannot replace marketers, but it can help you do your job more effectively. Learn about the many ways you can implement AI and explore the tools that may serve you. 

That said, don’t get discouraged if you continue to hit roadblocks. As industries change and markets shift, sometimes you need a little extra support to navigate challenges. If you’re looking for a partner, use our tips to find an agency with the right expertise (or find out what it’s like to work with us ). Whether you need help or not, remember that the most important trait you can cultivate is curiosity and a willingness to experiment. The more you try, the more you learn, and the more you’ll grow. 

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What Content Works Best for Early-Stage SaaS Startups? A Case Study

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If your SaaS content strategy follows the mantra "just post something and they'll come", you're probably in the same situation as the startup in this story. A content audit helped them understand why their content was performing so badly.

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When auditing your content, look for patterns that can indicate issues with your funnel and content-user fit.

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10 Case Studies That Show the Real Impact of Content Marketing

[Tweet “As these content strategy case study examples show, even one campaign can yield powerful results when properly executed and promoted.”]

It’s hard to gauge just how effective content marketing can be for a brand or business. Fortunately, we can look at content marketing case studies to fully understand the process and its value.

In the following case studies, you’ll see real examples of the positive impact content marketing can have on a variety of businesses.

Let’s take a look at how strategic content marketing helps our clients secure coverage on top publications, improve brand awareness and SEO, and build authority in an industry.

As these content strategy case study examples show, even one campaign can yield powerful results when properly executed and promoted.

Most Instagrammed Locations

We focused on geographic appeal for our campaign The Most Instagrammed Locations in the United States and Canada . By pulling data from Instagram’s API, we identified the places where people take the most Instagram photos. We turned this data into a series of charts (broken down by the type of place and the actual location where the photo was taken) and shared some of the best Instagram photos in the story.

The Strategy

We know that both the popularity of Instagram and the geographic angle of the campaign would attract attention. Audiences and publishers would be interested in seeing the most popular location in their state. We used this to help our promotion process and pitched publishers by highlighting information related to their state.

The Results

As predicted, the campaign caught the attention of local publishers . The content received regional coverage from Boston.com, the Chicago Sun-Times, The Palm Beach Post, and the Houston Chronicle, and it was even featured on many local television channels. It resulted in close to 40,000 social shares , a 40 percent lift in organic U.S. traffic , and 300 stories with placements on Yahoo, AOL, Business Insider, Fast Company, NBC News, Pop Sugar, The Daily Mail, and Today.

Perceptions of Perfection

For the Perceptions of Perfection campaign, we sent a photo of a woman to 18 freelance designers located worldwide and asked them to “Photoshop and retouch this woman to make her more attractive to the citizens of your country.” We then created a visual asset that showcased the original image along with the versions from each country’s designer.

Photoshopping and body image are hot topics that generate interest. So we built our campaign around those topics and paired them with unique, original visuals that weren’t available anywhere else. The campaign was emotionally compelling and told a story about the standards of beauty from countries around the world, all of which helped the campaign gain mass attention.

By creating a powerful campaign and targeting publishers that would be likely to share the story with their readers, we created ideal content marketing results. The story was picked up by nearly 600 publishers, including BuzzFeed and The Huffington Post. It was mentioned by celebrities such as Sofia Vergara and Lil Wayne and received more than 900,000 social shares and more than 700,000 page views on our client’s site.

Marvel Origins

Our Mapping Marvel Origins campaign for Movoto featured an infographic that presented the background stories of comic fans’ favorite characters. The map infographic connected popular Marvel characters to their homelands by showing their birthplaces across the world.

Marvel-based movies are leading box offices, and comic conventions are more popular than ever; we wanted to capitalize on those trends. We created a graphic that was appealing to comic book fans while remaining true to the client’s core offering of regional real estate information.

By using a popular trend as the central focus of this campaign, the content was shared 9,000 times and featured in 365 stories, including placements on Yahoo, Mashable, MTV, Mental Floss, and Nerdist.  

Average Faces

For our Average Faces of Drug Abuse campaign, we exposed the dangers of drug use in a graphic way. We curated 100 mugshots for each of six drug- or alcohol-related arrests. We then averaged the faces to create one image that would collectively show the physical results of using alcohol or the specific drug.

The six images were featured in a photo series that also shared information, facts, and stats about the dangers of drug and alcohol use.

Knowing that visuals are far more likely to catch attention than text-only content, we focused on creating strong graphics for this campaign. The client wanted to gain authority in the drug treatment industry, so we used an emotionally stirring photo visualization paired with educational tidbits that would get more attention than a lengthy copy feature.

The campaign resonated with high-authority publishers who were eager to share the story. It was featured in over 250 stories and shared almost 9,000 times , which helped the brand get the exposure it wanted.

Twitter Reading Levels

We curated external data to create the core of our Twitter Reading Levels campaign. Using Twitter’s API, we looked at over 500,000 tweets to analyze Twitter reading levels based on geographic location . We published our findings in a report that featured interactive charts of each state’s average reading level based on the language residents used on Twitter.

Curiosity and pride are two high-arousal emotions that often incite social sharing. So we created content that would trigger curiosity (people would want to know how their state-ranked) and pride (people would want to share their state’s results). Plus, we knew content tied to a geographic area would catch the attention of regional publishers.

The campaign was featured in 250 stories , including coverage in regional publications like AccessAtlanta.com, Austin360.com, and MyFoxTwinCities.com. It was shared more than 14,000 times and drove 31,600 page views on the client’s site.

Wealthiest People

For The Wealthiest People in America , we created a static graphic that displayed the richest person in each state. The campaign also featured an interactive infographic that put the wealth into perspective – it showed the gap between the richest person in the state and the state’s average resident.

Data on the wealthiest person in each state were used in infographics published by other brands. But instead of creating just another representation of this dataset, we paired our graphic with an interactive element that showed the data in context. By showing how the richest person in each state compared with the average citizen, we added an emotional appeal that increased interest and helped propel the campaign.

The content received 140,000 social shares and led to 1.4 million page views on the client’s website. The story was picked up by 130 publishers, including Yahoo, The Washington Post, and The Huffington Post.

Long-Term Content Marketing Case Studies

While one piece of content can create strong returns, publishing and promoting a series of content over time yields even greater results and a stronger foundation for lasting success.

Six Months: Fanatics

Fanatics, a sports e-commerce website, wanted to offer its audience more reasons to visit and engage with its brand. The client reached out to Fractl for help turning the site into an online destination for sports lovers by launching a blog, growing its audience, and attracting media coverage.

