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Case Studies - Em- or Hate 'em - Stay a critical part of the content marketing mix for almost every B2B organization. To someone you can seem staumgy (or cars, I say boring?), But CMI research shows that more companies use them - 77% in and 58% say they are effective.
But let's be honest. The opinions of case study creators are likely to fall more on the hate end of the spectrum. The proven formula challenge, solution, use - does not really inspire the creativity or a good storytelling, and the fallback - to pack it full of bath business jargon - you can make a case for a fall, a huge chore..
Life is short; You should not waste it with the case studies. Fortunately, you can allow a few simple steps to create your case studies not only faster, easier and less painful, but also help you to sound better.
A good customer interview is the lifeblood of a good case study. Before you write a case study, they do a big favor and actually talk to a real, living customer. In the past, I was asked for case studies based on quotes taken from videos, testimonial quotes, emails from sales teams - all and all except a customer interview.
"But wait," I can hear that you say, "It's hard to find customers and get time on their calendars. And sign up on the final product? Forget it." Yes, it can be difficult and time consuming, but trust me if I say that the attempt to use used sources writes the case study 100 times harder than it must be.
Case studies are stories. They have narratives and must be firmly rooted in the customer's experience. You can get all these things by talking to a talk. The final result is a strong case study with a clear beginning, medium and end, as opposed to a Frankenstein assembled history assembled from random parts.
You are a Case-Study writer, no reporter. You will not be recorded on a journalistic standard that states that you need to reproduce all customer statements for Word (not even journalists who stop this standard at this standard). You can - make the to edit - edit and decorate quotes to make your point more effective. In all my years of writing coffe studies, I have never had an interview partner to take me to change a quote. In fact, most people appreciate it to sound better.
You can not go crazy and just make things for the fun of it. You have to keep the mind of what a customer says and it sounds plausible. If you take a quote like a quote, "Yes, as a whole, I would say that the WidgetTron 2000 is a pretty good product" and turn it into "The Widgettron 2000, the best product is throughout the broad world, and its Awayess brings Tear me every time I think about it: "You will run in problems.
A better way to make the original quote would be something like this: "The WidgetTron 2000 is a really good product. It's easy to use and allowed us to rationalize our operations." I have the "on the whole "Deleted and changed" pretty good "too" really good ", which removed the lukewarm tone. I also expanded the quote to make it well rounded off. A few small, completely ok-tweaks make a big difference, and with the customer approval you are sure that your updated quote works for everyone.
If you reach the same, most companies are not too terribly worried about the challenges other business.This can be short-sighted, but more often than not, the companies are deep in their own topics to knee deep in their own topics to worry about the other man (apart from the lip service of course superior to the competition, of course,).
This thinking is a big problem in case of case study, as the problems of case study make up the problems of case study - the challenge section - usually at least one third of history. To effectively fetch readers, take a step back and think about why a broader audience is interested in the challenge of business.
Let me show you. In this case study is the challenge as: "Luigi Mozzarello, CEO of Pronto Pies, had to sell more pizzas, but his point-of-sale technology was slow and faulty." Obviously, Mozzarello has a problem, but as written is the challenge not mandatory.
Here is a much more detailed challenge that has greater attraction: "The operation of a restaurant is with challenges of challenging customers up to shaving rämt.luigi Mozzarello, CEO of Pronto Pies, thought he could look at his point Leave of-sale technology to give him a competitive advantage, but it was slow and faulty. "
The revised challenge is that mozzaraposis specific problem - poor technology - related to the larger restaurant industry and a universal business topic of competitive differentiation. The first sentence of her case study should always talk to a broad business problem and offer the reader context. This offers a better chance that the readers will identify with the wider challenge themselves, even if they are not in the study specific vertical or business.
I think that a first sentence crafts like this also facilitates the case studies. If you have more larger, faulty problems to explore, do less likely to make the movements easy to bend the case study.
If you put these three tips in your case study process, you can be able to create an authentic, easy-to-understand voice that sets the stage for a fleshy and more effective case study that appeals to a broader audience.
Looking for more ways to maximize the effects of your case study content? Get practical insights, advice and answers in our 2018 Guide to essential content marketing tactics.
Cover image of Viktor Hanacek, picjumbo, via bestessayscloud.com
Gretchen Dukowitz has spent more than a decade-writing cover, white papers and other marketing content for some of the world's largest technology companies, including Symantec and Cisco. She is currently working as a writer and content strategist for a tech startup in the Bay region. Other writing tips like these can be found in your blog, DIY content marketing, or connect to it on LinkedIn.