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Case studies are in-depth testimonials of your successful business relationship with past or present customers. They are similar in nature to testimonials; however, they go much deeper. You may have considered compiling a case study for your website, but have you examined the powerful impact they would have on your blogging efforts?

Here are the six undeniable reasons you need to include case studies, regularly, in your business blog.

Case Studies Provide Ultimate Social Proof

When you set your blogging goals, ensure that you aim to load your content with promises and statistics. You can give the best practices and advice. You can issue press releases for every new accomplishment. But what you cannot do is prove that your solution, product, or service works.

Today’s consumers are feeling the Three Stooges of marketing fatigue: Weary, Wary, and Leery. They have simply become exhausted of traditional in-your-face marketing, they are hyper-cautious when doing business with an unproven company, and they are highly suspicious of marketers. Case studies provide the documented proof needed to facilitate a trusting relationship.

Case Studies Revive Relationships

You know how it is when you get to reminisce with a childhood friend about the good old days; how it always makes you feel so nostalgic for those experiences? When customers get that call letting them know that you want to feature their stories in case studies, you’re putting your brand back in the mind of these decision makers, with whom you have a history.

There is also something to be said about free press! Finally, it is never a bad thing to show appreciation to your customers and featuring them in a case study is an excellent way to do just that.

Storytelling in Marketing Increases Engagement

Your potential customers want to imagine what it is like to use your product before they commit. What better way to tell them a bright and vibrant story that showcases how a customer they can identify with has utilized, enjoyed, and benefited from your product or service?

Storytelling also reaches consumers on an emotional level. This allows you to build meaningful relationships with your potential customers —before they buy. By experiencing the richness and authenticity of your brand, they will soon want to be a part of it.

It is Better Than a Review Section

Social proof and reviews are critical to a company’s ability to differentiate in the areas of transparency and accountability. The following statistics from SearchEngineWatch illustrate the importance of this type of content.

  • 90 percent of potential customers read reviews before they visit a business
  • 31 percent of customers spend up to 31 percent more with businesses that have good reviews

Customer reviews are ideal for providing relevant content, generating organic traffic, and boosting SEO but they are not written by a professional. They are often rife with grammatical errors, spelling mistakes, and awkward phrasing that diminishes their value. Conversely, case studies are professional highly-polished editorial pieces worthy of the front page of your favorite new site. This means you get the best of a review —customer experience in a first-person perspective without all the mess.

Case Studies Improve Employee Engagement

We all love to hear about how the company we work for has made a difference in the lives (or business) of others. Providing meaning in the workplace is becoming increasingly important for purposes of employee satisfaction. Today’s workforce desires to feel emotionally connected to the company for which they spend so many hours working.

Employee engagement strategies are becoming integral to retention. Furthermore, employees who don’t feel a connection to their company are less creative, underproductive, and likely to leave. Also, it’s expensive, to the tune of $450 to $550 billion each year.

Case Studies Align Perfectly with Inbound Marketing Strategy

With traditional marketing and its interruptive strategies becoming less effective, you need to constantly up your inbound game. Consumers are acutely aware when they are being marketed, and they really hate it. Case studies are the perfect soft-sell. Promote your company’s products and services, while offering proof of your effectiveness and ability to deliver —in the least intrusive manner possible.

This is another contribution from business and financial freelance writer Jenny Holt.

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