Fractl focused on helping the client achieve these goals over six months with the following strategies:

• Publishing timely, sports-related articles that would attract immediate attention during popular sporting events and seasons.
• Filling the site with evergreen articles related to historical aspects of sports that would provide value over time.
• Being acutely aware of trends and quick to create content that would maximize the big sports themes, match-ups, and player stories.

By publishing content related to both timely trends and stories with lasting value, we helped Fanatics become a web destination for sports lovers. The campaigns resulted in a 1,100 percent increase in organic search traffic and a 230 percent increase in the number of ranking keywords , and it led to features on popular sites like USA Today, MSN, Yahoo Sports, and The Score.

Six Months: Movoto

Real estate research and listing website Movoto wanted to improve its brand recognition, so the site teamed up with Fractl to drive traffic and earn links back to its on-site content.

To reach these goals, we created a strategy that focused on:

• Creating content around high-arousal emotions – such as curiosity, interest, and trust – that would be attractive to Movoto’s target audience.
• Creating campaigns in a variety of dynamic formats, such as motion graphics, interactive content features, mobile applications, and quizzes.
• Developing content that would be relevant to a wide audience by relating to pop culture and trends.

At the end of our engagement, Fractl helped Movoto establish a name, draw traffic and links back to the site, and build authority in the real estate industry. The campaigns resulted in more than 1.7 million social shares and over 1,700 publisher features on sites like MTV, Mashable, Yahoo, The Daily Mail, The Huffington Post, and more.

Nine Months: BuzzStream

When BuzzStream approached Fractl, it already had brand recognition within the industry but wanted to expand on past success and further establish itself as a leading authority in the SEO space.

We developed a plan that would position BuzzStream as a thought leader in its niche. The strategy focused on:

• Creating original research-based campaigns that would show BuzzStream as an authoritative source in the field.
• Creating evergreen content related to relevant keywords to improve BuzzStream’s visibility in search engines.
• Using gated content and optimizing on-site content for conversions so the site could develop lasting relationships with its audiences.

The partnership helped BuzzStream achieve the industry authority it was seeking. We published 19 research-driven campaigns that resulted in 320 featured stories and close to 66,000 social shares . The on-site content also helped improve website conversions as the client broke its record for new sign-ups.

Three Years: Recovery Brands

When Recovery Brands teamed up with us, it was relatively new in the industry. The alcohol and drug treatment resource website was entering a highly competitive space and was looking to boost traffic, authority, and visibility on social media.

We were on a mission to give the client the results it wanted with the following strategies:

• Producing research-heavy campaigns that were emotionally appealing and aligned with the company’s goals and mission.
• Using content mediums, such as crowd-sourced content, contests, quizzes, motion graphics, infographics , and mobile apps that would attract attention.
• Getting mass exposure by securing features on high-authority websites with large audiences and influence over other publishers.

Our approach to building authority for Recovery Brands worked. Our series of campaigns increased its organic traffic by 1,100 percent in one year and lead to more than 4 million page views . The campaigns attracted more than 12,500 featured stories and 1.2 million social shares .

Next Steps for Your Content Creation Strategy

These 10 content strategy case studies show how quality content creation and effective promotion tactics can create powerful results. 

Are you ready to use content marketing to bring your brand to new heights? Let’s talk .

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Lessons from the Field: Analyzing Successful Marketing Case Studies

Discover valuable insights and strategies from real-life marketing case studies in this informative article.

In the ever-evolving world of marketing, success stories serve as valuable lessons. Case studies, in particular, provide real-world examples and insights that can shape marketing strategies, campaigns, and tactics. They offer a window into the strategies employed by successful brands, allowing marketers to extract valuable insights and apply them to their own endeavors. In this article, we will delve into the importance of case studies in marketing, identify key elements of successful case studies, explore how to extract valuable insights from them, and discuss the application of those insights to improve marketing strategies.

Understanding the Importance of Case Studies in Marketing

Case studies play a vital role in the development of marketing strategy. They provide marketers with evidence of what works in real-world scenarios, allowing them to learn from others' successes and avoid their mistakes. Additionally, case studies offer an opportunity to understand the challenges faced by various organizations and how they overcame them.

The role of case studies in marketing strategy development

Case studies serve as a foundation for marketing strategy development. By analyzing successful marketing case studies, marketers can gain a deeper understanding of the tactics and approaches that have proven effective in the past. This knowledge enables them to make informed decisions and craft strategies that are more likely to succeed.

For example, let's consider a case study on a popular clothing brand that successfully launched a new product line. By examining the marketing strategies employed, such as influencer collaborations and targeted social media campaigns, marketers can draw valuable insights. They can learn about the importance of creating a buzz around the launch, leveraging the power of social media influencers, and engaging with their target audience in a meaningful way.

Furthermore, case studies provide marketers with a comprehensive view of the marketing landscape. They showcase different industries, markets, and target audiences, allowing marketers to broaden their perspective. This exposure to diverse case studies helps marketers identify innovative strategies and adapt them to their specific business needs.

How case studies provide real-world examples and insights

Case studies bring marketing theories and concepts to life by showcasing their application in real-world scenarios. They provide concrete examples of marketing strategies, tactics, and campaigns that have achieved measurable success. Whether it's a social media campaign that went viral or a targeted content marketing strategy, case studies offer a wealth of insights into what works and how it can be replicated.

Let's delve into a case study on a startup that successfully disrupted the market with a unique marketing approach. This case study highlights the importance of thinking outside the box and taking calculated risks. By analyzing the strategies employed by the startup, marketers can gain valuable insights into unconventional marketing methods that can create a buzz and differentiate their brand from competitors.

Furthermore, case studies provide an opportunity to learn from failures as well. By examining unsuccessful marketing campaigns, marketers can identify pitfalls to avoid and gain a deeper understanding of what does not work in certain contexts. This knowledge is invaluable in refining marketing strategies and avoiding costly mistakes.

Moreover, case studies offer a glimpse into the ever-evolving digital landscape. With the rapid advancement of technology, marketers need to stay updated on the latest trends and tools. By studying case studies that showcase successful digital marketing campaigns, marketers can gain insights into emerging platforms, innovative techniques, and effective ways to engage with digitally-savvy consumers.

In conclusion, case studies are an essential tool for marketers to enhance their understanding of successful marketing strategies and gain insights into real-world examples. By analyzing case studies, marketers can make informed decisions, craft effective marketing strategies, and stay ahead in the dynamic and competitive marketing landscape.

