How to Use Case Studies for Your Blogging Business with Brittany Herzberg
Today, we’re excited to welcome Brittany Herzberg to the podcast! Brittany is a massage therapist turned SEO and case study copywriter, and she’s here today to talk to us about how to use case studies to connect and build trust with your audience. She shares what exactly case studies are and how you can use them in any niche of blogging – even if you don’t sell a product or service.
Brittany breaks down the essential elements of a compelling case study, including storytelling, accessibility, and SEO. She also offers practical tips for avoiding common mistakes, like making case studies too dry or too short, and shares easy ways to breathe life into your case study and keep it in your brand voice.
Brittany Herzberg’s Advice for Bloggers on Using Case Studies:
Create Engaging Case Studies:
Brittany emphasizes both storytelling and strategy when creating case studies. While SEO is important to get your content in front of the right audience, storytelling is what keeps people engaged.
Keep the story focused on the person’s journey: What problem were they facing? Why did they choose to work with you? What results did they achieve? Showcasing this helps readers see themselves in the story and connect with you.
Brittany also explains the importance of offering different ways for people to engage with your case studies – like transcripts, videos, and blog posts – to appeal to different learning styles.
Common Case Study Mistakes to Avoid:
First, don’t let your case study be dry or boring. Write how you speak so you can put personality and authenticity into the case study.
Second, there’s no need to overthink the length of your case study. Brittany advises that case studies should be as long as necessary to tell the full story – whether it’s 500 words or 2,500. What matters most is delivering value, not hitting a word count.
Lastly, Brittany encourages including SEO. Your case study might be incredible, but if it’s not optimized for search engines, it won’t reach the people who need to see it. She offers a free SEO Basics Checklist to help you get started.
Your First Step to Creating Case Studies
Ready to start using case studies in your blog? Brittany suggests starting with the end goal in mind. Look at the service you’re launching or the food blogs you’re putting out – whatever your niche might be. Then look at who you’ve worked with and the impact you’ve made for them.
As you write their story, highlight things that would encourage someone to book with you – like how quick you are to respond or how you helped a beginning cook learn how to make healthy dinners very quickly. Brittany suggests highlighting the emotional wins of the people you’re writing about, because these are often the most impactful.
In this episode, we covered:
- What case studies are, and how they can help you connect with your audience
- How you can use case studies to build trust in any niche (even if you don’t sell a product or service on your blog)
- Your first step to start using case studies
- How paying attention to what your audience or clients are saying can help you seamlessly build case studies
- Starting keyword research with what people are saying
- Offering multiple formats of your case study to appeal to all learnings styles
- Mistakes people make when building their case studies
- Incorporating basic SEO into your case study
- How listening and leaning into your audience will make your job as a blogger easier
Links and resources mentioned in this episode:
- Connect with Brittany on her website, Instagram, Instagram Threads, or tune into her podcast
- Grab Brittany’s Profitable Case Study Roadmap or her SEO Basics Checklist
- Learn how to create and sell your first digital product for FREE
- Sign up for our newsletter here: www.theultimateblogpodcast.com/newsletter
- Join the Ultimate Blog Bootcamp!
- Check out last week’s episode here!
- Connect with us on Instagram at: @sparkmediaconcepts
We’re so glad Brittany could share about the power of case studies and SEO in connecting with your audience. What did you think of this episode? Send us a DM over on Instagram: @sparkmediaconcepts and let us know!