Archive for August, 2013

Why ESI.info case studies increase your reach and influence

August 20, 2013

Case studies are an important tool in digital marketing in the construction industry. They encapsulate the idea of using storytelling as a cornerstone of communications strategy.

Case studies can be a remarkably effective content tool. They seem to be most commonly used deeper in the funnel as a ‘proof point’ or ‘testimonial’ for the B2B sale. But they can also be a great awareness builder and credibility builder for the brand as well.

– Robert Rose, Chief Strategist at Content Marketing Institute.

With a kind of trickle-down effect, lots of newly created websites are set up with a ‘Case Studies’ tab, almost as a placeholder. Thanks to the popularity of WordPress templates, it’s like a default setting, in the same way that having ‘About Us’ and ‘News’ tabs is a given. But it takes more than notes or photos filed under a ‘Case Studies’ heading to create content assets that will genuinely engage potential clients.

In this post we outline five reasons why case studies help showcase your ability to provide expert solutions and provide tips so that you can take full advantage of the case studies platform on ESI.info to extend your reach and influence.

Why case studies?

1. Case studies help buyers find the right companies to work with

Many products and services are needed as part of a wider problem-solving endeavour, particularly for projects requiring bespoke treatments or demanding outcomes. Specifiers and designers can define the challenge, but not necessarily the means of addressing it. What they need is expert collaborators who can help them devise and implement a solution. Although web pages of all kinds have stacked up in unimaginable numbers, finding the experts to work using search engines is a hard slog.

Case studies are at the heart of the ESI.info marketing proposition: they are strongly promoted on our main website, in our topical e-mail bulletins, and in our social media conversations. They are indexed by topic, business sector and geographical location, making it easier for buyers to find the right partners for their projects.

• Read how Platipus Anchors’ technical expertise – testing tree anchors – helped contribute to redeveloped public environment on Liverpool Waterfront (below).

Platipus Anchors Tree anchoring, Liverpool Waterfront
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How to maximise your ESI.info case studies

August 20, 2013

In a previous post, we looked at the benefits of ESI.info case studies and why they increase your reach and influence.

ESI.info case study

The structure of a case study entry in the ESI.info content management system  is designed to help you make the most all of those benefits – of particular importance is the scope of the case study and the details provided in its description.

Below we step through 8 elements of a case study on ESI.info.

ESI.info CMS case study screenshot

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New illustrated view for suppliers

August 19, 2013

We have developed the Companies view in all categories on ESI.info. The new view is more visually appealing for your audience, making it easier for them to assess your business proposition.

New companies view

Remember the image-rich layouts in our industry-leading printed directories? This treatment provides a similar view, as well as including a snippet from your category entry to provide context.

An attractive, visual layout is still a must for buyers – when we conducted a user survey last year, they told us that browsing for ideas before searching for something specific is an important part of their workflow.
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