Identifying Key Elements of Successful Marketing Case Studies

To truly benefit from analyzing case studies, it is essential to identify their key elements. By understanding what makes a case study successful, marketers can find valuable lessons and apply them to their own marketing initiatives.

Case studies are a powerful tool for marketers to gain insights and learn from the successes of others. They provide a real-life example of how a marketing strategy was implemented and the results that were achieved. However, not all case studies are created equal. Some are more effective than others in conveying the key lessons and inspiring marketers to take action.

Defining the objectives and target audience of the case study

Successful case studies clearly define their objectives and target audience. These two factors shape the entire narrative of the case study, ensuring that it aligns with the intended lessons and resonates with the readers who can benefit from it.

When defining the objectives of a case study, marketers should consider what specific insights they want to gain and what actions they hope to inspire. This clarity of purpose will guide the selection of case study subjects and the analysis of their strategies.

Similarly, identifying the target audience is crucial for crafting a case study that speaks directly to the right people. Marketers should consider who will benefit the most from the lessons shared in the case study and tailor the language, examples, and recommendations accordingly.

Selecting the right case study subjects for analysis

The choice of case study subjects is crucial. Marketers should select case studies that closely align with their industry, target market, or specific marketing challenges they face. By analyzing case studies that are relevant and relatable, marketers can extract insights that are directly applicable to their own marketing strategies.

When selecting case study subjects, marketers should consider not only the industry or market segment but also the specific challenges or goals they are facing. For example, if a marketer is struggling with social media engagement, analyzing a case study of a successful social media campaign can provide valuable insights and inspiration.

Furthermore, it is important to consider the credibility and reliability of the case study subjects. Marketers should look for case studies that have been well-documented and have credible sources of information. This ensures that the insights gained from the analysis are based on accurate and trustworthy data.

Analyzing the structure and format of successful case studies

Case studies have a distinct structure and format. Successful case studies often follow a storytelling approach, clearly outlining the problem, the strategy employed, the tactics used, and the results achieved. Analyzing the structure and format of successful case studies can help marketers present their own strategies in a compelling and engaging manner.

When analyzing the structure and format of successful case studies, marketers should pay attention to the flow of the narrative. Is the story easy to follow? Does it build tension and create anticipation? Is the resolution satisfying? These elements contribute to the overall impact of the case study and can make it more memorable and persuasive.

In addition, marketers should consider the use of visuals and supporting data in successful case studies. Visuals such as charts, graphs, and images can help illustrate key points and make the case study more visually appealing. Supporting data, such as statistics and metrics, can add credibility and provide evidence of the effectiveness of the strategies employed.

By analyzing the structure and format of successful case studies, marketers can gain insights into how to present their own strategies in a way that captures the attention of their audience and effectively communicates the key lessons.

Extracting Valuable Insights from Marketing Case Studies

Once marketers have identified successful case studies, the next step is to extract valuable insights that can inform their own marketing initiatives. This involves examining the strategies employed, understanding the impact of market research and data analysis, and learning from innovative and creative marketing campaigns.

Identifying successful marketing strategies and tactics

Case studies provide an opportunity to identify successful marketing strategies and tactics that have proven effective in specific scenarios. By analyzing these strategies, marketers can gain inspiration and adapt them to their own campaigns to achieve similar results.

Understanding the impact of market research and data analysis

Market research and data analysis play a crucial role in successful marketing case studies. These studies often highlight the importance of gathering and analyzing relevant data to inform marketing decisions. By understanding how market research and data analysis contribute to successful marketing, marketers can leverage these tools to enhance their own strategies.

Learning from innovative and creative marketing campaigns

Successful case studies often showcase innovative and creative marketing campaigns that have captured audience attention. By analyzing these campaigns, marketers can learn valuable lessons about creativity, resourcefulness, and out-of-the-box thinking. These insights can then be applied to their own marketing initiatives to create impact and differentiate their brands.

Applying Lessons Learned to Improve Marketing Strategies

Deriving insights from case studies is only valuable if they can be effectively applied to improve marketing strategies. This involves implementing successful case study findings into marketing plans, adapting strategies to fit different industries and target markets, and measuring the effectiveness of marketing strategies based on case study insights.

Implementing successful case study findings into marketing plans

Successful case study findings should not remain mere insights but should be transformed into actionable plans. Marketers should incorporate these findings into their marketing strategies and campaigns, adapting them to suit their own unique circumstances. By implementing successful case study findings, marketers can increase the likelihood of achieving desirable outcomes.

Adapting strategies to fit different industries and target markets

While case studies provide valuable insights, it's crucial to adapt them to fit different industries and target markets. What works for one brand may not necessarily work for another. Marketers should carefully consider the nuances of their own industry and target market and tailor strategies accordingly. By intelligently integrating case study learnings with industry context, marketers can maximize effectiveness.

Measuring the effectiveness of marketing strategies based on case study insights

An effective marketing strategy is one that can be measured and evaluated. Once marketers have applied case study insights to their own strategies, they should establish clear metrics to assess their effectiveness. By measuring the impact of their strategies, marketers can continuously refine and optimize their marketing efforts based on the lessons learned from the case studies they have analyzed.

Storing Templates in the HIVO Platform

In addition to analyzing case studies for insights, marketers can also streamline their marketing processes by utilizing digital asset management platforms like HIVO. One valuable feature of HIVO is the ability to store templates.

Templates provide marketers with a consistent and efficient way to execute marketing campaigns. With HIVO, marketing teams can easily access and use pre-designed templates for various marketing materials, such as landing pages, social media ads, email campaigns, and more.

By storing templates in the HIVO platform, marketers can ensure brand consistency, save time on design iterations, and maintain quality control over the marketing materials. The ability to store templates simplifies the marketing workflow, enhances collaboration among team members, and allows for better scalability in marketing campaigns.

In conclusion, analyzing successful marketing case studies is a valuable practice for marketers seeking to improve their strategies. By understanding the importance of case studies, identifying key elements of successful case studies, extracting valuable insights, and applying those lessons learned, marketers can enhance their marketing outcomes and drive success in their campaigns. Additionally, leveraging digital asset management platforms like HIVO, with features such as template storage, can further streamline marketing processes and improve efficiency.

