I’m a longtime fan of case studies. They’ve always been an important way to showcase your expertise. These days, when content marketing is all about telling stories, case studies have never been more important or more relevant.
Here are 4 tips for making case studies more compelling.
1. Dig deep and find the meat of the story
Before diving into your case study, ask yourself: where are visceral parts of this story that will reach my audience on an emotional level? Case studies are often written like instruction manuals, when they’re actually very compelling success stories about real people.
2. One word: edit
An estimated 66% of B2B marketers say case studies are the most effective means of attracting their target audiences. When people go to your website, they’re likely to read your About section and Case Studies. Don’t disappoint them by providing endless details that don’t get to the core: Challenge, your Solution and the Results. Make it easy for your reader to understand what you’ve accomplished.
3. Play to the herd
If you’re not paying attention, people no longer buy things without checking out what their peers have to say on the matter. This is the millennial profile, but it’s not just the kids who are doing this. Who doesn’t read reviews on TripAdvisor and Yelp, consult with friends and knowledgeable colleagues before making major purchases. Case studies help validate you. They provide instant credibility:
- Case studies humanize your brand. They put your solutions into context.
- Case studies are your customer success stories. They directly influence your prospects, attract high-quality leads, build trust and boost revenue.
- Case studies provide third party endorsement—motivate potential clients by showing them how you can help and why you are their best choice.
4. Case studies endure
Good case studies retain their value, year after year. Blogs may become irrelevant, depending on the topic, but a case study that highlights business fundamentals–your ability to solve problems, build relationships, meet deadlines and budgets and help your clients grow their businesses—these endure.