Writing a case study: instructions for use
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Writing a case study: instructions for use

The case study is a particularly effective tool to promote your company, your products and your services in the eyes of your customers and prospects.

This article answers the following questions:

  • What is a case study?
  • What format(s) should be adopted to carry out a case study?
  • How to write a case study?
  • What methodologies should be used for writing a case study?
  • How to present a case study?

What is a case study?

Very simply, a case study presents a company's response to a client's problem and the solutions, techniques and tools put in place to solve it.

In terms of content marketing, the case study plays several roles:

  • It influences the brand image of the company, demonstrating its know-how and professionalism
  • It conceptualizes the solutions implemented by the company
  • It allows prospects and customers to identify with a given issue
  • It influences the level of confidence of visitors: it is always more reassuring to see the results of work done for another client before choosing a service provider.

What does a good case study look like?

To present a case study, there are no predefined rules. In fact, it is possible to use all kinds of content and all kinds of formats to present a case study. Video, Web page, blog articles, e-mail, podcast, e-book, white paper… the formats available to you are multiple and it is advisable to choose them according to your field of activity and your audience. Also, it's a good idea to combine formats to add variety to your case study. Some prospects, in fact, are more likely to view a video on YouTube than to read several pages in a white paper…

Once the format of the case study has been chosen, it is a question of defining the places on which it will be broadcast. Of course, the company's website is the first platform on which to publish the case study. Next come social networks (Facebook, Twitter, LinkedIn, Instagram, YouTube, etc.) as well as streaming platforms.

When publishing your case study, be sure to optimize each format for the natural referencing (SEO) to ensure maximum visibility by search engines. In this way, your case study will be seen by the greatest number of people and will attract quality traffic.

What are the different stages of a case study?

If the first ambition of a case study is to arouse the confidence of Internet users in order to make them move forward to transform them into customers, it must follow a particular path while being interesting in order to give readers the desire to go all the way.

The steps of a case study are:

Presentation of the key player: the customer

It's about staging your case study, introducing the customer so that your prospects can relate to that person, whether it's an individual or a business. Thus, if your customer is a private individual (for B2C), provide information on his profile, gender, age, family situation, number of dependent children, consumption habits, profession, etc. to give it a name, so that your case study is as realistic as possible. In the B2B field, present the client company, its sector of activity, its age, its characteristics, its size, the name of its management team and its daily tasks.

Presentation of the client's problem

The customer's problem answers the question "why?" ". Once again, your prospects must be able to find themselves in the question asked. In addition, it is important that the question you ask when presenting the customer problem is related to the services you offer. The question "why?" must also include the reason why the customer contacted a company in order to find solutions. At this point, the reader should be led to think: “I have a similar problem: I too will contact this company to assess what it can offer me”. This same identification will transform your visitors into leads and it is at this moment that you will have captured their attention and that you will be able to integrate them into a sales funnel.

When you detail the customer's problem, do not hesitate to provide details:

  • When did the customer realize there was a problem that needed to be fixed?
  • What steps did he go through to try to solve this problem?
  • Why did the solutions considered not lead to a lasting solution?
  • What factors influenced the client's choices?
  • Customer expectations

The point here is to show that there is not only a problem for the client, but also a result to be achieved. This result depends on the customer's expectations. This is to show, before going into detail, the stage at which the client will have judged that the solutions put in place are satisfactory and meet their initial objectives. Whether it's increasing revenue, increasing productivity, increasing conversion rates: a costed case study at a higher value, as long as it presents an unequivocal demonstration of results achieved, thanks to your company.

The problem solving process

This part focuses exclusively on the solutions you have implemented and the thinking you have gone through to address your customer's problems. Each set must be detailed and include elements that recall the initial framework, while allowing readers to identify with the process. Whoever he is, the reader must be able to project himself in collaboration with your team, on the resolution of his own problem.

In this part, highlight your know-how, the advantages linked to your experience, your professional approach and your mastery of the subject.

The solution implemented

This penultimate part is again interested in the customer. It's about demonstrating that the solutions you implemented solved the customer's problem. At this stage, it is possible to get to the heart of the matter, to list the services used, the techniques deployed, the method and the problems encountered.

Presentation of the results

The results obtained are proof that your company has been able to meet customer expectations exactly. The part presenting the results must therefore include verified figures and facts. For your prospects, the presentation of results is equivalent to proof of the return on investment obtained thanks to your services and/or products.

The case study: a tool to be used

As part of your digital strategy, have you considered including a case study? Trust, to Tremplin Numérique, the development of your case study, to obtain convincing results in terms of traffic, prospects and customers.

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