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Not everything you write goes on your website. A case study you send to prospects, a newsletter, or a LinkedIn post can be drafted in the same place as your blog posts, with the AI’s help and your brand voice. These pieces stay in your content library until you copy them out or share them. This guide drafts a case study about Fernwood Bakery, a fictional café customer of Northwind, with clearly made-up numbers, has the AI write it, shares it for a check, and then drafts a LinkedIn post and a newsletter email about it.

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Start the piece

1

Click New post

In the left rail, click Marketing, then the Content Management card. Click New post at the top right.
2

Choose Off-site Content

Under What kind of content is this?, click Off-site Content.
New Content asking What kind of content is this?, with Site Content and the Off-site Content choice outlined: Email, social post, landing-page copy, case study

Off-site Content

3

Pick the kind of piece

Under Choose a channel, pick what you are writing: Case Study, Email, Social Post, a Press Release and more. Under Who is this for (optional), you can pick the customer it is written for, and under Author whose name it goes out under. Click Create.
New Content with Choose a channel: Blog Post, Article, Social Post, Email, Landing Page, the Case Study card outlined, Tutorial and Press Release; the Create button outlined; and Avatar: Casey Brooks, The Independent Café Owner, outlined

A case study for café owners

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Fill in the case study’s record

A case study opens with a Case study record above the text: the facts the story is built on. Fill in what you know:
  • Client information: the Company, its Industry, your Contact there and their Role.
  • The challenge and Our solution, a sentence or two each.
  • Client testimonial: the customer’s Quote in their own words, who it is Attributed to, and The customer agreed to be quoted once they have.
The Case study record with Company Fernwood Bakery, Industry Bakery and café, Contact Priya Shah, Role Owner, outlined, and The challenge and Our solution filled in and outlined

The client, the challenge and the solution

Measurable results with Add result and No measured result yet, then the Quote, Attributed to Priya Shah, Owner, Fernwood Bakery, and The customer agreed to be quoted ticked, all outlined

The quote, and the customer's OK

Measurable results is meant for the numbers, with a before and after for each. Add result does not add a row yet, so for now give the AI your numbers in the next step.

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Let the AI write it

1

Ask the AI Content Assistant

The AI Content Assistant is on the left of the editor. (If it is closed, click AI at the left of the editor.) Ask it to write the case study from the record, say how long, and give it your results. Click the send arrow.
The request Write this case study for me from the record above: about 300 words with the challenge, what we changed, the results and the quote. Results: Fernwood now buys about 40 lb a week, and sold about 20% more espresso drinks in its first month. Put the body and a short excerpt into this draft., and the send button, outlined

Northwind's request

2

Read and edit what it wrote

When it is done, the text is in Content, with headings for the challenge, what changed, the results and the quote, plus a short excerpt. Edit it like any document, with the toolbar above it.
The Content editor with the case study's opening paragraph and The challenge and What we changed sections, outlined

The case study the AI wrote

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Share it or copy it out

To have the customer check their quote, or a colleague read it, share a link:
1

Open Collaboration

Click … at the top right, then Collaboration.
The ... button and its menu open, with Collaboration outlined

Collaboration, in the menu

2

Click Share, then Copy

Click Share. In Share for Review, click Copy and send the link. Anyone with the link can read the piece and leave a comment without signing in, for 30 days.
Share for Review: Anyone with this link can view and comment on this content (no login required). Link expires in 30 days., the link, and the Copy button outlined

Share for Review

The link opens a plain page with the title, the excerpt and the text, and a Leave a comment box at the end. Comments left there show in Collaboration.
Shared content review: the case study's title How Fernwood Bakery Got Its Espresso Back on Track, its excerpt and the first paragraph

What the person you share it with sees

To use the text somewhere else, such as a PDF or a proposal, select it in the editor and copy it. There is no export button.

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Draft a social post or an email

The same New post, Off-site Content steps start the others. Each kind has its own editor.
  • Social Post: pick the Platform (LinkedIn, Twitter / X, Facebook, Instagram or Threads) and write in Post Content. The counter shows the characters left for that platform, and tips for it are below.
    Platform with LinkedIn selected and outlined, Post Content with a three-paragraph post about Fernwood Bakery, outlined, and 2664 characters remaining, outlined

    A LinkedIn post about the case study

  • Email: pick the Email Type (Newsletter, Nurture Campaign, Promotional, Transactional or Announcement), then fill in the From Name, the Subject Line (Email Title) and the Preheader Text, the preview line shown after the subject in the inbox. The counters show when each is a good length. Write the email under Email Body, as plain text or HTML.
    Email Type with Newsletter selected and outlined, From Name Northwind Coffee Roasters, the outlined Subject Line How Fernwood Bakery got its espresso back on track at 50/60 characters, and the outlined Preheader Text at 84/100 characters

    A newsletter email about the case study

The AI Content Assistant can write these too: ask it in the panel on the left, as with the case study.

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Good to know

  • These pieces stay in your library. The Status section says Only in your content library. It is not connected to a website. Nothing here posts or sends them; copy them to where you post or send from. Publish on these pieces only marks them as published in your library. To send an email to a list, use Email Marketing.
  • The pre-publish check on the right is written for web pages, so on a social post or an email it also asks for things like a meta title that these pieces do not have.
  • Reviews work here too: see Get a Post Approved Before It Goes Live.
  • More: Distribution and Proof covers how a case study can be drafted from a won deal.