It doesn’t have to be lengthy; just enough to educate and drive action in the right direction.
This case study from Simple Reach provides a glimpse into the strategy intel used to improve content marketing.
Despite that, case studies have their place as a top-performing addition to the content marketing strategy and work wonders in your sales funnel.
According to data from Content Marketing Institute, case studies rank as one of the most popular content marketing tactics with 65% of marketers perceiving them as effective.
Sum it up (give it a happy ending).”Apptio does an exceptional job with its case studies, highlighting the main story components of who, what, when, where and most importantly – how.
To tell the right kind of story in your case study, and determine which data is most pertinent, you need to ask the right questions.They are an incredibly time-consuming task and require tons of scheduling.And when you think about it, why would anyone trust your side of a case study story?These testimonials and quotes add serious social proof to your case study.“It’s best to use short, snappy quotes, dotted throughout the case study that underline or explain one of your bullet points,” says Matthew Stibbe, CEO of Articulate. What you put in your case study should be as accurate and factual as possible.“It will be clear from your transcript which words are better left as they are.”If you look closely at the quotes throughout this Groupon case study from Sprinklr, it’s clear that a lot of the quotes are edited or have been cleaned up, and that’s OK! However, you can, and absolutely should, edit quotes from your customers to add more impact to statements.Lead your customer to help get the information that will make your case study stand out.Those questions will vary depending on your customer and the product or service, but here are a few examples to point you in the right direction: Remember to get the raw data when you can to support the case study.Many customers whom I’ve requested for case studies have even told me, “Yeah, go ahead and edit that to make it say what you want to.”Just a few minor tweaks to a quote can make it sound more well-rounded, and give stronger support to the overall point of the piece.Your contact will provide you with great data and a before and after glimpse which paints a nice picture.A lot of case studies lack the extra stuff to hook and engage an audience.They are left wanting and do little to inspire creative storytelling.