On the content marketing of case study

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Case study: An in-depth study of a single example or activity. It provides a way to analyze information and report results in order to produce a better understanding or insight into a particular concept or idea.

That title, in the beginning is not sound like in the Late night TV show, the repeated broadcast of the absorbent rag ads?

Maybe so, but it's all right.

Most case studies are dry, boring articles that are stuffed with statistics and mental information that is tedious and devoid of anger. They focus on the characteristics of the product, not the benefits of the human use of those products. They are often full of bragging and professional jargon.

The key is to tell a story that a target audience wants to hear and a story that people can keep in mind. This helps to make them less of a case study, sounding objective, dispassionate, unrelated to marketing, and devoid of content, and to think of it as a story of customer success, which sounds humane and relevant.

The simple secret is that all you need is to tell a good story and let your company play the role of a superhero in cloak.

The story we're talking about is not a fable or a myth, although we're using superheroes to compare metaphors. Instead, we mean the real story, stories about how your company's products or services can solve a problem, ease their troubles, or satisfy their needs, about how your company's products or services can solve a problem for customers, ease their troubles, or meet their needs. The key idea here is to build trust, which means talking about your company's products or services, what goals you have achieved for your customers, rather than talking about your products or services in isolation.

Focus your case studies on what your products or services can do to help companies or customers, and shape yourself into a hero. Happy and satisfied customers will provide an associated. Concrete examples to show how your products and services serve them in the real world, make the reader, audience, or audience (depending on whether you publish your story in text, video, or audio) have the opportunity to visualize themselves as happy customers and enjoy the benefits of the products or services you sell.

At the same time, you are a superhero, you are wholeheartedly to provide customers with solutions, to solve their difficult plight, to help them out of the adverse situation, or to save their immediate, and ultimately win their love and respect. If done well, case studies can have dramatic effects and heat, creating emotional connections between you and your potential clients.

Here's how to do it.

1. First, provide some basic facts

In a list of items that are easy to navigate, enumerate the actual facts of the company or customer you are outlining. If you are focusing on an organization, you can include some or all of the following items in the list. Doing so lays the groundwork for your story and begins to give your readers something to associate with:

• The name of the organization;

• contact person;

• Location (city or identity);

• The Societe Generale;

• Annual sales revenue;

• Number of employees.

If it's a written case study, keep it short, over 1 to 2 pages. The first part contains a summary or a "Quick View" title, summarizing the main thrust of the case study in one or two words.

2. Challenges: A human-oriented story

Tell your story from the primary role or human perspective, in other words, you have to talk about real people. Let your audience begin to understand and start caring for the person (of course, always get their permission when using the customer's name, company name, or success story material). Introduce his or her name and turn straight to the point.

Describe the questions or challenges that make your story lively: What challenges does this person face? What kind of problems does this challenge bring to his or her life? Ask your audience to describe in appropriate detail: what are the problems that put him or her under pressure, worry, loss of money, loss of opportunity, and inability to succeed?

In an article in the MarketingProfs website, Guerre Martin describes how to elaborate on the stories that resonate and associate your audience (February 2008, the MarketingProfs website, "The recipe for a compelling case study").

We fully borrowed from Gail's remarks: A 52-year-old woman was told she had a myocardial infarction. The reader is aware of a series of recent surgical advances. Advanced medicine saved the woman, and her illness was cured. Long Live! But do you really care about a woman who has no name, and doesn't know what it looks like?

Now imagine the story of a client's success: Giggy Haibech a heart attack while walking a dog, and painfully fell to the ground. When she was pushed into the operating room, her mind was full of various problems. What if I can't work like I used to? If I die, who will take care of my long tail parrot? Can I play beach volleyball like I used to? Am I going to be okay? Jill's doctor explained to her terrified family that because of a new device developed by Medi-wow, Gillette will stand up in a couple of weeks to return to their normal lives, including the second year of the Venice Beach volleyball tournament.

Which story makes you feel more at ease? Which story gives you a way to get to know Gigi helps you understand a problem because you can imagine yourself facing the same situation as Gigi?

"We need to understand in an emotional way what the problem is, we need to be able to see it in one by one of the same emotional ways, but how good it can be when the problem is solved," Gail wrote. graphs, tables, and jargon, are not. "If you don't clearly describe how scary and scary the bad guys are, your audience won't care what happened." Make sure your audience can feel that fear.

The question you choose depends on your target audience and the actions you take to motivate them. For example, depending on whether your audience contains people who use your product or service (in the case just discussed, a person like Gigi), a regulator who seeks quality products (for example, a hospital manager), or a cheque issuer who must ensure that or the solution does not impair profitability and output capacity (e.g. , hospital operators), the same case study may have a slightly different focus.

3. Solution: Become a Superhero

When you think of case studies as an adventure, Gail writes, it can be very appealing. So you have your main role, it's the heart of the story. Looming problems, either a bad person, a problem, or a kind of escape punishment.

Of course, your company, product or service, a superhero, has broken the situation. "Your expertise and adaptability are best suited to their tastes when you share rock-rolling stories with others," says Gail. "In other words, when you're trying to solve that problem, you tell us that something is not right." Anyone can solve a simple problem. Without obvious solutions, it takes a little ingenuity to solve a problem. Show us your unique path and your ingenuity. ”

4. Result: Live happily Ever After

Make your audience feel this way: without those annoying things, the problems that surround you in the moment, how wonderful Life is. ' If you do it well, in the end, your readers will say, ' I have to buy some of those products, ' says Gail. ”

You can also mention any benefits that your audience receives: Emphasis, lessons learned, or "ideas you can take".

5. In addition to writing, imagine putting your story on other media

Video is an attractive way to show the plot and mood of a customer's success story. For example, think of Boston's agency, captains of Industry, for a video case study created by a company called Vitality (www.vitality.net/glowcaps.html). The company's product, Glowcap, is a prescription drug cap that wirelessly connects to the Internet and can alert patients to medication on time. In the video created by captains of Industry for Vitality, the main character was Grandpa, and the story was narrated by his granddaughter, Samantha. The video describes the March 2010 American talk show, "The Colbert Report," as a fragment of human health, while another example is the Web content of power, how to bring more attention to your products and services!

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