By: Pat Casello-Maddox
Are you looking for ways to write content for clients? There is nothing more powerful than an effective demonstration of a client’s product or service. It emotionally touches the reader and provides proof for them to take action.
Maybe you are just beginning to write. Or you want to expand your services in your established writing business.
The good news is that there are multiple ways to tell a client’s story. For example, think about a 5-star review on Amazon.
You read the reviews to see how actual customers experienced the product. If you relate to the person providing a favorable review, you are more likely to buy.
This is a form of persuasive storytelling. It provides proof and credibility for a call to action for a potential customer.
The Importance of Case Studies in Content Marketing
“Customer testimonials (89%) and case studies (88%)
are the most effective content marketing tactics.”
B2B Content Marketing Report Survey Results 2013
If you are looking for better methods to write engaging, persuasive content, consider the case study. This type of storytelling content is effective and can be used in many mediums from print to digital.
Case studies are engaging success stories. They tell the hero’s journey of a person or business facing a challenge and how they solved it.
“How can you engage your clients during times like “sheltering in place” with reduced or absent client visits? How can you … take care of yourself, your family, and your clients? …
This case study looks at online therapy pioneers at The Couples Institute in Menlo Park, California. For 36 years they have directly addressed these issues and others for couples therapists and their clients. Their experience helps us take another look at telemedicine in healthcare.”
What’s in a Case Study?
The case study focuses on a happy customer and expands on their original problem. It details the reasons they chose a particular solution.
Although the solution may be from an internal department, it often comes from an outside business. In either case, the source of the solution is the client who hires you to write the content.
The case study acknowledges your client’s business without looking like a sales pitch, It encourages the reader to take action to try the innovative and effective solution in the story.
The happy customer results are quantitative and qualitative.
- How many more sales did they get marketing in social media and their blog?
- How did the solution improve customer service or morale?
- How many injuries were reduced by safety training?
You want the reader to identify with the customer and the problem. It is like the Amazon review. If they relate to the story, they are likely to buy to get the same results.
Who Uses Case Studies?
Whatever your niche, case studies will often work. You can use them for B2C, B2B, profit, and non-profit. They are commonly used in:
- Brick and mortar sales
- Social media platforms
How to Use Case Studies
Case studies take many forms. You can start as simple or complex as you need to for your clients and expertise
They are used for lead generation. It can be a simple formatted PDF – easy to read and download.
You can do short or long-form content. Many companies use a short form for sales brochures. They place longer, more detailed versions, on their website or newsletters.
You can use simple or mixed media. If your audience prefers video to text, do a case study using a recorded medium. DIY with YouTube or Zoom. If you have a larger budget, use other professional services.
Case studies establish authority and provide proof. They are used for authority building or lead generation.
Late-stage funnel conversions and sales use them best. This part of the funnel has ‘ready to purchase’ customers waiting for the final push to take action.
Websites and blog posts provide more indexed pages for SEO searches and ranking. Adding case studies provides more opportunities to end up on the first page of Google or similar search engines.
Perhaps your customer has more than one targeted gravatar. You can propose a case study for each one.
And don’t forget video and recorded marketing. If your audience prefers video to text, do a case study using a recorded medium such as DIY YouTube or Zoom. Larger budgets can afford additional professional services.
Case Studies as Lead Generators – an Example
Case studies are often used as lead generators. Let’s look at an example.
Here is the first page of a case study success story for AWAI’s training programs. They publish this type of proof on their website to encourage writers to train with them.
The client is the company that hires you to write. The highlighted customer, the freelance writer here, is the focus of the story. The story shares the writer’s results as a successful freelancer due to his training.
Your job is to engage readers who will relate to the challenges faced, and the results achieved, by the customer in the story. If a reader is emotionally and logically moved by the story, they are more likely to try the same solution.
How Do You Prospect for Case Study Clients?
How do you find clients for case studies? Not everyone uses content. Or they use specific content only.
If you are targeting a new client or offering case studies as a new service, you want to see if your potential clients use content. The good news is many companies use multiple types of content.
Here are 9 actions you can take:
1. Target your niche through a local area Google or similar search to approach small to medium clients. Everyone has a story to tell if they have been in business for a while.
2. Find potential clients in your niche and look at their website. Look at their competitors’ sites as well to get a good idea of the type of content used in this niche.
Do they have a blog? A newsletter? Customer spotlights?
If they have these, then they are using content. If they don’t have them but the industry uses content, these may be good potential clients for you to make a proposal.
Put all of them on your potential client list for prospecting.
3. Approach acquaintances to write a few case studies to use as proof of your work. Post these, with testimonials, on your website.
4. Start a conversation with your potential client list. Get on their mailing list or newsletter subscriptions. Many are free.
5. Buy a low-cost product from them to learn more about them. Get on their email list and sales funnel to learn more about their content strategy.
6. Join targeted social media groups like Facebook or other discussion forums where your clients hang out. Professional associations are great places to start as well if you have a particular niche industry.
What problems are they trying to solve? Would a case study work as a solution?
7. Use LinkedIn to identify potential clients. Start a friendly conversation with them.
8. Post on your site and other social media. Share samples of related content, including case studies you have written, to show your knowledge about their area of interest.
9. You are gathering information about them to provide a focused proposal. Once a relationship is established, make these companies a friendly, professional offer.
Case Studies Benefit Your Business in Multiple Ways
Case studies continue to grow as one of the best content marketing options for B2B and B2C businesses. Case studies will:
- Engage readers with success stories to showcase happy customers, their results, and your client’s solution.
- Enhance your branding, lead generation, authority building, sales funnels, and other forms of content marketing and sales.
- Adapt your message to many niche industries and sub-niches.
- Accommodate your short and long-form copy and content.
- Repurpose your marketing on your website, social media, blog, and more.
Tell your clients’ stories effectively. Sell your services proudly. Case study content increases your options for marketing, repurposing content, and engaging with your customers.
I am a health and wellness copywriter and content specialist living in Minneapolis, MN. I have been a care provider, educator, and writing entrepreneur for many years. Healthcare, education, and telling success stories are my passion.
My mission is to connect your great products and services to your customers. My copy and content are SEO-driven. Focused narratives and strategies support your marketing and sales efforts.
What Sets Me Apart?
- A passion for telling success stories
- A rich background in both diverse patient and health care concerns.
- Knowledge in traditional and alternative therapies, nutrition, supplementation, exercise, wellness and lifestyle
- Experience in private clinics, hospitals, transitional care and outreach facilities
Contact me to discuss how we can begin telling your story today.