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Content Marketing Case Study: Canva Marketing Strategy Decoded

Democratizing design, empowering millions to become their own graphic artists, and the tool that started it all – Canva. While the world was tangled in the intricate skeins of Adobe, Corel, and other complex design software, Canva emerged as a user-friendly solution to make graphic designing easier for everyone. Today, it has grown into the  world’s largest female-founded and woman-led startup . But this success was not achieved overnight. It was years of strategic decision-making and a visionary approach to marketing that helped build this brand. Let’s put Canva marketing strategy into perspective.

Join us in this content marketing case study to unravel the key elements of Canva digital marketing strategy, which helped them acquire over  125 million monthly  active users across 190 countries. In the upcoming sections, we’ll also offer insights and lessons that might just inspire your own content marketing strategy.

TL;DR Here’s a quick video summarizing this content marketing case study on Canva

About Canva

Role of content marketing at canva, canva marketing strategy.

• Making freemium work

Canva Learn and Design School

• Canva’s content SEO strategy
• Canva on social media

Canva for Teams case studies

• Canva Creators and Affiliate Program

What we learned from Canva marketing strategy

Canva , the online tool for graphic design, was created to help people who didn’t have the necessary graphic design skills or resources to produce impressive visuals and graphics. It offers easy-to-use tools and a straightforward interface with a wide selection of templates, elements, free photos, fonts, and more. Users can design anything they imagine, from logos and brochures to social media posts, and save their designs in different formats and sizes.

The idea takes root

The idea for Canva was born when Melanie Perkins, a communications and commerce student in Western Australia, began teaching the basics of computer design to her peers for some extra income. It was during this time that she realized how complex and cumbersome graphic designing could be for a novice. The process involved several complicated software applications, which came with steep learning curves. Recognizing the need for simpler alternatives, she started her journey of making graphic design easier and accessible to everyone. Perkins first tackled the task of creating professional-grade yearbooks. In 2007, she partnered with Cliff Obrecht to launch a startup called Fusion Books, an online design system for yearbooks, which quickly became a huge success.

Canva’s launch in 2013

High on the success of Fusion Books, Melanie Perkins wanted to expand the business and make design universally accessible. She took her idea to Silicon Valley and launched Canva in 2013, with funding of $3 million. Ex-Google executive Cameron Adams joined her as a co-founder soon after.

The initial version of Canva showed that a basic, user-friendly design platform could be effective. Built on the foundation of Fusion Yearbooks, Canva quickly evolved into a full-fledged graphic design tool, challenging traditional, expensive design tools like Photoshop and Adobe.

This  Canva pitch deck  shows how Perkins identified the gap in the market and pitched her product as the ultimate solution.

Canva Pitch Deck – Gap in the market ( Source )

Canva Pitch Deck – Canva as the ultimate solution for every design need ( Source )

Today, Canva stands as a testament to Melanie Perkins’ vision of democratizing design. The company is currently valued at  $39 billion  and constantly growing and expanding its user base.

So, what led to Canva’s rapid growth? Of course, its unique product and business model were significant contributors, as there was nothing like it during that time. But Canva’s simple, yet genius approach to marketing also played a huge role in its success.

Canva’s marketing strategy is based on the ‘jobs to be done’ framework. They’ve understood that their customers are seeking to accomplish specific creative tasks with the product. And the best way to get them on board was to show them exactly how they could do that in the simplest way possible. This is evident from Canva’s homepage, which has not changed much over the years.

It starts with a simple question, “What will you design today?”

Canva Homepage

The homepage is simple and straightforward, highlighting the product to the visitors as soon as they land on the page. It educates and draws them in to explore further, relying on images, graphics, and minimalistic use of text to communicate.

For Canva, it’s all about simplicity. And this principle carries through in all its marketing strategies. The brand leverages several content marketing channels to encourage product adoption and increase brand reach –

• Social Media
• Affiliate Marketing

Canva has not only transformed the way we approach design, but has also set a gold standard for strategic content marketing. In this section, we’ll dissect the strategies and tactics that have positioned Canva as one of the leading SaaS companies today. Let’s start right from the top.

1. Making freemium work

Free features are a powerful marketing tool for SaaS businesses to grow and attract users without having to spend a lot of money on expensive advertisements. And Canva is probably the best example of a freemium marketing model that works.

Canva’s freemium strategy is a blend of both premium and free offerings. It gives users access to the basic features at no cost and offers some of its advanced features as part of the paid subscription. The free offerings are by no means mediocre. Users can still access most of its templates, elements, and features, and create beautiful designs. In fact, the free plan also comes with access to newly added AI-powered design features like Magic Design, Magic Edit, and Magic Write.

The freemium strategy works wonderfully in both customer acquisition and retention. It encourages ‘word of mouth’ referrals, helping Canva expand its user base. Many free users are also persuaded to switch to paid plans after testing out the product and seeing the benefits.

Another unique aspect of Canva’s freemium strategy is that it does not hide the premium features from its users on the platform. The brand lets its users try out some of these features (with restrictions). Some premium graphic elements, for instance, can be added to any design, but these elements have a Canva watermark, which can only be removed after the user upgrades to the paid account. This gives users a chance to see what they’re missing, luring them to upgrade to Pro plans.

A similar freemium model was seen in  Airtable’s content marketing strategy , where they offered their users a free plan to explore their tool. Airtable also recommended them the best templates to use through blog posts, which helped in converting the free users to paying customers.

2. Canva Learn and Design School

When any visitor navigates to the Learn tab from the Canva homepage, they’re presented with the Canva Learn blog and another one called Design School. The Learn blog consists of useful resources for design enthusiasts, on photography, marketing, branding, and design. It also has useful resources for teachers, students, and nonprofits. The Design School, on the other hand, is an educational portal that gives users access to thousands of articles and tutorials on using different features of the tool.

Canva’s blog was launched way back in 2014 and was instantly successful with the people. Canva’s Growth Head at the time, Andrianes Pinantoan, has written about Canva’s  blog growth strategy , explaining how they changed their strategy to grow blog traffic by 226.47%. Here is a brief overview of their blog strategy, as shared by Andrianes Pinantoan –

• Long-form blogs:  Canva found that the most successful blog posts were the long-form ones, and started investing in more long-form content.
• Leveraging different  blog writing formats :  They diversified their blog writing format and made it a point to produce different types of content, like interviews, listicles, and feature articles. They also made sure the monitor the success of these blog posts to understand the preferences and needs of their audience.
• More inspirational blog posts:  Inspirational-type blog posts were successful in getting more shares and signups. You can still see examples of these posts on their blog, like this one on  How Wonderbly sold 3 million books worldwide with no publishing connections .
• Design newsletter:  The Canva team also came up with a Design newsletter, which directed more traffic to the Design School blog and helped them get more subscribers.
• Tons of free resources:  Free resources offered by Canva are popular with both new and existing users.

