Lists of content marketing materials generally include case studies.  Sure, they’re content, and you market yourself with them.  Same thing with blogs, white papers, infographics, and so on.

I don’t consider case studies to be simply content marketing, though.  Unlike those other tools, studies are mission critical.  To wit:

• You don’t need to publish articles on a regular basis. You do need to have an answer for “How have you helped others like us?”
• White papers aren’t going to show up in sales presentations. Case studies often do to reinforce your capabilities and sell in your ideas.
• They work. Studies are the most trusted marketing content and most used during buyer research.

So, what do you need to know about pumping up your sales with studies?  Here are answers to some of the most common questions I receive about them.

1.  What’s a case study?

Yep, sometimes it starts at square one.  Case studies are success stories about how you’ve solved other people’s problems.  They’re proof of your claims, putting the theoretical side of your solution into sharp focus.  If studies are written well, prospects can see themselves experiencing the same sort of success with you as the customers in those studies.

2.  How do I use case studies?

Part of the beauty of studies is their diversity.  They can stand on their own as well as be repurposed for other materials such as blog posts, websites, brochures, and even things like podcasts.  Sometimes, they don’t even have to involve you.  Showing what other successful brands are doing in similar situations can reinforce your prospect pitch or customer recommendations.

3.  How are case studies organized?

While there’s no hard and fast “right” way to structure a study, most do follow the same flow.  Start with a background on your customer and its challenge/problem/issue.  Talk about how you solved it.  Share concrete results, using quantifiable metrics as much as possible.  We’re obviously broad-stroking it here, but this is the most effective narrative.

4.  Is there a preferred case study template?

Not really.  The storyline above is what’s important.  Here are some examples of different case study formats.

5.  How long should case studies be?

As long as they need to be.  Sounds like a cop-out, I know, but it’s the most legit answer.  If your offer’s complex, it might require a bit more meat on the bone to get your points across.  If your audience is used to quick hits, then don’t publish a five-pager.

6.  What kinds of information are most often left out but shouldn’t be?

I’d point to three things in particular:

• Explain why your customer in the study chose you out of all the options in the market since your prospect is going through the same selection process as they were.
• Outline your strategy or approach to solving that customer’s problem to show the prospect how you think.
• Show how you plowed through any roadblocks to give prospects confidence in your problem-solving abilities.

7.  Can the writer interview our customer directly?

Good case study writers don’t have to be actual journalists, but they do need to have certain journalistic skills.  This includes being able to uncover the right information for a compelling story.  That may simply require talking about it with their client, or it could involve a conversation with their client’s customer (i.e., the subject of the study).  Writers can also turn recorded interviews, calls, podcasts, etc. into studies, asking their client questions as necessary to fill any gaps in info.

8.  What if we aren’t allowed to identify our customer?

No big deal.  Most prospects understand (and appreciate) the need for confidentiality when necessary, especially if they may be the subject of a study one day themselves.  As long as the story is structurally sound, well written, and includes enough about the customer’s business for context, then the lack of disclosure won’t impact the message.

9.  Do I need customer testimonials?

Are they necessary?  No.  Do they add credibility and a human touch?  Sure do.  Nine in 10 consumers read testimonials, and seven trust businesses more if they’re positive.  That’s because what you say about yourself is less impactful than what others say about you.  Even if you can’t reveal the customer contact, you could still use the person’s title.  Any approvals you need from them before publishing the study is a good time to ask about this if you haven’t already.

10.  Will case studies work for B2C companies?

Why should B2Bs have all the fun?  Studies can be a great tool for B2Cs, too.  Advertorials and native advertising (a.k.a., branded or sponsored content) read just like articles and can lift purchase intent by nearly a fifth.  Consumer brands can also use studies like B2Bs when trying to negotiate coveted shelf space at retailers.

If you’ve never used case studies in your marketing and sales efforts, you may want to consider starting asap.  You might be surprised how many times they’re exactly what’s needed to make the light bulb go off for your prospect.

And if you need a hand getting started, I know a guy….

Interested in more of the nitty gritty when it comes to case study construction?  Happy to talk shop here.  Get in touch about your own questions or case study needs at your convenience.