??Can case studies be told as love stories???

Issue #281

I like the seemingly boring but essential parts of content creation, like the humble case study, because doing such things well is a showcase of your skills as a storyteller. It’s all about lifting yourself above the mundane and never letting any creative challenge pass without a red hot go. That’s why we’ve written a guide to case study narrative structure as though they were all love stories. Happy Thursday, Simon.

Subscribe here.

Creating a compelling case study

It could be argued that the piece of content that does the hard lifting in B2B marketing is the case study. But while it sometimes wins the deal, it can also fall into boring corporate speak that potential customers skip over. So, how do you make it compelling, interesting and persuasive? It’s actually not that difficult, especially if you follow two rules - embrace a narrative structure and don’t ignore the bad. Just like a Hollywood love story, if you use your imagination.

Build your own GPT

Knowing how to write a great case study is one thing, but finding the resources to do so is often the hardest part of the equation. It’s almost like you need an AI tool specifically for writing case studies. The launch of OpenAI’s GPT Store means marketers might be able to build an AI tool focussed just on case studies. Anyone will be able to make their own GPT and publish it on the store. No coding experience is required, and these custom GPTs can be as simple or complex as required. It could keep track of your recipes so your ingredient list is a voice request away, or track jobs and customers feedback to help you write a case study. Best of all, for creators you can sell your unique GPT on the Store.

AI marketing moving beyond chatbots

Custom GPTs have the potential to open up the use of AI by marketers, which at the moment is focussed on simple content generation and chatbots. A recent survey found 57% of B2B marketers used chatbots to better understand their customers. 55% used the technology to generate new leads and 43% to educate customers. As more creators sink their teeth into creating bespoke GPTs, expect all manner of different usages for marketers.

AI and social media predictions

We’re getting to the end of the year so everyone is working on 2024 predictions. Unsurprisingly, when it comes to social media marketing AI is predicted to make big strides. Facebook will boost its AI recommendation tools for Reels while stepping back from its celebrity influence AI chatbots (we didn’t know that was a thing either). For Instagram, expect AI stickers and image editing tools. On LinkedIn, AI will dive into your network and hopefully recommend something useful while TikTok will expand its text-to-video tools. It sounds like a lot but we probably won’t even notice it happening.

Cool tools

Privacy policies are like the veggies of the internet – necessary, but often pushed to the side. People tend to skip them assuming all is well. Even if they're the details you'd rather avoid, you can't deny their importance. Consider tools like ParsePolicy, which simplify jargon, legal terms, and complexities. Just input your privacy policy URL, and it breaks down the details into easy-to-understand language, making the necessary less of a hassle.

What we're looking at

• Yes, winning the lotto can become boring.
• This is how you bring alive the secondhand clothes journey.
• When did working at a bank become exciting?

Happy Thursday

Thanks! If you like what you read, please tell a friend about Creator Weekly.

Were you forwarded this? Subscribe here.

This week’s newsletter was written by Simon Kearney & Tim Colman and edited by David Austin. Gifs produced by Ilka Tishia D. .

Subscribe here.