When it comes to building a bank of infinitely valuable content, case studies should be hovering near the top of your to-do list.
Case studies add authenticity to your business, as well as credibility and social proof that your product or service has truly helped others overcome their challenges and achieve their goals.Over 90% of people say that reviews from people outside the company influence their decision to buy.
Case studies are unique in that they are one of the few content formats that appeal to every stage of the buyer's journey. For example, here at HubSpot, we use in-depth case studies as resources not only for top of the funnel marketing but also for services, support and sales. Furthermore, by developing case studies relevant to specific categories such as industry, location, B2B/B2C, company size etc., we have also created a practical repository of resources for the converting and upselling stages.
A well-written case study tells a compelling story, presents convincing stats and carries a very shareable title. Knowing where to start can be the most challenging stage of case study development.
The Ultimate Case Study Creation Kit is a template and guide that contains:
- tips on finding the right candidates for making case studies
- advice on how to reach out to them for permission to feature them as a case study
- sample interview questions to inform the case study content
- interview techniques
- a sample structure of a case study, from executive summary to key takeaways
Here's what one of our top sales people has to say about case studies: