On this blog, I always aim to share my actual experiences in content marketing and provide key takeaways so that readers like you can implement proven strategies. So, this week we are going to dive into case studies.

If you’ve created case studies for your brand, there are some tips I will share that can power your case study strategy. If you’ve never created a case study for your brand, this post is going to equip you with everything you need to know about case studies.

So, let’s start exploring the power of case studies.

Why Case Studies?

Case studies show and prove to a potential client how your brand has solved a pain point for one of your clients. This highly relatable piece of content showcases your proven abilities to a potential consumer.

I’ve created many case studies throughout my career and for every brand that I’ve created them for, case studies are the highest converting pieces of content.

Case studies are great to have when a lead is in the phase of the buyer’s journey where they are about to make a purchase decision.

Case studies will educate them on how your brand made a difference for one of your clients and how your brand can make a difference for a potential client as well. These real-world examples are just what you need to convert a lead into a sale.

How to Get Clients to Participate in a Case Study

Before you can start writing a case study, you first need to convince some of your clients to participate in a case study interview. So, meet with a client-facing coworker and first identify who your happiest customers are.

Then you will need to interview your happy customers about their experience with your brand.

A case study interview takes time out of your client’s day so don’t be surprised if there is some hesitancy on their end when it comes to participating in a case study. In the past, I’ve had luck with incentivizing clients to participate in a case study with a $50 Amazon gift card. This thanks them for their time and will make them more willing to let you interview them for your case study. And, since case studies are so valuable, this gift card is so worth the budget to have a new case study in your collection.

Case Study Interviews

Regardless of how you get your clients to partake in your case study, after reaching out and securing interviews, it’s time to hone in on the right questions to ask. When drafting your questions, you want to think through what type of answers you’ll get and how these answers will lead to engaging copy for your case study.

Remember, the goal is to showcase how your brand is a champion for your clients.

Here are some of the questions I ask when I’m interviewing a brand’s client for a case study:

  • How did you hear of the brand?
  • How long have you been a client?
  • What made you decide to become a client of the brand?
  • Have you ever used a competitor’s brand? If so, why did you switch?
  • What are some challenges you faced before coming on board with the brand?
  • How did the brand help you overcome these challenges?
  • What is your favorite thing about the brand?
  • What has made you want to remain a client to the brand?
  • How do you plan to keep working with or use the brand in the future?

I find that these questions keep it short, sweet and to the point while yielding fantastic information and quotes to use in my case studies.

How to Write a Powerful Case Study

Once you’ve interviewed your client(s), it’s time to start writing. If you don’t feel comfortable with your writing skills, you can always hire a freelance writer on a site like UpWork or ProBlogger.

If you are writing your case study in-house, there are a few things to keep in mind.

The most important thing is that your case study tells a story. You want to start with challenges your client faced before coming on board with your brand, transition into how your brand solved pain points, showcase how your client uses your brand and end with how your client plans to continue using your brand in the future.

What to Do with Your Published Case Study

Once your case study is written, give it to a designer and put it up on your website. I recommend making it easy to find by having a case study section as a drop-down option on your homepage. I also recommend putting a block on your homepage with a teaser of the case study and a button to read more.

I personally don’t recommend gating case studies with a lead capture form as you want it to be super accessible as it’s a high converting piece of content.

You also want to make sure that your sales team is equipped with the case studies you write for your brand so that they can send them to leads they are working on.

It’s not a bad idea to use your marketing automation platform to send an email with your new case studies to all the leads in your database.

If you have the budget, you can create social media ads on LinkedIn, Facebook and/or Twitter to generate more views of your case study. Speaking of budget, if you have it, you should also consider purchasing an email blast to send out your case study to an audience specific to your brand.

The point is that you want to get maximum views on your case studies.

Final Thoughts

Case studies may be the most valuable pieces of content that you can create for your brand. Having the skills and plan in place to recruit happy customers for interviews and knowing how to write a case study is going to get you a long way and convert more leads into sales. Be sure to promote your case study and have it easily accessible to ensure maximum views. If you implement what I’ve outlined in this post, you are sure to see more leads convert into sales!
Have you written a case study for your brand? I’d love to see a link to it in the comments below!

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