How can the average business benefit from case study writing? Among all methods of marketing a product or service, case studies supply something other methods do not: experience. Drilling down on case study writing has become a priority for businesses who want to offer more than a good review or testimonial. They want to show their audience how to turn failure into success.
Why Use Case Studies?
One principle of good filmmaking is “show, don’t tell”. The idea is that using lots of words to convince people is never as effective as demonstrating compelling points.
It may surprise people to learn that this adage is useful in case study writing, too. Particularly where it concerns marketing.
Even though many case studies rely on words to make their point, they are not long treatises on the virtues of a product. They tell a story by outlining the problem and presenting how the business or product fixed it.
This is attractive to readers because they are receiving factual, practical information. Even if it is told conversationally or humorously, it rings true. It feels more trustworthy than a sales pitch because the writer is not promising results – the results are already in.
Reasons to Prioritize Case Study Writing
Here are more reasons why case studies are a great marketing tool for businesses.
It serves the niche.
Case studies can be much more niche-specific than other types of content. After all, case study writing is all about showing a targeted audience something that matters to them. This is not easy to come by in a sea of blogs and reports full of data. People will click on innumerable links, looking for a single piece of information within. They will attempt o piece all findings together themselves.
Or, they could come by a case study created for their purposes. The high degree of relevancy observed with case studies is what makes them a marketing miracle. Case study writers identify a very clear goal that pertains to the audience and builds a case that achieves the goal. This way, a niche audience easily gets the information they want.
It is a straightforward way to present research.
Where is the proof that what a writer says to the audience is true? With a case study, it is evident. The research is already complete, and the outcome is known. This removes any uncertainty that the tested solution is the best course of action for the reader.
Ultimately, good research and quality additional sources increase brand credibility. Case studies are an excellent way to keep consumers from feeling as though they need more evidence before doing business with a brand.
They are customer-focused.
Businesses spend a lot of time telling consumers why their product or service is great. The work they put into it, and why they think it matters. This adds some value, but it does not make the consumer a priority.
When reading a quality case study, consumers are right there. They know that the results of the study are for them and that they are the ones who are benefitting from what a brand is sharing.
They inspire more content.
Within every great case study is the opportunity to continue sharing the good news about a business. A body of statistics can be broken down and presented as separate, interesting facts on social media. One of these findings may even be relevant to an adjacent niche. Additional content can be produced for that audience using results from a case study.
That is one of the most valuable parts of receiving a brilliant case study; the results may reveal something a brand has not considered before. It can take any business in a new direction, with a wider audience in tow.
They are easier to understand.
Not every product or service is self-explanatory. In these cases, explaining why it is someone needs a product to solve their problem is more of a challenge. It is a challenge that case studies tackle relatively easily.
A rundown of specifications only tells part of the story. A case study paints a picture in which the reader can imagine themselves using the product. Instead of merely explaining where the value is, readers picture a scenario and can feel why it is important on their own.
Case studies answer questions.
Good copy that helps sell always anticipates the audience’s questions. Case studies are an ideal way to address and answer questions, so there are fewer barriers to purchasing. In fact, a case study may leverage an actual consumer’s experience to answer questions for the new, potential consumer.
This only builds further trust in a product or service.
The Elements of a Well-Constructed Case Study
Excellent case studies involve more than a story. Here are a few things case studies need in order to be effective:
- Beginning, middle, and end. The problem, the solution, and how the positive outcome was achieved are essential. If one is missing, it is not worth it.
- Get specific. Inexperienced case study writers may just say that this business’s service is so great, it solves problems. That is not good enough; what is it about their service that made the difference?
- Presentation. The two elements of great presentation in case studies are readability and availability. The case study must be broken down and structured in a way that makes it easy to read. The business must make it easy to find on their website or another platform.
- Supply proof where applicable. Many businesses collect data constantly. If there are exact numbers that can be provided or graphs that could demonstrate just how big of an improvement took place, they should be used.
- When using multiple case studies, mix it up. If a marketing strategy includes multiple case studies, they do not need to be presented in the same place. In fact, reach may increase if this varies. For instance, one case study could take a more informal tone and appear on a blog. Another can become a high-value PDF that email subscribers receive an invite to download.
Case study writing increases conversions and nets brands larger purchases and clients. It has remained so vital to marketing that businesses are reaching out to writing agencies, where experienced writers familiar with the format are always available to make short work of huge results.