In this competitive world, every organization is trying to market its products or services uniquely. To create brand value for the organization, they use creative and innovative ways to promote their products and services to their targeted audience. Due to the emergence of social media and online platforms, businesses and marketers are on the look for engaging and high–quality content that would attract the audience.
Case studies are one such content marketing technique that helps organizations to create an impact among their niche audience by sharing knowledge and value through which they can market their products and services as well. So, what are case studies all about? How is it important and how to write a detailed case study? This article tries to explain in detailed this aspect.
What are case studies?
A case study is the analysis of a particular problem or a client or a situation that the organization or marketers encountered and the quantifiable results they got after the application of a certain technique or strategy. With the help of case studies, we can analyze and get in-depth knowledge about the steps and strategies implemented to overcome the business problem faced and the results obtained.
Therefore, a full-proof case study will help businesses and brands to display their expertise in their field to their potential customers. Case studies act as social proof similar to online reviews that provide potential buyers or clients to determine whether they are making the right choice of choosing one organization over the other. Case studies are one of the best forms of content marketing techniques that creates a win-win situation for the client and your organization.
Adding case studies to your content marketing strategies will help in improving the engagement rate of your targeted audience with your brand and increases the chances of getting more potential customers.
Importance of Case studies in Content Marketing
Case studies have been around for a long time but marketers and businesses have not utilized them in the full sense. Case Studies are considered an extraordinary way of promoting business content to potential customers and clients. So how important is Case studies in Content Marketing, here are some important points:
1. Original content
As we all know in Digital Marketing “Customer is God and Content is the King”. Therefore, content and content marketing are always very important in Digital Marketing & SEO. It is always important to create unique and attractive content to make your audience engage more with your brand or business.
Case studies are one such content marketing technique that highlights unique customer experiences. There is less probability that two case studies would ever be the same. We would create original stories unlike content created by your peers or competitors. This would surely help businesses in Digital Marketing & SEO in the end.
2. Reusable & Shareable Information
Case Studies help us to create reusable information, as we can represent the same case study in the form of an image, infographic, blog, or video and publish it like a podcast. We can even use it for email marketing purposes as well. Case studies have the maximum marketing potential at multiple touchpoints and across different marketing avenues. Case studies can also be shared on different social media platforms, which would help in branding and reaching a wider audience.
3. Build Credibility and Trust:
Businesses and Marketers are working hard to gain the trust and credibility of their targeted audience. They are trying different ways and means to achieve it, and one way is Content Marketing. In content marketing, the case study is one of the best ways to promote the business and build trust among the customer. It builds credibility for your brand and helps to create lasting relationships with the customers.
All people, young or old like to hear stories. Case studies are also the story of your business or brand which has a “happy ending”. By explaining the past situation of a business problem, you faced the set of measures and steps you took to solve the issue and ending the story with the improvements, you made by throwing in some data and figures would make it more convincing and relatable. This would attract more readers and followers for your content, by which you can build your community and which in turn will reflect in business growth as well.
5. It demonstrates your success
Case studies are always result-oriented and action-oriented. Organizations mostly present their success stories and the results they got for action. So, case studies help as a guide for potential customers who face similar challenges and we contact you for real-time solutions for overcoming them.
Importance of Case studies in Branding & Marketing
Every business work towards building brand value for their products or services by sharing content that can connect with their customers and stakeholders. Marketers are ranking Case studies as one of the most effective tactics in shaping a brand name and increasing sales. So, how do case studies help in shaping brand value? Here are some of the important factors,
1. Demonstrate your expertise in the field
Everyone strives to become an expert in his or her particular field. In the Digital marketing world, content that is more shareable helps you to become one. Case studies are one such content marketing technique by which we are sharing our experience and knowledge in the field with others. It exhibits the expertise an organization has in a particular area or domain. This makes you unique from your competitors in the eyes of customers that would add value to your brand.
2. Acts as a Powerful social proof
Renowned marketers in their studies have mentioned that the majority of customers look out for social proof before making a purchase decision. Normally a customer looks out for social proof like reviews, ratings and case studies. Case studies have an advantage over review and rating, as they are original stories about an organization with specific challenges and objectives.
3. Strengthen customer relationships
Case studies help in building better and long-term relationships with existing and potential customers. Creating a case study about the challenges faced by existing customers and the practical solution, you provided and the results obtained can act as a mutual benefit for both sides. This builds stronger business relationships and they can become potential brand advocates.
Potential customers get free practical knowledge about a business challenge that might help them in solving some pertaining issues. Offering them real-time case studies would benefit you in gaining more customers in the end as well.
4. Act as a selling tool
Organizations and marketers always look out for unique ways and tools to sell their products or services to their potential clients. Case studies can be an effective resource for the sale team to help sell their products or service. Case studies are one of the best resources the content marketing team can provide to the sales team to pitch their product or service to the client. Case studies can act as Unique Selling Propositions (USP) as well.
5. To Attain Quality Leads & Drive Conversion
All businesses are facing challenges in attaining quality leads and conversion. Running online ads and traditional marketing are ways to get leads and drive conversion. Nevertheless, quality content on online platforms can play a pivotal role in gaining more quality leads. Especially, case studies are typically the last evaluated content before making a purchase decision and can go a long way in convincing the customer. A great case study with facts and data can often be the tipping point for conversion.
How to write an Engaging Case Study for your Business?
So, now it is very much clear how important case studies are in marketing and branding. Now arises the issue of how to write a compelling case study that would create an impact on the audience. Here are certain factors that need to be kept in mind while writing a case study,
1. Good Presentation
The case study needs to be presented engagingly with a clear structure and format. Case studies must include graphs and images to create a visual impact on the audience. The presentation must be user-friendly and readable in format with proper headings, subheadings, points and lists.
2. Subject matter must be compelling
Not every case study is worthy and compelling. Organizations need to choose their best accomplishments and projects where they have clear results to show and clients are happy with what they have achieved. This could be anything, like an online campaign on social media that increased the engagement rate among the audience, a website redesign that increased the conversion rate, etc. Also need to highlight the impact it had on the business of the client, what unique issue was resolved etc.
3. Focus on a Specific Industry or Sector
Good case studies would tend to be focused on a specific industry or sector. A generic case study will not reap the expected results, so specific industry-related case studies would strike the right chord with your target market. If the organization is working in different industries, it is always a good idea to create a case study for each one, so that you can reach all types of audiences in a wider manner.
4. Must Be Solution-Centric with Facts & Data
Case studies must always be problem-solving and solution-centric. Organizations need to show the practical work they have done to find the right solutions for the problem. An effective case study will clearly illustrate how you conceived the problem and how systematically you solved the problem through your expertise.
Case studies must also highlight the results with facts and data. Audiences are more excited with factual data than imaginary situations and solutions. If you do not have any results and facts to show, it is always better not to have case studies.
5. Including Quotes and Testimonials
Adding testimonials and feedback from customers at the end of the case study would add credibility and would be more convincing to other prospective customers.
In this very competitive market, one of the effective ways is to use case studies on our website. Previously customers relied on brochures, catalogs, and leaflets before making a buying decision. Now, with the emergence of online platforms, customers can easily understand marketing material and show less trust in it. They depend upon reviews, ratings and other forms of content. At this juncture, good case studies can surely increase the credibility and brand value of the business. Case studies are the future of content marketing strategy and all companies need to include them in their marketing strategy.