In this episode, Jessica Tee Orika-Owunna covers a wide spectrum of topics related to case study creation, from content scope, sourcing for data and time management to research strategies, feedback loops, outreach, and much more!
Name: Jessica Tee Orika-Owunna
What she Does: Senior Content Marketing Specialist
Company: Foundation Marketing
Noteworthy: She has helped brands like Foundation Marketing and its unicorn clients, Hotjar, Softr.io, BWZ, and Fingerprint for Success, execute their content marketing strategy.
💡Choosing Brands and Finding Angles
Jessica sheds light on her approach to selecting brands for case studies and how to uncover unique angles to explore.
Insights:
💡Creating Value through Case Studies
Jessica explains how the ultimate goal of their case studies is to establish expertise, provide actionable insights, and encourage trust from brands seeking content marketing guidance.
Insights:
💡Using Tools for Research
Jessica emphasizes the importance of using tools like SimilarWeb, SEMrush, and Ahrefs to conduct in-depth research on brands’ marketing strategies and traffic sources. She discusses how she utilized SimilarWeb to find out which marketing channels drive the most traffic for a particular brand.
She showcases her approach to using Ahrefs and SEMrush for estimating organic traffic stats and analyzing backlinks, keywords, and domain authority.
💡Crafting Engaging Introductions
Jessica discusses different strategies for creating attention-grabbing introductions. She advises aligning the introduction with the main points of the content and leveraging benefit-driven titles to capture readers’ attention. Jessica also suggests leading with stats or relatable scenarios to immediately engage readers.
💡Gathering Data Insights
Jessica discusses various types of data to source, such as company valuations, share prices, revenue growth, and user numbers. She suggests tools like Yahoo Finance, CrunchBase, and Business of Apps to access this data. Jessica emphasizes the importance of using accurate and recent information, emphasizing that data within the last two years is preferable.
Creating Custom Graphics and Screenshots
Jessica emphasizes the value of visuals in case studies. She encourages turning data, stats, and examples into custom graphics rather than relying solely on text. Jessica recommends using tools like Canva to create engaging visuals. She also highlights the significance of including relevant screenshots that support the narrative and provide real-world examples.
Crafting Actionable and Benefit-Driven Conclusions
Jessica stresses the significance of creating compelling conclusions that provide actionable takeaways. Instead of using generic headings like “wrap up” or “conclusion,” she recommends using headings that encapsulate the key takeaway. This reinforces the main message of the content and encourages readers to apply what they’ve learned.
Outreach Strategies and Interviewing
Jessica describes her outreach approach when seeking to write case studies. She leverages her network and connections to initiate introductions or directly contacts brands. She emphasizes the balance between reaching out and respecting a brand’s desire for control. Regarding interviews, Jessica reveals that she often relies on existing interviews or materials to gather insights.
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