To effectively incorporate case studies into a campaign, it is essential to understand their significance and the impact they can create.

Case studies provide real-life examples of how a product or service has successfully addressed specific problems or challenges customers face, thereby establishing credibility and trust.

Today I share some tips on how to obtain the best case studies, as well as formats to use and why testimonials are not case studies.

I will cover:

  • Understanding the Basics

  • The difference between a case study and a testimonial

  • What Format to Choose? e.g. Written, Video, Audio?

  • How to Write an Effective Case Study / Conducting an Interview

  • Hints and tips

Let’s dive in!

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Full transcript (unedited)

So what is a case study?

Put simply a case study is a way of proving that your product or service works and is used to help sell more of your products or service, to gain funding, or to attract people to your business or organisation.

Case studies, by definition, are in-depth examinations of a specific situation or problem faced by an individual, a company, or an industry.

These comprehensive analyses provide insightful perspectives and quantitative data, shedding light on various aspects of the subject matter. Furthermore, they offer valuable learning opportunities by demonstrating how real-world problems have been resolved through the implementation of practical solutions.

The primary goal of a case study is to present a comprehensive understanding of the context, challenges, and results achieved, thereby allowing readers to draw crucial takeaways and apply them to their own situations or use them to make informed decisions. They are invaluable to you.

Case studies are also great opportunities to spread the word about some of your best customers. Featuring them as case study subjects gives them free exposure, which publicises their success. In addition, it shows them that you appreciate the relationship: a huge incentive for customer loyalty. It also adds the customer voice to your materials.

What’s the difference between a testimonial and a case study?

Customer testimonials are quotes from happy customers. These quotes affirm that your product or service worked like you said it would and provides value. They can also speak to your company’s customer service. Testimonial length varies, but most are just a few lines long.

A case study may include a quote from a customer, or a testimonial, but it isn’t a full description of the story from start to finish.

What format should I use?

Written case studies are by far the most well-used and commonly handed out at trade shows etc. Video is proving more popular and especially if you need to demonstrate how something looked before and after. Photography is also key to a good case study.

Written case studies have advantages like call-out boxes to highlight information or using infographics. Someone may want to learn additional information about your company but only have limited time. Especially when you utilise a great case study format, making it easy to scan, prospects can take in the information quickly.

I would argue that audio case studies are undervalued as they can be used in a multitude of ways and be repurposed.

A well-structured audio interview allows you to obtain the copy first-hand without having to know shorthand. This is different from just recording a conversation and transcribing it. It needs to be structured as a podcast so it is interesting to listen to. The best part – you can repurpose it straight into other formats for your website, your pdfs etc. And if you use video too, you get the best of both worlds/audio only or full video.

Video case studies represent the latest evolution in case studies. In the past, any sort of video marketing required a big budget to pay a production team. Now, tools and technologies are continuously emerging, giving more users the ability to produce and edit their own material.

With both video and audio, they allow us to go one step further to see the faces and hear to voices behind the success stories. When you see a person or hear their voice, and observe their non-verbal communication, or the way they emphasise a point it helps your brain makes a stronger connection to them. You develop a true impression (and opinion!) of them.

Statistics are impressive, but it is easier to relate with another human being.

How to write an effective case study or interview

This starts with questions about your customers/audience

  • What are their challenges we can solve?
  • Which industries do these people represent?
  • Who are the key people making buying decisions?

By setting out with these key questions you can with buyer personas, or customer profiles if you have these. if you’re a smaller company you can look at what your customer list and your order book and make sure you’re hitting the right people with the right product or service case study.

Try to develop a case study tailored to each key persona. This might be a long-term goal, and that’s fine. The better you can personalise the experience for each stakeholder, the easier it is to keep their attention.

There may be specific milestones when you want to mark it with a case study; launching a new product or service, or going into a new region.

Hints and tips

Have case studies written into contracts. It makes it much easier for all parties to be aware of this and have some sight of the fact it’s coming. Otherwise, it can sometimes be hard to get them over the line as they can just say no thank you.  I have implemented a publicity clause into many companies I have worked for – don’t be afraid to ask the question.

Experiment with formats rather than stick to the same old method of writing the same old format

Track engagement on case studies / ask for feedback on case studies and use the info to improve your own

Always highlights to customers that it’s mutually beneficial from a PR perspective to share the story

Make sure you have a structured format and your story has a beginning, middle and end.

Case study interviews don’t need to be rigid. If you’re working your way through your questions or structure and your interviewee brings up something you didn’t expect, go with it!

Always prioritise your questions, some will take longer than others to answer and you may get stuck on some easy ones for a while and not get around to the meat of the conversation.

always include great storytelling. Facts and figures are important but they are only half the story, the way we tell a story is important too – since the beginning of time – case studies are no different.

Use an external person to create the case study as this will help make it impartial but also objective about certain aspects as well as bring in enhanced skills you may not have in your team.