Case Stories are a content marketing tool generally involving an in-depth analysis of a particular customer’s experience with your product or service, through storytelling. This is achieved through the use of differing media such as written articles, images, blogs, or videos. Instead of focusing on a product or service and its features and benefits, you are telling a carefully structured story of the customer’s journey.
Case studies start by analyzing a client’s situation and problem. Recommended solutions are based on the problem, the players, and the context, through an idea formulation process from which a solution is decided upon. Any obstacles which may turn up in the process of implementation of the solution become part of the narrative. The challenge of dealing with the problem is the story, including any successes or failures along the way. The goal is to provoke empathy and identification with the customer in the problem-solving process. The ending to your story is the successful implementation of your solution, and customer satisfaction with the process and the result. Encouragement to those watching to try it for themselves finishes the case story. Case stories offer real world situations and problem solving. Businesses can use case stories on their website, in promotional material, online sites, or in a presentation.
71 percent of B2B content marketers use case studies (Content Marketing Institute). The benefits can include increased engagement in your business and product/service, and greater awareness and credibility of your brand. Case stories also communicate your business approach, differentiating your brand’s profile.
People ask friends for references, look at online reviews, and do online research before choosing a product. Case studies offer real-world scenarios in human terms in a variety of formats, whether text, images, videos, or presentations. They can be, in effect, a form of peer-generated review or an in-depth form of the testimonial framed by your company.
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