As PRs we’re well versed in telling the story of an organisation – its activities, products and people. There’s a variety of tactics we have up our sleeve in order to do this, and creating a client case study is one of the most powerful.
What’s in it for me?
So what makes a case study different to any other piece of content? Simply put, a case study is a great way to change perception of a company by illustrating its success. It explains how a company used a product, specific method, innovative idea, or process to solve an issue or problem.
It’s an opportunity to explain not only what the organisation’s offering is, but exactly why it works. This addresses the crucial ‘WIIFM’ question asked by the reader (‘what’s in it for me?’).
A numbers game
Stats and facts work the best, providing the hard evidence of the case study. If they are not available, you can mention the virtues of customer service, pricing, product/service quality and other unique features. Don’t just take our word for it
What’s resonates with you – the owner of a company telling you how great their new product is? Or a customer telling you how the company’s new product benefitted them? Exactly.
Third party testimonials are crucial. The audience identifies with them as they offer an unbiased opinion based on real life experience.
Gather testimonials from a wide demographic and covering a broad topic area – all of which play an important part in showcasing all of a company’s good work.
The perfect media match
It’s always worth remembering which media you want to get coverage in. Then think about how you can ensure that your case study will fit in with those outlets. That way you don’t waste time producing a testimonial that your target media won’t take.
If used correctly, case studies are a powerful tool to build trust and brand recognition among the target audience. Case studies offer an honest, unbiased view of companies that help their potential customers to trust them.