This blog is part two of a three-part series covering the different types of digital content your business can use to grow your digital presence. Part one can be viewed here.
As part of a well-rounded digital marketing strategy, digital content is vital for a number of key objectives, including higher SEO rankings, more engagement opportunities with your audience, and building a strong reputation of expertise. Case studies are an excellent way to showcase how your organization has solved a specific problem in your line of work, and gives you the opportunity to give your audience a compelling reason for choosing your organization over the competition.
Case Studies: What is the format?
This content type is a perfect way to give your business some well deserved recognition. These pieces can vary in terms of format and outcome, but generally conform to three key talking points:
- What is the problem?
- How did you solve it?
- What was the outcome?
Case studies should focus on real, tangible outcomes that can be achieved by your target audience if they go with your service or product.
Addressing the key pain points faced by the industry you are focusing on creates an immediate connection to your audience. Depending on the type of industry, these pain points should be universally experienced, or at least understood by other organizations in the same field. With this in mind, nailing the right pain points is the most important step in any successful case study.
This is where you get to brag a bit about your company, but not in a way where it becomes too much like a fluff piece. If your product or service addressed these pain points in a unique way, write about it! Give yourself a digital pat on the back and describe how your organization solved these problems in a way that is different from the competition.
ROI, ROI, and ROI. These are the three things to focus on in this section of the case study. Understanding key performance metrics that your target audience would like to achieve is crucial to creating case study people can identify with. Whether your business helped save time or money, eliminated waste, or any other universally sought after benefit, this is the area to drive home the message that your business is good for theirs.
Case studies differ from thought leadership in that they cover real-life examples of how your business helped another thrive. If you have a product or service with a track record of success (which hopefully is all of them), consider writing a case study on how you can help other people in similar situations.