Canva understands the value of its blog, not only for driving traffic but also as a valuable educational resource and a tool for lead generation. Take a look at this Canva blog post on  How design thinking is used to solve problems .

Canva blog post

It ticks all the boxes –

✅ Long-form

✅ Inspirational

✅ Educational

✅ Drives conversions/leads (with a pitch to Canva’s brainstorming tool)

What is most commendable is that Canva makes a genuine effort to guide and assist its users in making the most out of the tool. They come up with new and unique topics that could help people level up their design game. At the same time, they leverage  product-led content marketing  to effectively position their tool as the best solution for designing.

Another notable feature seen in both the Canva blogs is audience segmentation. The blogs are neatly categorized, which allows readers to easily navigate through the content and find what they are interested in.

We noticed something similar in our HubSpot  content marketing case study ,  ClickUp case study , and the one on  Monday’s content marketing strategy .

3. Canva’s content SEO strategy

If you’re looking to master  content SEO , Canva’s SEO strategy holds some valuable lessons. Here’s a breakdown of their content SEO strategy –

a. Value-added content to maximize product experience

Relevant, valuable, and high-quality content that addresses the needs of the target audience is an important ranking factor for search engines. Canva understands this very well. They focus on providing value-added content that empowers users to improve their skills, while also inspiring them to explore the full potential of the tool. This content strategy does three things for Canva –

• Reduces obstacles for novice users on the platforms, and assists others in completing their creative tasks more effectively.
• Indicates to search engines that the site provides a positive user experience, which helps improve Canva’s search rankings.
• Strengthens the brand and builds Canva’s authority in the industry.

b. Solution-focused keyword strategy

Canva strategically selects keywords that would target their intended users and align with their goals and desired solutions. This is where we circle back to their ‘jobs-to-be-done’ marketing strategy, as the keywords are based on the specific tasks people can accomplish using the product. Canva focuses on identifying the objectives of their users and then directs them to a dedicated landing page that offers the specific solution they are seeking. For instance, when you search for “how to design a logo” on Google, you’ll find a Canva landing page among the top results.

Canva in SERPs

This approach effectively positions Canva as a valuable tool that helps users accomplish their goals and also improves Canva’s conversion rates.

c. Building quality backlinks to improve domain authority

When you have a high number of websites linking back to your content, it can result in an improved search ranking and enhanced domain authority. But gaining backlinks requires a consistent, long-term investment, something which Canva has done beautifully. They have invested in specific, high-ranking landing pages to secure links from external sources. There’s also a team of outreach specialists at Canva who reach out to bloggers and content creators mentioning terms related to their product (like infographic templates, logo maker, etc.).

4. Canva on social media

Unlike many startups that heavily rely on paid advertising, Canva primarily banks on organic growth—by building social proof. Their gamble on this marketing approach has paid off, as Canva users have become active advertising engines for the product, spreading the word about the tool and sharing their designs on social. This marketing approach works as people are more interested in trying out a product when they see other people talking about it.

Canva user showing the Magic Edit feature in action

Canva also uses its social channels to deliver more value to its audiences, providing additional resources, tips, and tricks on designing. The brand does not create content for the sake of it; the carefully planned social media campaigns are based on strong concepts. And the content team tries out new and unique ways to communicate how easily everyone can design using Canva. They also make it a point to tailor their content strategy for the different social media platforms.

Canva on Facebook and Instagram

With over 2 million followers, Facebook is one of the biggest channels for Canva in terms of social media engagement. The content on this platform consists of a lot of images and short-form videos promoting the various use cases of their product, educating the users, and sharing news about upcoming events. The brand maintains an active presence on the platform by posting content consistently, and almost regularly.

Canva’s Instagram account is also quite successful, having over 1.5 million followers. The content on this platform is a lot like the one on Facebook, heavily focusing on fun and aesthetic visuals and reels to communicate with the audience. Canva also capitalizes on popular trends to introduce Canva to new users in a way that feels more natural. Beyond the usual educational and promotional content, they also post some community stories, where Canva showcases how different users benefited from using the product.

Community Story on Instagram

Canva’s YouTube channel

Canva’s YouTube channel has a different structure compared to its Facebook and Instagram pages. On those platforms, Canva shares a combination of informative, inspirational, and fun content. However, on YouTube, the focus is clearly on educating the audience. The brand tries to keep it as interesting and fun as the other channels, posting a combination of short-form videos (for YouTube Shorts) and long-form videos.

Canva’s YouTube channel almost feels like a video-based learning platform, offering a wide range of tutorials and design tips from experts. Canva makes it a point to provide valuable content to its audience without coming across as overly promotional. They have also organized their YouTube content into playlists, allowing viewers to quickly find what they need.

Canva YouTube playlists

Canva on Twitter

Canva uses this channel to engage its audience in a conversation. They post questions like –

• Describe the last thing you worked on in Canva in three words or less!
• Name your favorite Canva tool:
• How many designs do you think you’ve made in Canva?

The brand also uses Twitter to share memes, GIFs, and other relatable content with the audience.

We saw a similar strategy of connecting with the audience with relatable content in our case studies on  Pearler’s content marketing strategy  and  Chime’s content marketing strategy .

5. Canva for Teams case studies

Canva strategically integrates case studies into its content marketing approach to showcase the tangible impact of its product and services on various businesses and individuals. By crafting compelling narratives that highlight real-world success stories, Canva effectively demonstrates how its design tools empower users to create stunning visuals and elevate their branding.

These case studies not only provide insights into the creative process of organizations but also emphasize the versatility of Canva’s platform across diverse industries. There is also an option to filter the case studies by region and industry so that users can find relevant case studies for their niche.

Canva Case Studies: Filters for region and industry

Canva makes it a point to back these case studies with data to show the tangible benefits of using the product. For instance, this  case study on F45  showcases how this fitness brand improved its design efficiency with Canva’s help.

Canva F45 data-backed case study

6. Canva Creators and Affiliate Program

Canva has established a robust affiliate program that further extends its reach and engagement. By partnering with content creators who resonate with its design-centric ethos, Canva taps into a network of passionate advocates who promote the tool’s capabilities to their audiences. This helps Canva expand its user base and reinforce its brand presence in various online communities.

