How case studies became Key Integrated Services’ best-performing content, by far.
Once a foundation of consistent content and measurement was in place for Key Integrated Services, the data revealed something specific and clear: real project case studies were dramatically outperforming every other type of content on LinkedIn. This case study covers that discovery, and what we did with it.
Client’s challenges
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General promotional posts were reliably among the weakest-performing content, without a clear alternative strategy in place.
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Without hard data on performance by content type, it wasn't obvious which formats were actually worth prioritising.
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Real, credible project work the business had delivered wasn't being turned into content that could build trust with prospective clients.
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We tracked engagement rate by content type — sales posts, people-focused posts, case studies, industry commentary — rather than judging performance post by post.
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The data showed real project case studies consistently and significantly outperforming every other format, by a wide margin.
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Rather than an occasional afterthought, case studies became a structured, recurring part of the content calendar.
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eam news and milestone announcements also proved reliably effective, and were used alongside case studies to keep the content mix genuinely engaging rather than one-note.
Our approach
Results
Case study content achieved engagement rates as high as 44% — dramatically ahead of the typical LinkedIn benchmark of 2–3%, and every other content format tested
Multiple individual case study posts landed in the 32–44% engagement range, a scale of outperformance rarely seen in organic social content
People-focused posts also proved consistently effective, with one team announcement reaching a 9.14% engagement rate — the strongest non-case-study post of the period
This evidence directly reshaped the ongoing content strategy — prioritising real client stories and people-led content over generic promotional posts.
Mark Poulton, CEO of Key Integrated Services
“I had the pleasure of working with Danni for a couple of years and would highly recommend her to any organisation. We had no marketing support / experience at the time we started working with Danni, and with her help we established a marketing function that took us to the next level. Danni worked hard to understand the business and support us where possible, her efforts and experience had a highly positive impact on the business and helped us to grow, attract and retain talent. Thank you for all the hard work, I hope to work with you again.10/10 recommendation from me!”
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