Editor’s note: this is Part III of our three-part series on creating high-impact case studies. In Part I, we addressed the planning and structuring phase. Then, in Part II, we explored some common data collection and research techniques. Now, in our final installment, we’ll discuss ways to package your case study for maximum impact.
Case studies combine the brevity of a blog post with the credibility of a white paper, but you’re not limited to those forms alone. High-impact case studies frequently take the form of a brochure, press release or webinar, or are repurposed into newspaper or magazine article pitches. Video is another extremely popular choice for marketers; that’s why it’s so important to capture not only written quotes from your customers, but also short, snappy video or audio clips if possible.
Together, these elements will help paint a more complete picture for your reader about how your product or service can help solve their problem. Remember that, although there are no hard rules about how to package a case study, relevancy and placement are both critical to their ultimate success.
Promotion is Key
Your case study won’t do you any good if no one ever sees it. Publishing it on your website is a good first step but don’t stop there: leverage assets like your team newsletter, blog and other marketing channels to build momentum as well. And, don’t forget to share your case study with the customer(s) that it featured- they’ll likely want to push it out to their audiences as well. You should also consider taking advantage of sites like SlideShare, Issuu and Scribd. And, don’t forget the power of LinkedIn or Google+ either. If your case study is driven by visuals, tweet and pin it as well.
Case studies that are relevant, informative and shareable are capable of doing far more than helping you sell a product: they can tell your startup’s story to investors, potential new team members and, hopefully, inspire your existing customers to share their own success stories.
Photo Credit: johnk85 via Flickr