Besides the affiliate program, Canva also runs a Canva Creators program, which gives artists, illustrators, photographers, designers, and subject matter experts a chance to share their skills and knowledge on the platform. They also get to earn passive income in the process.

There are three options here for Canva creators –

• Template Creators (for graphic designers, desktop publishers, web designers, layout artists and art directors)
• Element Creators (for artists, illustrators, photographers, typographers, and videographers)
• Education Speciality Creators (for educational elements and resources on Canva)

Canva Creators program

Partnering with the creator community and affiliates ties in with Canva’s user-centric philosophy. It is an excellent way to build a community around the brand. It also fosters knowledge sharing and a collective sense of belonging, further reinforcing Canva’s brand loyalty. If you’ve read our  Etsy content marketing case study , the e-commerce brand also leveraged affiliate marketing for strategic product promotion.

Canva’s ingenious approach to content marketing has carved out a niche for this brand in the saturated SaaS market. Diving into their marketing tactics, we’ve extracted a series of lessons for anyone aiming to bolster their own content marketing strategy –

• A balanced freemium model can be a catalyst for both acquiring new users and retaining existing ones. By offering substantial value in the free version, you set the stage for word-of-mouth marketing, while also teasing the additional benefits of the premium offerings.
• Craft content with SEO in mind. Understand your audience’s search intent and create targeted, solution-oriented content that resonates with their queries.
• Focus on providing value to your audience, whether through educational resources, actionable tips, or fun, relatable content. Value-added content is the best way to attract new audiences and retain your users.
• Investing in long-form content, such as in-depth articles or tutorials about your product, can really pay off. This content tends to perform well with audiences, driving more traffic and engagement.
• Experiment with different content formats, including interviews, listicles, and feature articles. Content diversification keeps your audience engaged and caters to different preferences.
• Real-world success stories, backed by hard data, can elevate the credibility of your product or service. Case studies offer prospective customers tangible proof of your product’s benefits leading to increased trust.
• Engage your audience in conversations on social media platforms by asking questions, sharing relatable content, and embracing current trends. Make sure you tailor your content to each platform’s audience and keep engagement authentic.
• Affiliates, especially those who are industry experts or influencers, lend credibility to your brand. Their endorsement acts as a vote of confidence for your products, making potential customers more likely to trust your offerings.

Win at SaaS content marketing with Narrato AI

So, there you have it – the Canva marketing strategy decoded. A finely tuned orchestration of content creation, SEO, and community building. As brands and marketers navigate the content space, Canva’s experiences offer a roadmap of adaptable strategies. Their content marketing strategy offers invaluable lessons for businesses looking to grow and enhance their brand reach. But let’s not forget that replicating such success requires the right tools and resources. That is where  Narrato AI  comes in. This AI content workspace can help you streamline your content creation process from start to finish. With AI tools like  AI writer , AI  SEO content brief  generator,  AI image generator , and AI Chat Engine, you can boost your content marketing productivity by 2x and scale up your content creation efforts. The content workspace also offers several other tools for content planning, collaboration, and publishing, besides project and team management.

If you’re interested in learning how Narrato helped Park+ scale content creation by 6x and save 200 resource hours, check out this  case study . Another SaaS platform using Narrato for managing its content marketing efforts more efficiently is Rocketlane. You can learn more about their content strategy in this  content marketing case study on Rocketlane .

Emulate Canva’s strategic content marketing approach and unlock the potential of your content with Narrato AI.  Get started  today!

Akshita is a content creator, with a penchant for turning complex topics into engaging and informative articles. As a wordsmith with a knack for storytelling, she is constantly looking for an opportunity to create something new.

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Top 10 Compelling Content Marketing Case Studies

The World of Marketing is changing every hour! Trends, technologies, and consumer needs are constantly evolving. Staying relevant in such times is extremely important. And what better way to do that, than a super-strong content marketing strategy!

Content Marketing is not just confined to building trust, awareness, or engagement. Today it has become the new normal of the marketing world. Software companies have now positioned themselves as tech-educators through blogs, how-to videos, and informational guides. While global tech giants like Google have come up with free courses and certifications to educate their audiences in various domains from Digital Marketing to Artificial Intelligence. Such content is a great way to remain relevant, inform target audiences and convert potential customers into loyal ones. 

With the help of engaging Content Marketing Strategies, brands can highlight their business’s key services, strengths, USPs and drive brand utility in the daily lives of their customers.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Content Marketing Institute

It means qualitative, consistent, and relevant content drives the purchase decisions of the consumers and helps brands generate leads. Content can be generated in various formats such as blogs, newsletters, surveys, tool-reviews, e-books, quizzes, videos, giveaways, podcasts, or user-generated content.   

Why Content Marketing is Important? 

Here are the top three reasons why you should consider content marketing over any other marketing channel. 

1) For Building Trust and Brand Reputation

When consumers read about your brand, they tend to develop an opinion about you. If the content provided is valuable, educational, and engaging, consumers are more likely to invest in your products or services. Therefore articles or blog posts build trust and a good reputation for your brand in eyes of targeted audiences.

2) Helps Generate leads and Influencing Conversion Rates  

YES! content marketing is effective in generating leads too and also works well in improving website conversion rates. Improved conversion rates lead to a higher probability of increased sales.  

“According to 74% of companies surveyed, content marketing has increased their marketing leads, both in quantity and quality. “(Curata)

“Content marketing provides conversion rates about 6 times higher than other digital marketing methods.”(ABG Essentials)

3) Cost-Effectiveness  

If you aren’t already helping your brand with content marketing, it is high time that your brand starts. Invest time and money into content marketing to see cost-effective and better ROI on your marketing efforts. 

How about we take a look at some successful Content Marketing Case Studies to draw some inspiration. These Content Marketing Case studies will help you analyze the effectiveness of the strategy applied and help create better plans. Need help planning Content Marketing strategies, feel free to connect with us at  [email protected] .

Content Marketing Case Studies

1) company: superdrug.

Superdrug is a health and beauty products retail company based in the UK. It offers a range of products from fragrances, makeup, skincare, toiletries to hair care products and much more. 

Objective: 

The campaign was designed around this one question. – “How do perceptions of beauty vary across the globe?”

• Understanding unrealistic beauty standards and body image roles in different countries. 
• Raising awareness on the issue of body imaging and acknowledging people being held as victims of such issues. 

The Strategy:

Superdrug started a campaign named, “PERCEPTIONS OF PERFECTION” . As part of the campaign strategy, a woman’s image was sent to 18 female graphic designers across different countries. Superdrug asked them to photoshop the image to look attractive to the people of their country. Later, Superdrug created a visual asset compiling the different versions of the original image produced by graphic designers from 18 countries. 

