In a recent blog we debated whether the whitepaper still has a place in the content trophy cabinet. Here, we do the same but this time looking at case studies.
Customer references, client testimonials, peer endorsements – the common old case study has lots of different names and comes in a variety of different guises, but essentially, they all do the same thing: feature a customer saying nice things about your business.
Whether it’s in the format of an attractively laid PDF, a video or an audio file, a good case study needs to highlight the challenges facing a business and illustrate how the service or solution a business provides solves that problem. It should also then highlight how that business can now operate more effectively, efficiently, securely, profitably…..whatever the end result may be.
Just as we recently identified that the whitepaper remains a valuable tool for content purposes, the same is true of the case study. Video case studies demonstrating the work you do with your customers can help drive traffic to your website and be shared via social media to highlight the types of work you do.
In addition to their uses as a content tool, the sales team need case studies now more than ever. We live in an age of reference where most of us pay Trip Advisor a visit before booking a restaurant or our annual family holiday. The same is true in the B2B sector – prospects want to see, read or hear an endorsement that your service or solution is what they’re looking for. Compelling customer case studies bring your business to life – time to engage those happy customers!
