Quick Hit: The Ultimate Case Study Distribution Playbook with Joel Klettke

Justin Simon: 00:00:00

Take Joel's sort of framework around case studies and take

Justin Simon: 00:00:04

the whole framework around distribution first and the idea of distribution

Justin Simon: 00:00:07

first mash them together and you have a crazy good strategy to create

Justin Simon: 00:00:12

this content.

Joel: 00:00:16

Let's say for example, you're trying to break into a new

Joel: 00:00:18

industry and yes, you've got your first case study in that industry.

Joel: 00:00:22

Well, here is what kind of mapping this out could look like, how you

Joel: 00:00:25

could leverage it across the quarter.

Joel: 00:00:26

I think number one, okay, cold outreach.

Joel: 00:00:29

A shoe in bake that into some of your cold outreach messages, maybe

Joel: 00:00:33

try attaching a one sheet test out.

Joel: 00:00:35

If you've got it, you know, a little 30 second video or something that

Joel: 00:00:39

goes along with a follow up, but use that in your cold outreach and use

Joel: 00:00:44

that to kind of test out as Legion.

Joel: 00:00:47

You can also deploy these really nicely in social ads.

Joel: 00:00:51

So taking that piece and, and maybe it's a LinkedIn carousel that now

Joel: 00:00:55

you sponsor and it keys into the pain points or, or that industry.

Joel: 00:00:59

And now you've got this really succinct version that I can either

Joel: 00:01:01

click on and, and go ask for a demo or have a conversation.

Joel: 00:01:04

Or maybe it pushes me to like a resource or a checklist or an asset,

Joel: 00:01:08

but you can deploy it that way.

Joel: 00:01:10

Another way you can nearly immediately deploy any story you have is remarketing.

Joel: 00:01:14

So not just.

Joel: 00:01:15

You know, ads themselves, but remarketing ads, we've seen clients be really

Joel: 00:01:19

successful in if they have campaigns, they're running, someone comes in,

Joel: 00:01:23

checks out a landing page instead of following up with like a push to

Joel: 00:01:26

demo or a call us now, remind them of the value with a story over time.

Joel: 00:01:31

It's not as aggressive a tactic, but it can really, really work because

Joel: 00:01:35

it's kind of this story selling.

Joel: 00:01:37

Uh, you might bake that case study into a newsletter.

Joel: 00:01:41

You might take that and bake it into a blurb that goes out.

Joel: 00:01:44

If you have a quarterly or monthly newsletter, you might.

Joel: 00:01:46

You know, bring it back once or twice through that you can then, you know,

Joel: 00:01:50

think about if you have permission to do it, maybe it's a Q and a style blog post.

Joel: 00:01:55

You've got this, you know, deeper dive piece that you've got in your resources

Joel: 00:01:59

section, but maybe it's a Q and a style post on your blog where it's an interview

Joel: 00:02:03

with X person about why challenge and you take all of the quotes from the interview

Joel: 00:02:07

and mash it up a little bit differently.

Joel: 00:02:08

Now you've got a blog post that you can go and deploy if you captured

Joel: 00:02:12

video, kind of what you were talking about with the cut content, right?

Joel: 00:02:15

Taking little snippets about the pain points, try those out in ads, try those

Joel: 00:02:19

out in social posts, taking little snippets about the ROI, again, same

Joel: 00:02:23

thing, try those out in ads, try those out in newsletters, posts, embedded on

Joel: 00:02:27

your site, and leverage in that way.

Joel: 00:02:30

So there's lots of things you can do near immediately when you have this story.

Joel: 00:02:35

But what's also really exciting is let's say you go through the year.

Joel: 00:02:39

And you've captured the four stories.

Joel: 00:02:41

Now you've got this body of stories that you can start to build on too.

Joel: 00:02:44

So one of the things that gets overlooked, but is really valuable

Joel: 00:02:47

is things like compendiums.