You can check the compilation here- Perceptions of Perfection | Superdrug™

The Results:

• The campaign gained international appreciation and was picked up by 600 publishers including Buzzfeed, Huffington Post, CNN, New York Times, and many more placements. 
• Nearly 1,000,000 social shares.
• More than 700,000 page views on Superdrug’s website. 
• 238% increase in organic traffic search over 16 months period. 
• Mentioned by celebrities like Sofia Vergara and Lil Wayne. 

Key Takeaway: 

• Producing emotionally appealing content is one of the best ways to connect and encourage engagement with your customers. 
• Customers feel that you empathize with them and understand their dynamic perceptions. 
• Moreover, it puts your brand in the limelight for being relevant, acknowledging the challenges faced by customers and helps create better relationships. 

2) Company: Capgemini

Capgemini is a global consulting, technology services, and digital transformation company based in France, offering worldwide enterprise services. 

Challenge- Building Brand Awareness and Reputation Management . 

Despite being capable and working with the world’s top brands including KPMG, Deloitte, and Accenture, the company was falling behind its competitors. They invested large sums of money in paid advertising, appointed professional golfers for branding, and yet faced slow revenue growth with no ROI. 

• Attracting new visitors to the website. 
• Building Brand awareness. 
• Providing knowledge and tech-driven solutions to the target audience. 
• The Strategy: 

The brand created a content marketing strategy plan that revolves around engagement. They converted website content into a storytelling format that would inform and answer the target audience’s questions on the topics like cloud technologies, AI intelligence, Big data, etc… The brand acknowledged the challenges faced by the enterprises and provided them with solutions through their website content. They framed a series of stories, blogs, and informational pieces for their website, educating their audiences about the need for technology driven solutions.  

Source- marketinginsidergroup.com

• In one year’s duration, Capgemini accomplished the goal of attracting 1 million new visitors. 
• Attracted 100,000 new followers for LinkedIn page.
• 1.8 million shares of the content. 
• The strategy was responsible for generating nearly $1 million in sales and $5 million in its second year. And is today generating around  $20 million in sales a year. 

Key Takeaway:

• Information and Problem Solving is the key to attract your customers when talking about new technologies and advancements. 
• Big budget advertisements may not be fruitful if targeted audiences are not well-informed about the product/company. 
• Tech brands and service brands can easily crowdsource informational blogs and articles, share client’s stories, make how-to-videos or create informational e-books. This kind of content becomes more reliable and drives more engagement. 

3) Company: Mercedes Benz

The company needs no introduction. Mercedes-Benz is a German- automotive leader, known for producing luxury vehicles and commercial vehicles. 

• Targeting the younger generation and enhancing brand awareness across social media handles. 
• Generating social media impressions for the new launch- Mercedes CLA. 

Mercedes Benz wanted to reach out to younger audiences. Their strategy concentrated on user-generated content encouraging engagement with the brand. 

Mercedes Benz collaborated with five Instagram photographers and asked them to take photographs of the all-new Mercedes CLA under the “Take the Wheel” challenge. The best part of the campaign was, whosoever gets the maximum likes keeps the car. And hence all five of them worked hard and in turn Mercedes generated some stunning visual assets for their social media handle with the worldwide popularity of the campaign. 

Check out the video! 

• 87,000,000 organic Instagram impressions
• 2,000,000 Instagram likes
• 150 new marketing assets (stunning photos)
• The campaign highlights the importance of choosing the right type of platform and social media influencers for your targeted audiences. 
• Drive more from your contests and generate as much content out of it as possible. 
• And in turn, your brand can generate qualitative and quantitative marketing assets that will keep attracting attention from your target audiences.

4) Company: Colgate Palmolive 

Colgate Palmolive is an American global brand with a history of more than 200 years. The product range includes household, healthcare, personal care, and veterinary products.

Objective:  

• Enhance brand awareness and boost online sales of Palmolive Gift sets. 
• Better Engagement through interactive gamification content. 

Colgate used an interactive content strategy for boosting sales of its Palmolive gift sets during one of its Christmas campaigns. Colgate launched Bubble-popping gamified content combining it with Augmented Reality to engage its customers. To play, users had to present proof of their purchase and then a landing page would lead them to a game. As part of the game, the player has to pop the bubble with his/her nose in the bath like setting. 

Source- contentmarketinginstitute.com

The Result:

• Attracted over 1 million participants within two weeks through Facebook. 
• 10,000+ participants landed on the retailer’s website to shop online. 
• Creative content marketing takes your brand ahead in an overcrowded marketplace. Try the many interactive content marketing formats like games, AR and VR applications, quizzes, and more that are available today. 
• According to Think with Google, “People today have 2X more interactions with brands on mobile than anywhere else.” The statement justifies the increase in the importance of mobile-friendly content marketing strategies.   

5) Company: SEMrush 

SEMrush is a leading competitive research toolkit company that offers its services in PPC, content marketing, SEO, analytics, social media, and a wide range of digital marketing related services. 

• To educate the audiences about the new feature launch. 
• Product awareness and engagement. 

The Strategy :

SEMrush designed an interactive game that educated its target audience about the new additional features on SEMrush’s toolkit. The game was named; “SEMrush Easter Egg Hunt Game ”, it involved the completion of a set of actions within SEMrush’s tool to find 15 easter eggs. And later on, people shared their accomplishments through Twitter. 

Check out the Challenge video here; Virtual SEMrush Egg Hunt Tour

You can check out more information here- SEMrush Easter Egg Hunt: All the secrets revealed!

• Attracted more than 9,300 participants. 
• Generated 8 million Twitter impressions.
• Adding advanced features to your products is easy; educating your targeted audiences about them is tough. Therefore, planning a content marketing strategy for educating your audiences becomes inevitable. 
• Invest in gamified content for brand education. It helps drive brand messages more effectively, attracts more customer eyeballs, and in turn informs them about your offerings.  

6) Company: Swiggy 

Swiggy is India’s leading, tech-driven, on-demand food delivery platform. It brings food from neighborhood restaurants, cafes and eateries directly to your doorstep. It has appointed delivery partners all over India to deliver food through an app-based system. 

• Positioning Swiggy as a compelling choice for delivery partners and encouraging potential delivery partners. 
• Engaging its delivery partners and encouraging them to showcase their creative side.
• A second income generating source for Swiggy’s delivery partners. 

