A case study is the term for an analysis and description of a particular case, and it’s a content marketing tactic used by companies in multiple industries. According to a study performed by the Content Marketing Institute, 77 percent of B2B companies use case studies as part of their content marketing strategy — and there are several reasons why.
Case studies can be used as a lead magnet on your website to help you get more traffic and more leads. They also highly influence purchase decisions, building trust by explaining how your product or service helped a customer. That’s why case studies should be an integral part of your marketing strategy if they aren’t already, especially if you’re a B2B company. Here’s how to create a case study.
Research and Interview for the Case Study
The first thing you need to do is decide who or what your case study is going to focus on. Who is the subject of your story? What’s their situation? How was their problem solved by your business? Make sure you choose a person and a situation that your ideal customer can relate to.
Do all the preliminary research you can to learn about your case subject, their story, and any other background information you want to include. Then sit down and do an in-depth interview with the subject of your case study to answer any questions you still have (if coordinating schedules is too difficult, send them a questionnaire to fill out at their convenience).
After you’ve spoken with your subject, analyze everything surrounding their situation. Think about how their problem was solved and why the solution worked — you’ll want to include that information in your case study.
Time to Write the Case Study
Consider hiring a freelance writer or an agency to help you write your case study. Public Relations Sydney explains that your case study should have four main components:
Introduction (a brief overview of the subject)
Objectives (the details of their problem)
Strategy (how you solved it)
Results (statistics or measurable data)
A downloadable PDF is the most common way of structuring a case study. That way, you can use it as a lead magnet, so your website visitors have to enter their email address to receive the PDF (this equals more leads for you). You can also have all of your case studies together on a specific page of your website, or create a slidedeck for each one.
Promote Your Case Study
Promote your case study on your website, as a content upgrade on your blog, and on all your social media channels. By writing a strong case study, you can use it as a marketing piece and see more conversions coming your way.