Every business should have at least one case study. Case studies act as evidence-based content that can both work as original material for your media kit, as well as provide customer insight. Follow these rules to ensure your case study hits the mark:
- Present them as success stories— write about the success of the customer, not your business
- Align the case study with the buying process— turn your sales collateral into content
- Always use a customer name— not “anonymous”- it creates better credibility
- Research the customer more deeply— really do your homework and make sure you’re educated on the industry and company you’re talking about
- Have an interview — use direct quotes from the customer
- Write it!— Now that you have your content, it’s time to write it out. Be sure to include: an intro, the “challenge” (always in a positive light), the solution, and the benefits.
- Use it— share it on all social media platforms, put it on your website, email it, turn it into a press release, and include it in your media kit
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