If you are looking for a case study definition, this is the right place to discover more about it. Not only this, but also why it’s so effective when it comes to content marketing strategy. In brief, we can anticipate it’s a useful resource to illustrate and explain how a customer of yours achieved success through a product or service you sell. Simple like this!<\/p>\n
When you pursue an approach of impact, the best way is to show some proof and track record. You may tell a story about a client or bring numbers that led to great results for the business by your own experience<\/a>. It helps to establish trust and attract more customers.<\/p>\n So are you curious about it? Let’s take a better look at how case studies work and which elements are needed to develop a great structure. We will also share a few examples of interactive content that can be added to give it a final touch. Enjoy!<\/p>\n When used as a content marketing strategy, a case study<\/a> is one of the best ways to show tangible results and persuade potential customers. Because it highlights a path of success through a real story with a problem solved by your company. <\/p>\n So, the case study definition is quite simple. The main intention is to create a connection with potential customers and similar problems to be solved. It works almost like a recommendation. Did you know that nowadays 9 in 10 consumers use reviews<\/a> as an important resource before making a purchase decision?<\/p>\n And through this kind of content, your marketing and sales teams have all they need to forecast the company as the best solution. When you share a real story of success based on real proof, what you’re offering is valuable and it helps to:<\/p>\n According to a survey made by the Content Marketing Institute<\/a> (CMI) with 1,200 decision-makers, case studies influence 43% on the purchase process. It’s valid both for small business and large companies. Another report from Eccolo Media<\/a> brings this type of content strategy as the third that most impacts a decision.<\/p>\n For the sales cycle<\/a>, what matters the most are the stories, not the features or benefits of products or services. That’s why case studies are so powerful to connect, approach and engage during the lead generation process. After all, they provide a problem and a solution, paving the way to success, which can empathize with the reader.<\/p>\n Talking about this, case studies are commonly used deeper in the sales funnel since it brings proof, track record or testimonial points. However, the resource can also be applied to generate brand awareness and build credibility (usual strategies from the top of the funnel).<\/p>\n There\u2019s also something about the psychological side of things, too. When people see someone else\u2019s journey, especially one that\u2019s detailed and honest about real setbacks, it gives them this weird kind of optimism. Like, okay, if it worked for that company over there\u2014maybe with a totally chaotic mess of a problem\u2014then there\u2019s hope for ours as well. It sounds a bit obvious, but just knowing that a solution isn\u2019t theoretical really changes the way decision-makers feel about risk.<\/p>\n Plus, not every industry gets excited about traditional marketing collateral. In B2B, a well-woven case study can sometimes break through the jargon fog where a whitepaper or product sheet gets completely ignored. People want to relate, even at work, and a case study\u2014especially one that doesn\u2019t try too hard\u2014plants that little \u201chey, this could be you\u201d seed. It\u2019s almost sneaky how effective it is when done with a bit of restraint instead of flashy \u201cguaranteed success\u201d language.<\/p>\n We already anticipate it somehow through the numbers of surveys and by the case study definition as well. Anyway, it’s important to highlight how this type of content can help in the process of converting leads into customers. <\/p>\n So imagine that you need to solve a problem with time management, for example, and you have to decide between two software. One of them has a case study that shows how a customer saved five hours per week during a project. However, the other solution doesn’t have any proof it can help. Which software do you prefer? We both know the answer, right?<\/p>\n It’s natural for us to be covered by something we trust or something we already know that worked for somebody else. The case study is like this protection we are always looking for before making a purchase or a decision. It’s not by chance that 77% of companies use this<\/a> as part of their marketing strategies.<\/p>\n As you can see by now, case studies can be a valuable content tool. After all, you can satisfy your customers’ needs by sharing real-life stories. But how can you structure this to create a powerful asset<\/a>? First things first, it’s important to know that this type of content has a beginning, middle and end focused on the customer’s point of view. It includes:<\/p>\n The more detailed, including also one quote (or more) from the customer, the more effective it might become. Let’s move this conversation to a new level because we want to share with you some tips to develop a great structure. Keep on reading!<\/p>\n What is the meaning of this? The first step while writing a case study is to introduce your client’s problem. Show the reason that led him or her to search for your solution. Leave the background for later. Use this initial moment to give significance to this problem to be solved. A quote can be added here if you wish so.<\/p>\n Remember those blog posts about “how to” things? This is the idea here. When you build a text that meets the needs of your customers or are related to their industry, they are more likely to get the message. Besides, your products or services will attract their attention as solutions that may work for them as well.<\/p>\n There is nothing better than a good story, right? People enjoy reading content that creates a connection and brings facts altogether. Especially when it’s about something related to needs waiting to be satisfied and similar goals. Do you know the “hero’s journey<\/a>” theory from Joseph Campbell? It outlines a transformation after an obstacle is overcome.<\/p>\n What if instead of static content you had an extra resource to engage with potential buyers? That’s the main purpose of interactive content<\/a> plus generating insights all the time to improve the level of engagement at every stage. After all, this kind of content is effective at differentiating from competitors.<\/p>\n Look at the variety of formats interactive tools offer and try different ways to share the content. You can use an interview with questions and answers, quoting your customer’s own words. Consider also turning the text into a podcast, video or even an infographic.<\/p>\n Content can be really effective, but there are ways and ways to write good material. Keep in mind the format before starting to write. No matter how interesting and informative is a text, if it doesn’t include images, headers, bullet lists, bold (sometimes) the reader might feel distracted and leave the reading behind.<\/p>\n Use a case study to show all the track records your customer has when paving the path to a successful solution. Results are important, after all, it’s all about it in the end. What matters the most during the buyer’s journey<\/a> is getting a problem solved. <\/p>\n Some businesses display numbers to show results ambiguously. To avoid that, try being as clear as possible. For instance, instead of saying that you doubled the traffic of your customers’ website, give your readers real numbers, based on real data and tangible results.<\/p>\n There is no point in having a great story to share without readers to enjoy them, right? So simplifying, reserve a place that is easy to find. Be sure that it’s pretty visible, besides investing in a strategy to spread it via social media, email marketing etc.<\/p>\n As the first tip when we talked about showing the problem. Use the primary section to do so and the next ones outline the solution, then the results. Add names, numbers and all data you have to base the story and make it more powerful.<\/p>\n If we had to come up with another case study definition, we would tell you to make the most of it gathering problems, solutions and results through interactive content. Maybe you thought about it, but still don’t know how to give the next step. So let us help you! <\/p>\n What about an addictive and shareable quiz? It’s an example of interactive content for the top of the funnel<\/a>, which helps to generate leads in sales and create a buzz on social media. Interactive ebooks are a good option for the next stage in the middle of the funnel<\/a> once the buyer can walk through a “choose your own adventure”. <\/p>\nDiscover the case study definition and its benefits<\/h2>\n
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Understand the importance of creating case studies<\/h2>\n
Learn how to create a great case study in 10 tips<\/h2>\n
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1. Introduce the problem <\/h3>\n
2. Write about the needs of your ideal customer<\/h3>\n
3. Use storytelling from start to finish<\/h3>\n
4. Bet on tools to create interactive content<\/h3>\n
5. Try different types of case study<\/h3>\n
6. Provide an easy-to-read format <\/h3>\n
7. Describe the results achieved<\/h3>\n
8. Include real data while writing<\/h3>\n
9. Make the case study easy to find<\/h3>\n
10. Outline problem, solution, and results<\/h3>\n
Connect case studies to interactive content<\/h2>\n