Joel: 00:02:49

We, we see clients doing nuclear decks where they combine stories

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into one asset that kind of has.

Joel: 00:02:54

Some high level quotes and value and sales loves those being able to send those out.

Joel: 00:02:58

You can do kind of a yearly roundup, you know, here's the

Joel: 00:03:02

biggest stories from this year.

Joel: 00:03:03

The biggest ROI and use that as kind of a new piece of content.

Joel: 00:03:06

You can do a highlight reel style of video where you take

Joel: 00:03:09

the best quotes from each story.

Joel: 00:03:10

And now you've got, you know, four different people all talking

Joel: 00:03:13

about the pains being resolved or the outcomes being resolved.

Joel: 00:03:16

So there's some near immediate kind of value with individual

Joel: 00:03:19

assets that then builds into these.

Joel: 00:03:21

Bigger assets.

Joel: 00:03:22

Once you've got a few under your belt, that's all pretty attainable short term.

Joel: 00:03:26

Once you've captured this, got approval for it

Justin Simon: 00:03:28

and so on.

Joel: 00:05:17

And what I love about distribution first and the whole mentality

Joel: 00:05:22

you're describing is that matters all the more with case studies.

Joel: 00:05:27

That proactive thinking, that beginning with the end in

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mind because it's high stakes.

Joel: 00:05:32

You don't get a mulligan.

Joel: 00:05:34

You're, you, you're asking for someone else's time and someone else's reputation.

Joel: 00:05:40

If you, you know, build something internally, if, if it's just a piece

Joel: 00:05:44

that your team has written or what have you, most of the time, you can go, okay,

Joel: 00:05:49

we didn't get this, but there's some way of us going back and amending that.

Joel: 00:05:54

With case studies, that's incredibly hard to do.

Joel: 00:05:57

Any interview based content, that's really hard to do.

Joel: 00:06:00

And that whole distribution first mentality is something For example, you

Joel: 00:06:05

know, that, that we apply ourselves, we had this amazing opportunity where, you

Joel: 00:06:10

know, we, we worked with a company in the healthcare supply chain, uh, sort of

Joel: 00:06:14

niche in, in industry, amazing company.

Joel: 00:06:17

And at a previous conference, they'd kind of just set up this video

Joel: 00:06:20

interview booth and captured whatever they could and got tons of content,

Joel: 00:06:25

but then when it comes time to, okay, how do we go and leverage this?

Joel: 00:06:29

There's a lot of what you're saying there's regret or an off only we had asked

Joel: 00:06:32

this question Oh only we had captured this type of piece, right and that

Joel: 00:06:37

distribution first mentality that you're so tuned into that You're spearheading

Joel: 00:06:42

that you're really championing for clients and for people in the space is so

Joel: 00:06:46

important because when we adopted that for ourselves It changed, you know, we took

Joel: 00:06:50

that approach to the event that we were involved in and we could map out questions

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and we could go, great, these questions, they're going to, they're going to help us

Joel: 00:06:59

support the, the, the post session videos and the newsletters that go after these

Joel: 00:07:04

questions, they're going to help us, you know, transform this into specific pain

Joel: 00:07:07

points for specific industries, these questions, you They're going to help us

Joel: 00:07:10

get by and to do this again next year with the next people who have to go through

Joel: 00:07:14

their legal and PR and all of that.

Joel: 00:07:15

So that intentional planning, that thinking, that distribution first

Joel: 00:07:18

mentality, whether it's case studies or anything is really important, but

Joel: 00:07:22

especially customer driven content because you just don't get that mulligan.

Joel: 00:07:27

You don't get a do over in most cases.

Joel: 00:07:29

It's you got to go in thinking and I love that proactive kind of templated.

Joel: 00:07:35

Thinking through what do we really need and how do we want to use it?

Joel: 00:07:38

How do

Joel: 00:07:38

we want to distribute it?