Case studies are not new. Despite this, their power hasn't diminished. If anything, they are more important than ever before.

As a copywriter, I write a lot of case studies. In this post I explain why they are valuable and how to use case studies in business. If you find this useful please share. I also welcome your comments.

So, why are case studies effective?

People have become cynical of traditional advertising — particularly the Millennials.  They're tired of loud interruptions during their favourite TV shows. Instead, they learn about products and services in their own time by searching the Internet and engaging on social media.

This is why content marketing is on the rise. Successful content marketers produce useful content that answers their customers' questions. It's a fact that leads generated from content marketing cost about 60% less than those from outbound marketing methods. Content marketing guru, Jeff Bullas, recently wrote a blog on the 10 commandments of content marketing, which is well worth a read.

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Case studies are an important part of any content marketing strategy. Here's why:

Show not tell

Case studies demonstrate your expertise and how you add value for your clients. For some businesses, it can be difficult for their clients to fully grasp the benefits of their products or services. Case studies explain what you do using real-life examples.

Easier to remember

Research shows that facts and figures are more likely to be remembered if framed in a story. And that's what case studies are — stories. Ever since childhood, most of us have enjoyed stories. When we read a story, there is no sales pitch. We just relax and put ourselves in the shoes of the characters.

Peer influence

People are more likely to be influenced by what their peers say.  So, case studies that describe real situation with testimonials from real people are believable.

How to use case studies

The beauty of case studies is that they can be used in many ways. Here are some ideas:

  • Load to your website — when potential customers visit your website, they need to know you can "walk the talk." So, a library of case studies on your website is valuable for proving you can.
  • Newsletters — what better material for a newsletter than a case study?
  • Website testimonials — take testimonials from your case studies and use them throughout your website.
  • Part of a white paper — if you are creating a white paper, you can include relevant case studies.
  • A resource for salespeople — case studies are valuable tools for salespeople. If you have a resource for your salespeople to draw from, they can choose relevant case studies to show their clients.
  • Convert to PowerPoint — you can leverage all the work put into a case study and convert it to PowerPoint relatively quickly. 
  • Build your mailing list — offer a free PDF download of your case study in exchange for joining your mailing list.

What do you think? I welcome your comments. If you found this post useful, sign up for my blog by email.  

Related posts:

3 reasons why case studies work

6 steps for writing a case study

How to squeeze a little more from your blog

A guideline for successful content marketing

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