#announcements
Important info for Customer Marketers & Community members
Thread
When you publish case studies on websites or as PDFs, do you hyperlink main keywords to your internal feature/solution landing pages? I want to try it, because if someone is interested, it hand-holds them to learn more and I believe it helps with SEO too. But will it seem borderline sales-y? That is, in the readers' eyes, will we look inward-facing instead of showcasing customer wins?
IMO it feels too “marketing-y” and sales-y. I don’t view customer stories through the lens of SEO or other TOFU metrics. Chances are that if someone is taking the time to read a customer story, they:
-already know they have a problem
-have already read through some sales materials on the website
-already know what type of solution or which couple of solutions they may want to investigate
-are looking for validation that about the buying experience and outcomes of that decision.
TL;dr, keep the goal the goal and leave out anything that could be perceived as too salesy/overtly marketing-y
My favorites are where the case study page has filters for me to find companies like mine (or ahead of mine) on my own easily + in each story just have a note somewhere saying they use X, Y, & Z products/solutions