Are you tapping into the power of your case studies?

Testimonials are fantastic.

They're a snappy way of building trust and are a vital part of your content.

They tell people in a few sentences what you did and that you did it successfully.

What they don't do is tell people HOW you did it and what challenges you overcame.

They don't showcase the expertise you used to solve problems and deliver a great result.

They don't tell the whole story.

For that, you need a case study.

What makes the perfect case study?

1. Pick the right client - Your prospects may contact them for more information, so this must be someone with whom you have a good relationship and someone who is prepared to be your advocate. Real, identifiable people are needed for the perfect case study as their opinions carry far more weight than those in an anonymous case study.
2. Make sure they really understand your product or service - Your prospects may have several questions about the scope and scale of your services.
3. Tell a compelling story - Every story has a beginning, middle, and end, a problem, a solution, and success. Every case study should broadly follow the same pattern and make emotional connections with your prospects. So, you need to know whom you are targeting and what they care about. Find out more about creating personas and how to use them.
4. Your story should include... - Who the client is and what they do, what the problem was which brought them to you, what the client's goals were, and how you helped them achieve those goals.
5. Show your success - Have tangible results to show how you were successful. Get the data and interpret and present it in a clear, concise way. Show the benefits to your client and use quotes from them to back this up.
6. Show prospects how those benefits could be replicated for them - How can the process you followed be applied to other businesses? Give some examples in key areas or sectors you'd like to target.

Is the medium important?

Yes, it is. Video has far more engagement online than case studies with still images or without images.

So, a video case study is an excellent method of getting your business noticed.

However, be aware that Google and other search engines still rank posts by written content, so make sure your case study has a good transcription alongside it using relevant keywords and SEO tips to help the search engine's algorithms find it online.

Should you use a journalist to help you craft excellent case studies?

Yes. Journalists are trained in the art of interviewing, how to spot a good story, and how to write it.

They can also advise you on whether your case study is newsworthy enough to be sent to the media to get you some positive PR, and have the contacts to help you reach the right reporters and news and content editors.

If you need to be careful of costs, look for a freelance journalist or content writer rather than a larger agency.

Once you have that perfect case study, promote it on social media and send it to your email list. It's evergreen content, so don't forget about it! You can promote it months and years down the line.