Case studies — frequently placed in the same buckets as Death By Power Point and Buzz Word Bingo.
They’re problematic little monkeys that too often become ramblings of glorified self-achievement, rather than demonstrations of client problem- solving.
Download a free, printable case study cheat-sheet at the bottom of this page!
Why do we need case studies?
According to HubSpot’s State of Marketing Report 2020 marketers state case studies as one of the primary forms of media used within their content strategy marketing mix.
So, on top of blogs, social media posts, videos etc, case studies are another effective tool in your marketing mix to:
- Engage with potential new customers
- Increase brand awareness
- Inform and educate your market
- Demonstrate worth, integrity and knowledge over competitors
- Prove how your services work in the real world
What are case studies?
A case study is a clear and directed piece of content explaining how you advised and solved an issue for a client along their customer journey. Case studies should explain how you helped a company so they can now reach their goal.
What aren’t case studies?
A case study is not an advert or a press release. Get over yourself — it’s not all about you!
Case study top tips:
- 1. Why are you writing a case study?
Forrester claim 70-90% of the buyers journey is complete prior to engaging a vendor, and consumers engage with 11.4 pieces of content prior to making a purchase. Look at your services and consider how, for each one, you have successfully helped previous clients.
- 2. Direction
Each case study example needs a common flow: The client’s situation, their problem, how you helped and the outcome from solving their problem.
- 3. Length
A case study is not a white paper (a report detailing complex problems and how an organisation presents thought leadership in this area). Simple paragraphs of concise content are required – not an essay.
- 4. Are you answering problems?
Does your case study demonstrate how, after a company used your services, their problem was solved? Can another organisation identify with this and understand how you can assist with their problem?
- 5. Real information
Statistics and data pertaining to the client’s situation demonstrate strong value in a case study. People love seeing a percentage difference and they can relate this information to themselves.
- 6. What can the client now achieve?
End your case study on what your previous client achieved through your help — don’t end a case study on how great your product or service is for the client. Organisations want to be capable of future proofing self-enablement, and this is the section in which you demonstrate how your company made this feasible.
- 7. Is it readable?
If your case study acts as insomnia solver, I think you have to agree, you haven’t nailed writing:
- Don’t bore people; content needs to engage and inform, not drag.
- Be kind to your audience, and they are likely to reciprocate.
- Do not use pretentious bits of jargon – the chances are people will think you’re exactly that – pretentious.
- If you know your industry, have successfully solved client-based problems and shown how clients have progressed from using your services, you’ve crushed it.
- If people are left snoring from your case study — epic fail.
- 8. Call To Arms (CTA)
At the bottom of each case study are you demonstrating a strong immediate response to ensure people want to contact your organisation? For instance,
If you have a similar issue, call … to discuss how we can help.
Inspired? Click here to discover how we can help you.
Ready to learn more? Click below to talk with one of our consultants.
- 9. What to do with case studies
Website —Place the case study alongside a client’s testimonial on your website – 82% of consumers read online reviews for local businesses
Video — now considered one of the most important part of your content strategy; use your case studies as a video concept
Social media — Drip feed case studies on social media platforms
Networking — for a quick pitch, use a case study and clearly demonstrate how your company has successfully solved a client’s problem
Blogs — Write blog posts about your case studies – extend the information to further inform how a customer’s problem was solved
Ebooks — create industry specific ebooks using case studies for structure
Newsletters — get people on board from reading stories of how you help others
Sales — Get your sales team to use case studies to help sell your services
- 10. Struggling?
In conclusion, if you would like more advice with case studies, call 07765 406978 to discuss further!