Case study marketing offers an excellent return on investment. It's one way to show our clients our expertise, while also showcasing the breadth of work we can accomplish. Case studies are perfect for business owners who are modest (to a fault!) and don't love selling themselves as a personal brand or showcasing their expertise in other ways. Best yet — there are so many ways to approach case studies, which helps in this online marketing world where so many people are doing the same things over and over and over again.

Today, I'm talking with Brittany Herzberg, an SEO copywriter about how she approaches storified case study marketing. We both share a passion for strong SEO and solid testimonials, and I wanted showcase how two professionals who do the same thing for their clients (case studies!) approach the process similarly...and even more important, differently. If you're focusing on improving your customer experience or updating your systems to make clients feel more at ease, creating case studies should be the very next item on your to do list.

Here's exactly what we covered when we discussed turning testimonials into case study marketing assets:

• How Brittany’s efforts to make friends as a child also served her well in the online business world
• The importance of building out testimonials into bigger pieces of marketing content, specifically case studies
• What a case study is and why business owners should invest in them.
• Brittany’s approach to storified case studies
• How case studies can show off your expertise without you having to boast and brag as a business owner
• The trouble with writing your own case studies (and how to potentially overcome them)
• The benefits of hiring an expert “outsider” to write the case studies for you. (Call us!)
• How to determine what makes the best testimonials (and use them in your case study marketing
• Whether or not sourcing information from your case studies can be templatizable
• Where to use case studies on the website
• Why case studies are good for client acquisition and also for SEO

Learn more about Brittany

Brittany Herzberg is who holistic health and wellness pros call when they want to show up as the answer to a Googled question and find clients that feel like friends. After building a thriving massage practice—she realized most of her clients chose to book because of her website. That combined with her 15+ years in the healthcare field has shown her that clients search for—& book with—providers they connect with.

She believes the first step to building a practice full of your dream clients—is to enlist the help of your website words. As an SEO copywriter, she knows how important it is to showcase your personality, highlight the client experience, & strategically use your clients' words. You can usually find her sitting on the floor—parked next to her dog, Jac—with an iced oat milk latte in-hand.

Learn more about your host:
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. Her favorite response to almost any marketing question is "It depends!", but she'll always explain why and how you can make the best decision for your business. 

When she's not helping her clients by writing strategic and SEO website copy, she's encouraging them to focus creating case study marketing assets that can serve them in the long term. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.

Oh, and don’t forget to check out Erin’s Testimonial Toolbox course!