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- The Content Lab Vol. 057
The Content Lab Vol. 057
At the Content Lab, every day you’ll be receiving a daily LinkedIn post idea in the form of a question, as well as a fill-in-the-blank template for your post.
Your daily LinkedIn post idea, by The Content Lab
Question: N/A
Below is a rough example of what a post could look like for this prompt. Feel free to edit it to reflect your own experience.
Post Template:
Hook:
If I were a Head of Content at a B2B SaaS company, here’s how I’d produce case studies that rank AND convert.
Tease:
Most case studies fall into one of two camps:
(1) SEO pieces written to chase keywords, but say nothing new
(2) Brand fluff with zero connection to pipeline or decision-making.
If I were Head of Content, I’d build a system that serves both growth and credibility. Here’s what that would look like:
Value:
(1) I’d build a modular format, where every case study is written with extractable blocks:
Intro paragraph for blog intros, challenge/solution blocks that double as nurture email copy, metric callouts for social proof sections on landing pages, and customer quotes that can plug straight into paid ads or sales decks. One source, multiple outputs.
(2) I’d structure the content with clear, scannable section headers:
Titles that match what people are searching for, and subheads that guide the reader through the story.
Examples: “How AcmeCo reduced churn by 42% in 3 months” instead of “AcmeCo & [My Company] Customer Success Story.” This helps both readers and search engines make sense of the content.
(3) I’d bring in voice-of-customer moments throughout.
Not just “AcmeCo achieved X,” but lines like: “We were drowning in onboarding tickets before this. By week two, that pain was gone.” The direct quotes make the story relatable, and real.
(4) I’d work closely with Product Marketing and Sales.
PMM helps me tie the case study into current go-to-market themes: what features we're pushing, what problems we're solving.
Sales gives me the objections they’re tired of hearing, so the story knocks them out before the call even happens.
(5) I’d treat the case study like a campaign asset, not a standalone blog post. I’d track scroll depth, clicks on calls to action placed within the case study, and demo requests tied to it using UTM parameters or attribution tools like Dreamdata or HockeyStack.
CTA:
If people aren’t taking action after reading, the story isn’t pulling its weight.
Missed our last LinkedIn post idea? It’s worth scrolling back for.