Yes, we agree that SMB and middle-market C-levels are slammed and calendared to the max, but we also know that you build trust and relationships sooner when you give your prospects and influencers content that rocks their world. Cases studies do that because the are the equivalents of 3rd-party affirmations. So . . . just do it! Here’s how.
When it comes time to take all the information you’ve collected and actually turn it into something, it’s easy to feel overwhelmed. Where should you start? What should you include? What’s the best way to structure it?
To help you get a handle on this step, it’s important to first understand that there is no one-size-fits-all when it comes to ways to present a case study. They can be very visual, which you’ll see in some of the examples we’ve included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.
When it comes to recommending written case studies, we recommend focusing on seven sections, which we’ve outlined here. Note — even if you do elect to use a visual case study, it should still include all this information, but presented in a different format.
- Title: Keep it short. Focus on the most compelling accomplishment or results.
- Executive Summary: A 2-4 sentence summary of the entire story. You want to follow it with 2-3 bullet points that display metrics showcasing success.
- About: An introduction to the person or company, which can be pulled from a LinkedIn profile or company website.
- Challenges: A 2-3 paragraph description of the challenges, prior to using your product or service. This section needs to include the goals that the customer set out to achieve.
- How You Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem. Keep it focused and punchy.
- Results: A 2-3 paragraph testimonial or data that proves how your product or service specifically impacted the person or company, and helped achieve goals. Include numbers to quantify your contributions.
- Supporting Visuals or Quotes: Pick one or two powerful quotes that you feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
But what good is all the content, data and technology in the world without the right people driving your B2B content marketing? To sustain your relationships, you need those rare individuals who can combine data, content and technology with their experiences and creativity.
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