Swiggy Starhunt , the campaign launched by Swiggy acknowledging its delivery partners’ effort. The campaign let it’s delivery partners take a break from their daily work and showcase their talent through Tiktok. (though it has been banned in India now, there are various applications in the market to replace it.)

Swiggy launched four teaser videos to attract customers, which gained remarkable views.

Swiggy Starhunt – Simran

The Star Hunt Challenge included categories like; dancing, singing, musical instrument, and acting. The winners were promised exciting prizes and holiday packages. 

Swiggy used 11 vernacular languages to promote the challenge across pan-India audiences. And collaborated with Tiktok influencers to increase the reach of the challenge. 

The Results:  

• Through Tik Tok influencers, Swiggy garnered an organic reach of 57 Lakhs. 
• 350+ delivery partners participated in the challenge. 
• 1500+ videos were uploaded on Tiktok. 
• 44M+ views on Tik Tok #SwiggyStarHunt. 

Key Takeaway- 

• Producing video content is exciting and an awesome tool to tell stories about your product.
• Cisco projected that more than 80% of all Internet traffic will be video by 2021—which means brands definitely need a video content strategy. (Cisco)  
• Moreover, 87% of consumers want more videos from brands. (Hubspot) . As a brand, you must not overlook the efficiency of rising video platforms like Instagram reels, You Tube Shorts, or Vimeo.  

7) Company: MIVI

MIVI is a homegrown Indian electronics manufacturer company. Its product range includes; headphones, ear pods, speakers, charger cables, and adapters. 

• Product Awareness for new MIVI Duopods M80. 
• Product launch and engagement. 

MIVI made exceptional use of the Instagram platform by launching a story game. The game revolved around completing a mission by carrying all new MIVI Duopods to the safe house. The game was Insta story-based, where players have to tap on the right option that would lead them to the safe house. After completing the mission, users can fill in their information and receive exciting offers, and stand a chance to win MIVI Duopods M80. 

MIVI reached out to various social media influencers like Bhuvan Bam, Mostlysane, Carry Minati, and Mumbaikar Nikhil. They shared the game on their social media handles and encouraged audiences to take up the mission. 

Source- nextbigbrand.in

The Results: 

• More than 3 lakh people played the game in a span of 24 hours. 
• Gained massive social media shares. 
• Interactive content is what drives brand engagement today. Craft interactive content strategies to see your users have fun with the brand.
• Interactive content allows audiences to actively participate rather than passively read, watch or listen to ads. 
• It also enhances the customer experience. The better the customer experience is, the higher are the chances for increased conversion rates.

8) Company: Blendtec

Blendtec is a US-based blender company manufacturing blenders for commercial and residential purposes. It guarantees to offer the safest, highest quality, and speedy blending services. 

• To position Blendtec’s blenders as the world’s most efficient blenders. 

The Strategy:  

Their strategy has been the same for more than a decade. Engaging audiences by blending anything. It includes iPhones, keys, sketch pens, remotes, marbles, or literally anything. The brand keeps posting “Will it blend?” Youtube videos and has been successfully creating viral content for around 13 years. 

Check out Will it blend? Videos here! 

• 700% increase in sales in recent years. 
• More than 850k subscribers on the Youtube channel. 

Make your product your hero in your content marketing strategy. And drive the content around it. Get your audiences hooked to your content and create a permanent brand recall for your product in the mind of the audiences.

9) Company: Airbnb 

Airbnb is an American vacation rental company that connects people with places, stays, and hosts through a website and app system. 

• Increasing organic reach through content that satisfies all travel needs. 
• Encouraging engagement, and awareness about the Neighborhood Guides provided by Airbnb. 

As part of the content creation strategy, they designed a Neighborhood guide for travelers that would help them decide where to stay, what experiences they will gain, and what places their neighborhood would have. The Neighbourhood guide was published on their website and mobile application, which still gets updates from time-to-time by their registered hosts. The guide gives recommendations about food, stays, nearby destinations. A complete guide for every type of traveler!    

You can check their intriguing Neighbourhood Guide here!

• 10,000+ estimated monthly organic traffic. 
• 100+ referring domains. 
• Customize content production focusing on the specific needs of your consumers. This will help your brand increase its credibility and engagement. 
• 78% of CMOs believe custom content is the future of marketing. (DemandMetric) Brands should focus on investing resources in understanding consumer needs and adopting personalized content practices like the website content designed by Airbnb.  

10) Company: Lenovo 

Lenovo is a Chinese multinational technology company offering its products including laptops, ultrabooks, tablets, and other technological devices. 

• To guide customers through the content marketing funnel. Firstly by building awareness about the brand, educating about products, and then converting them into customers. 
• Influencing and educating buyer’s about the technology and helping them with purchase decisions. 

Lenovo created a digital content hub called Tech Revolution. It focused on informing people in the Asia Pacific region about new technologies, trends, and their usages. They built an online website, https://www.techrevolution.asia where they shared stories and informational articles educating their audiences about the products available. Lenovo also collaborated with IT professionals to create informational guides about the continuous evolution of technology.

Checkout Frizbee’s video they created as part of the Tech Revolution!

• 500+ articles with 34 million impressions. 
• 250k+ link clicks
• 60k+ social engagements. 
• 100k+ new visitors. 
• Consumers want to know if they are dealing with the experts in the field. And the best way to assure your audiences is by providing educational content. 
• Educational Content helps your customers make informed purchase decisions and in return builds your brand’s credibility. 
• Digital customers love sharing their reviews and opinions. User-generated information further helps your brand cut costs and gain consumer trust. 
• Consumers are more likely to trust testimonials, expert advice, or other informational guides stating the value of your products. 

Plan your Content Strategy and generate Conversions! 

These are some of the most compelling content marketing strategies by brands across the globe. From emotional appeal to engaging content marketing plans, these are some of the brands that have successfully leveraged the power of Content Marketing. And continue to generate results by creating qualitative, interactive, and relevant content. 

If you are a brand looking for digital marketing agency in Mumbai whose offer content marketing services, reach out to us at  [email protected] . And we will help you create awesome content strategies that convert. Cheers! 

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Niche Case Study (Ep #9): Creating a Content Plan

Creating a Content Plan is an essential step in the keyword research process because it will help us come up with a huge list of awesome keywords with which we can get rankings and traffic.

And in this video, I'm going to show you how it's done!

Also, here's the link to the Content Plan I created in the video (which you can swipe).

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