The deadline for comments is September 27,
But first, why the focus on case studies? Why Silver ships case study they so important to us B2B marketers, especially those in technology? Because our educated audiences are attracted to them.
B2B marketers are keenly aware of the importance of case studies in building up trust in their products. According to same survey, B2B buyers said case studies were the most valuable online content format for researching B2B purchases—beating other formats including whitepapers, e-books, and RoI calculators.
So how do you get case studies, this most valuable content format among B2B buyers, right? Here are a few tips.
Be upfront about the benefits of a case study. Our readers are more probably looking, fairly urgently, for a solution to a problem.
Kudos on your SEO! Now is not the time for us to dilly-dally. And that means the hero of our case study has to be of the same level as the audience we are writing it for. Most good case study writers instinctively know this. Most technology solutions and products are meant to solve business problems.
If a new CRM increased up-selling opportunities, then we should get a sales head to say so. Depending on the case study, it might also be a good idea to find quotes from customers or other stakeholders like suppliers.
Humanise Case Studies There are so many case studies out there that merely hit the basic notes: Organisational description, business problem, technology solution, and benefits.
In visual media, they say that nothing is quite as captivating as the picture of another person or the eyes of another human being. Humans are hard-wired to listen to the stories of the lives of other people.
At the BBC, reporters are trained to ask this one question every time they come across a new story: Have you noticed how on talk shows like Jimmy Kimmel and Stephen Colbert, the hosts spend a majority of their interview with celebrities asking them about their lives, their beliefs?
When, in fact, celebrities are there to pitch an upcoming movie, book, or album? Using a story as an anchor is also a trick many TED speakers use. By merely adding a few additional questions, we can find out interesting details.
Did the CIO think of the problem on his commute to work? That makes for a great description of a busy commute—something almost every one can empathise with. Or did an IT leader face a lot of doubt from his peers when proposing a technology solution? Describing that scene is a lovely way to show the human side of a CIO, and create empathy.
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Read more. From our blog. Jun 03, · Case studies are an important arrow in the arsenal of a B2B technology marketer. Knowing how to write one well–or being able to spot shortfalls in case studies written by your agency–is an important skill.
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