Case study - what is it and who needs it?

Service Business

Case study is a concept borrowed from the English language, which - like many other industry terms - has permanently entered the language of people dealing with marketing or, in a broader sense, business. Although it is not correct due to the rules of the correct Polish language, in everyday conversations with people from the industry, the word kejk is also used, inflected by all cases in Polish.

What is a case study?

A case study, meaning literally a study or a case study, is a success story. A story about the implementation of a specific project that was successfully completed and brought tangible benefits to the company. Ideally, the effects of the action carried out could be counted and measured, and then presented in the form of numerical data.

In which industries is case study used?

Case studies are used wherever the analysis of a specific case can be used to more effectively carry out a planned or current project. Therefore, the use of this method is very wide - it is used by doctors, lawyers, military, economists, scientists, researchers, businessmen, etc.

In this article, the subject of case study is discussed in the context of its use in the marketing industry.

Who is creating the case study?

Most often, case studies are created by companies that have implemented the described project or marketing agencies (advertising, interactive, SEO, etc.) at the request of their clients. Of course, there are cases where a specific medium (internet portal, magazine) will, on its own initiative, describe an interesting paper as an example for its readers and representatives of a given industry.

Who is the recipient of the case study?

When writing a case study, first of all, you should clearly define for whom the text is created. Is it for himself, or perhaps for his boss, to tickle the corporate ego? Certainly, satisfaction and a report on a well-conducted project build self-confidence and confirm the direction chosen by the company.

However, the created material is to be created primarily for a potential customer of products or services offered by our company. The recipient must belong to the target group of our company. That is, it should be characterized by specific demographic data (gender, age, education, and in the case of a company, turnover, number of employees, etc.) and behavioral (for example, it should have the need to have our company's products or be interested in purchasing them).

For what purpose is a case study created?

Case study is written for a clearly defined purpose. Of course, such an article builds the image of the company and allows you to show off your achievements. But in fact, a case study is supposed to sell the company's services or products.

And if so, when creating this type of content, you must have the recipient in front of you. This text is intended to talk about issues that will interest the client, will be useful for him, needed, perhaps solve his problems or show the way to remove them. Otherwise, for what purpose would the client read our essay on success?

Briefly speaking, the content created must be interesting for the recipient, primarily for practical reasons.

How to write a case study?

Of course, about the company's achievements. However, bearing in mind the above-mentioned purpose of creating such a text and its target audience, it seems obvious that this should be done in the context of the text's usefulness for the client and his needs.

We should write about how the solutions offered by our company helped in the difficulties faced by companies that are the same or similar to the client's company. How our intervention and the measures employed supported the development of the organization. Whenever possible, the results of our work should be presented using specific numerical indicators. Nothing impresses the owners and managers of the company more than hard data proving the effectiveness of implemented solutions.

The way the story is presented should also be encouraging. Certainly, our case study will be published on the website. Therefore, all the guidelines for creating content on the web should also be used in this case: highlighting and dividing the text by using appropriately constructed headings, photos, charts, or other graphic materials (e.g. a movie) creating content that is more accessible to the eye.

When writing your e-mail, it should be remembered that to some extent we reveal the secrets of the client's company. Therefore, the information contained in such a study should be selected carefully and sensitively. It must be remembered that publishing a case study, even if only on your website, without the customer's approval, may be associated with a rather sensitive situation, dissatisfaction of our contractor, and in a drastic case even with his departure.

We have an analysis - what next?

Our case study has been written, what to do next? Of course, it should be placed on the company's website. If your website is well positioned, there is a good chance that a large number of users will get to know it, and maybe thanks to the described case, they will become the company's customers.

Another effective distribution channel is social media. And here, too, we should share our article, wherever possible and where we have our accounts. It is also worth trying to pay advertising (e.g. Facebook Ads).

However, one website is not enough. Our text should be sent to the industry media, thematically related to the described project and the field we deal with. Nowadays, usually print media has an internet counterpart, so it is not worth making a distinction between print and internet media. You have to remember that an article once placed on a website will most likely stay there for a long time, and published in a printed magazine will "live" until the next issue is published.

In addition to PR activities, you can also use the option of paid text placement on selected industry portals related to the described case.You can either agree with the service on sponsored article rates, or use existing publisher-advertiser contact platforms such as Whitepress or Nextcontent.

The written case should also be disseminated among your current customers. It will help reassure them about choosing the right company to service and will be used to build and maintain loyalty.

Case studies can also be used in marketing campaigns aimed at reaching new customers. Such text as a pdf or a link to an article on the website can be used during the implementation of a mailing campaign addressed to potential customers of your company.

Each case study should sell - so it is worth checking the effects of the written material. Here, the traffic statistics on the company's website will be of help, which you certainly have installed, also content platforms allow you to place a code that checks the number of views of the placed article. However, it should be remembered that the case study also has a long-term effect. A potential customer may find the text many months later - be it on the company's website or elsewhere on the web where our article was successfully placed.

Case study is a very good method of building the company's credibility and selling its products or services. The more strange is the fact that there are still companies with many years of experience in the market that do not use this method or do it sporadically. Each company that has been operating for at least a few years must certainly be proud of. It should be remembered that the sentence Content is the King, once spoken by Bill Gates, has not lost its meaning in recent years, and has even gained and is as current as never before. That is why it is worth writing valuable case studies that are part of your company's content marketing strategy.