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100 Content Marketing Examples July 2012 : Page 42

10 0 CONTENT MARKETING E X AMPLE S 69 Business Cases eBook by ARX Company: ARX Originally featured in: The 2011 Content Marketing Playbook Description: What do you do when you have a lot of highly-valuable content but nowhere to organize it? Pull it together in an eBook. ARX’s eBook is a perfect example of this technique, as evident in their “Think Twice Before You sign Anything Again” piece, which contains 12 business cases that illustrate the bottom-line value of digital signatures. The eBook transforms signatures from an operational after-thought to an urgent business issue (using an attractive design on the cover to further complement the content). Example: Check out the eBook. Wa to learn more about Want how to develop and use eBooks as part of your content marketing strategy? Download Jonathan Kranz’s free guide, The eBook eBook: How to Turn Your Expertise Into Magnetic Marketing Material. 70 Case Study Videos by CMI Company: Content Marketing Institute Originally featured in: The 2011 Content Marketing Playbook Description: Case studies are one of the most important elements in your content marketing strategy, because they take your company’s promotional voice out and replace it with that of your loyal and satisfied customers, building credibility and trust with your readers. Case studies don’t always have to be written, however. The Content Marketing Institute uses video to supplement its in-depth case study eBooks in short 3-minute vignettes. This allows the case study to be shared in a truly engaging way and is another way to leverage your researched case studies for other content venues. Example: Watch Joe Pulizzi review 5 examples of content marketing magic 42

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