If you’re reading this post, chances are that you’re familiar with case studies. You might even recognize that they’re a powerful tool in your content marketing arsenal to reach your target audience. But case studies are often misunderstood. All the more reason to dig in and examine how you can differentiate yours in a way in which you and your organization can be successful. 

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What a case study is…and isn’t

Let’s start by exploring what a case study is…and isn’t. A case study, ideally should be a piece of content that you use to talk about how you helped a customer - what you did, how you did it, and the problem that you solved. Think of it as a customer review or recommendation on steroids. It uses customer information and experience and can truly impact buying behavior. In fact, 79% of survey respondents claimed they’ve consumed case studies in the last year and they remain the preferred content among B2B buyers.

A case study is not, however, a testimonial nor simply an article highlighting how you helped a customer, or a picture slideshow. 

Case study elements

Here are the elements that comprise a case study:

• A story with a beginning (customer overview and their experienced challenge), middle (why they sought help and chose you and the solution you recommended), and end (results you were able to help them achieve)
• Includes customer input, because, at the end of the day, a case study is about your customer, not you
• Features a powerful headline that compels the reader to want to read more and ideally leverages the customer name, pain point, and/or result. A good headline formula is “how x helped y achieve z.”
• Highlights information your target audience will find relatable
• Helps your customer move through the buying process
• Includes a strong call to action so your reader knows what to do when they reach the end  - book a demo, schedule a call, fill out a form, etc.

For a great example of how these elements come into play, check out this case study for ConEquip Parts, a leading supplier of construction equipment parts with buyers throughout the world., a leading supplier of construction equipment parts with buyers throughout the world. 

Ensuring your case study works as hard and as smart for you as it should
Developing a kick-ass case study is only the first step. You need to ensure it works as hard and as smart for you as it should. Definitely put it up on your website, but don’t go back to your other work quite yet. There’s a ton you can do to maximize; dare we say exploit, your case study. Repurpose it into a blog post, email newsletter, lead magnet, video, or social media post. And share these pieces of content often.

How case studies benefit both you and your customer
Case studies benefit both you and your customer. They enable you to flex your credibility muscle, emphasizing your industry expertise and capabilities. And they demonstrate your customers’ desire to improve; drive traffic to their website, and can help get them publicity. Ultimately, case studies are a win-win-win: a win for you, your customers, and your readers. 

Listen to our webinar
For more insight on finding success with case studies, listen to a recording of our webinar, “How to Create a Kick a$$ Case Study and Use It to Drive Sales” featuring Incredible Content founder Wendy Jacobson. 

Let’s talk case studies
Now that you understand the true power of case studies, it’s time to harness it. Contact us to learn about our simple, effective case study process. 

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