A study done by DemandWave shows that case studies are one of the top three content marketing tactics that drive leads and revenue for businesses.
Case studies bring your products to life. They tell stories that paint pictures and evoke emotions in your audience. They give you credibility and if you have worked with popular brands you can use their brand power to convince your prospects to invest in you.
How do you create a compelling case study? Here are 5 steps to help get you started.
Understand Your Customer
Before you contact your customer, you should research their company. You can find plenty of information about a company by just researching them online. Your sales team is a great resource for familiarizing you with the customer. And if you have a CRM tool such as Salesforce, your sales organization might have added valuable information that can help you with your research.
Create a list of questions that you want to ask the customer. At a very high level these are a few questions you want to ask to capture the information you need for the case study:
Set Up an Interview
In most situations, it’s best to set up an interview by working with the account manager or sales representative assigned to the customer. This is specifically true if your account manager is working on an upgrade or upsell opportunity with the customer. When you set up a time for an interview with the customer, you should take as many notes as you can to add substance to the story.
Create the Asset
Regardless of what format you pick for your case study it should tell a compelling story from the perspective of your customer. Here is a high-level flow that you can follow:
Once the asset has been created, it will go through a few rounds of reviews. The customer will need to approve it before you publish it.
Case Study Formats
Here are some case study formats that are used to drive demand:
Case studies are important assets for your content strategy. They drive demand, increase the quality of your leads and help your sales team close opportunities.