The humble case study. Not your most inspiring piece of content, right? The fact is, it should be. Sure, you can talk a good game about your business, but remember: your case studies are where you prove you can back it up. Case studies show off your business in action and share your success stories from a client’s perspective. They help prospective clients envision a project and see exactly how your service could benefit them. They have the power to promote business and build client confidence without being overtly salesy. In fact, 97% of B2B customers consider case studies to be one of the most reliable forms of content.
The bottom line? Don’t underestimate them.
Here are some of our top tips to maximise your case studies and make them an integral part of your marketing strategy.
Have a Clear Purpose
Don’t put together a case study for the sake of it. Your audience will know. To get them engaged, choose projects with clear value and interest, and that will generate leads. Figure out which potential clients you are targeting and what you want them to learn from your case study. This will help craft the right questions for a case study questionnaire.
Still need some inspiration? Download our case study template here. These questions can be adapted to suit your business, whatever sector you are in.
Tell a Story
The success of your case study comes down to how convincingly you tell your project story. Identify the important details you want to include and get rid of the fluff. Having a clear structure is key and will help you develop a persuasive narrative based on your project’s objectives, solutions, and outcomes. At Creative Quills, for example, our case studies follow the simple formula of ‘Briefed- Delivered-Achieved.’ A set structure doesn’t mean your case study has to feel tired and predictable. It will help you signpost your project and highlight a clear relationship between your actions and the results achieved.
As well as providing an account of your project, your case study needs to quantify any achievements. This will vary depending on your business. It could be a percentage increase in client sales. Or, if your service offering is more creative, visuals from a completed project. This will make your outputs feel tangible and help establish credibility and trust.
In a recent case study, we included a sneak preview of the video marketing report we produced for PureMotion.
Don’t Forget! Case Studies Are Content, Too!
Are you leaving your case studies to fend for themselves on a forgotten webpage? We thought so. Make sure you regularly share your case study content on social media and find ways to make your followers take notice. Try including images, infographics, or even videos in your case study posts. You can also use case studies to enhance and support other content. Try including links to case studies on relevant web pages, in blog articles, and in newsletters. This will not only increase engagement but will also help boost your SEO.
Case Studies Are What You Make of Them
Case studies may seem very corporate, but they are one of the most valuable and versatile content types in your arsenal. As soon as you start treating your case studies as dull and formulaic, that’s exactly what they’ll become. Case studies should always be a considered an element of your marketing strategy, and not an afterthought. Invest the time, think creatively, and make your case studies sing.