The importance of the case study in content marketing

The case study is a type of content with high added value. The vast majority of digital marketing professionals use the case study for purely marketing purposes, especially in B2B.

If done correctly, the case study engages prospects in a positive process, guiding them towards the act of purchase. The case study is also reassuring, as it provides additional information about the services of the company that publishes it. It provides an answer to many questions that prospects ask themselves and, as a result, it generates trust. The case study nevertheless requires specific know-how and a methodology. Here are some great tips to answer the question: how do you do a good case study?

When the case study, whatever the area covered, covers all the questions asked by customers, it can be presented as a set of exhaustive, useful and high value-added information. To carry out a case study, it is therefore necessary to answer a set of open questions.

The form and substance of the case study

a case study must imperatively present itself as a neutral opinion. It is neither to promote a company nor to give feelings or opinions of any kind. Therefore, the tone of the case study should be neutral and technical jargon should be used to a minimum.

The title of the case study is decisive, as it is intended to attract attention. Also, since the case study is used for digital marketing purposes, the headline should also be optimized for the SEO referencing. At all times when writing a case study, whether it is titles, texts, image titles, it is important to “think customer”. Putting yourself in the customer's shoes and answering the questions he may ask guarantees the relevance of the published content.

Elements to include in a case study

A case study must follow a very specific framework:

• the context, which provides details about the client
• the problem to be solved: before turning to you, what are the questions that the customer must face?
• the answer, i.e. the solution you provide
• and the results obtained, i.e. the concrete elements that testify to the success

The context

The context part of a case study focuses on the customer. It is a question of determining all the variables concerning him, the company, the field of activity, the history of the company, the main interlocutor... the knowledge inherent in the customers to highlight his essentials. It is important that the reader who consults the case study is immediately immersed in the context, in order to understand all the information presented in the document.

The problem to be solved

The case study looks at the advantages that your solution has brought in relation to a given situation and the elements of the response that it has brought to the customer's problem. Ideally, it's about telling a story, highlighting the challenges that your client has been able to overcome thanks to your services. The initial situation is therefore very important, as well as the presentation of the challenge to be overcome.

The answer

it is a question here of presenting the solutions that you have been able to implement for your client, in order to respond to his problem. Don't forget, when writing the case study, to position your arguments in relation to the customer, thinking about the added value and the benefits of your solution for the customer.

The obtained results

Ideally, your case study should present unequivocal facts and figures, concrete elements that have justified the success of your solution for your client. Whether it's increased sales, more leads, prospects, or any other measurable metric, these facts and figures speak to the success of your solution for your customer.

Has your company implemented practical solutions for its customers? Have you had a particular success story that you want to share on your website, in the form of a case study? The team of Tremplin Numérique puts its talent at your disposal to write your case study, following an effective methodology.