The case study – real-world evidence of benefits in action
In this blog, Hugh Cadman, Senior Content Creator, shares his thoughts on:
- The role of case studies in establishing a brand’s credibility
- Why they’re the gift that keeps on giving
- The different formats case studies can take
Few pieces of content have the electro-magnetic power of a case study. If expertly written, case studies bring solutions to life and establish credibility, describing how a tech business solved a significant challenge for a customer, achieving real, measurable results.
In the B2B tech market, a single case study published on a website or in a top-tier publication can have the power equivalent to hundreds of five-star customer reviews in the consumer sector. For companies that need to grow fast, a case study gives substance to the claims on their website or their marketing materials.
By detailing first-hand the challenges customers or clients were facing, and providing stats and proof-points, a case study strikes an immediate chord with the right audience segment. Potential customers get a clear picture of how a solution or service works and the ROI it provides.
It’s worth the effort – case studies have a long shelf-life
It is true that for many companies, persuading clients to take part in case studies can be tortuous. For tech companies scaling up, their big-name customers carry huge value but are often reluctant. Much can hang on personal relationships.
It is, however, worth investing time in case studies because they have multiple uses and a long shelf-life. They feed into many other types of public relations and marketing content. Reshaped and reworked, the information and endorsements flourish in social media posts, in blogs, as well as in articles in respected target publications.
They can provide the rocket-fuel for award entries and give an eye-catching focus to discussions or round-table events with journalists and analysts. At conferences and events, a snappy presentation based on a case study has genuine impact.
Podcasts and videos
A case study is also ideal material for podcasts and videos. Short-form videos hosted on a company’s website can act as quick introductions to the challenge, how the company solved it and the results achieved.
A podcast can explore the topic at greater length in a conversational manner. This is engaging, easily-digested content that matches the different needs of audiences.
Shout about your customer success stories
In many sectors, such as cyber security, case studies are not so much gold dust as solid nuggets. Quite understandably, major companies are sometimes uneasy talking about their cyber security set-ups and how a solution has transformed their protection.
But if any tech business struggling to get noticed has a customer willing to endorse it in a case study, it should be ready to shout about it as loud as possible. In areas like data management, analytics, AI and managed services, a tech company’s customers can often see the value to their own reputations in a case study. It will demonstrate their commitment to superior service, greater efficiency or customer-focused innovation. It tells investors they are committed to expansion or greater profitability or have made an important strategic shift.
Writing case studies is an art
It is essential, however, that any case study is drafted by people with experience. In some industries, such as telecommunications, lengthy and technical case studies are highly valued. Prospects always want to see the detail. But many audiences now want to get to the point very quickly before making a decision about whether to invest more time exploring the detail to see if it applies to their own business.
Case studies are truly evergreen content, reaching new audiences across numerous channels to establish a business as an expert in its field. Any opportunity to create one should be seized with both hands.
To find out more about how we can support you to develop attention-grabbing case studies, contact the Whiteoaks team today.
