ChatGPT is incredible at answering questions and writing content. It’s so fast and effortless and seems like a brilliant way to rapidly produce regular content for your blog or webpage. Right?
Well, maybe. But generally, if a dozen electricians in Hamilton (or their SEO team) ask ChatGPT to write an article on how to save money on electricity, all 12 articles will be unbelievably similar. So, Google gets bored as it has seen it all before. And none of those businesses will benefit from the article.
What Google Wants from Your Content
Google wants to provide searchers with the most relevant, expert, authoritative, and trustworthy information. So when Google reads your blogs, they must be highly relevant, fresh, and unique – your articles need to set your business apart as being more helpful, more authoritative, and more trustworthy than your competitors.
How do you do that when every business in your sector is writing articles about similar things? How do you make Google want to show people your website?
Part of the answer is, to be better and more relevant than your competitors. One way to do this is to use case studies to tell a story.
Your business has many very happy customers (hopefully!) So why not tell their story in an appropriate way? No other company has this story because it belongs to you and your customer.
Everyone loves a story, so give them a story that is relevant to them and relatable. This way you get to position your business as helpful and expert solution providers.
Here are some tips to make it awesome:
Use a Clear Headline
Like a newspaper headline, it should give the most important information. A subtitle with supporting details, or a customer quote is optional.
Snapshot
Provide a TL;DR (too long didn’t read) section prominently at the top, including the client’s name/industry, the product/service used, and quick result stats.
Client Introduction
Start with one or two sentences describing the customer and a highlight about them. Pick something that either sounds impressive or relatable. Picking something impressive (e.g. they’re the biggest XYZ company in the region) helps builds your credibility because they picked you as their supplier. Or picking something relatable can help other potential clients think, “They’re just like me. Maybe I should use this company too.”
Problem
State the problem or goal, the consequences if they couldn’t solve the problem, and any hesitations the customer had. It’s great if you can include a quote from your client about the problem or their motivation for the work.
Include Original Images
Google prefers unique photos instead of stock photos. Bonus points if you can include a photo of your client enjoying the product or services, and smiling from ear to ear. Double bonus if you get to include a member of your team in the photo.
Solution
Share how they found you, why they chose you, what solution you recommended, and how it was implemented. Add another quote from the customer about why they chose you.
Results
Describe the results and the benefits, as well as any bonus benefits that came of it. The more specific you can be with the results and benefits, the better.
Conclusion
Share additional praise from the customer and any words of advice they have for other people/businesses like them.
Make it all about the client… you and your business are the “wise guide” who helped them succeed. The aim is for it to feel a little subtle rather than bragging.
By following these tips, you will be able to create unique content while being seen as the experts and building trust with potential customers.
