5 reasons why all Marketers should be writing Case Studies ...

B2B marketing is developing very quickly. It seems that there is a new tool or gadget to use every few months. It?s a complicated landscape for B2B marketing managers but it?s reassuring to know that some things stay the same. The plain old case study is still one of the most important weapons in any marketer?s armoury.

Provided it?s done well, a case study can accomplish a number of key tasks at a fraction of the price of other marketing tools.

1 ? Chiefly, a good case study is one of the singular most powerful ways for you to demonstrate your credibility. It?s a strong reference from a happy customer, someone who was so pleased with what you did for them that they made the effort to help out and put their name and reputation to a detailed endorsement of your company. A customer quote is a little marketing treasure that goes a long way to establishing trust with your prospects. Once you?ve achieved that trust and they believe in what you do it helps to move your prospects a little further along the pipeline.

2 ? Secondly, a case study reveals the benefits of your product, service or company in a way that most other marketing tools don?t. At its best a case study is a captivating story. A well told account of an actual situation takes you away from the dry, technical features that can dominate marketing collateral in high-tech industries and allows you to concentrate absolutely on benefits. The case study should tell a persuasive story of how ingredient ?A? translated into concrete business benefit ?B? for customer ?C?. It puts intricate features in a context that customers comprehend. Once they?ve read your case study they can visualise the problem and the solution. It all helps to lead them another step closer.

3 ? Third, a case study is a hugely versatile piece of marketing collateral. Editor?s cherish them; a good case study is a great way of getting free editorial space in your target trade journals, submit one and watch your website hits go sky-high. They?re magnificent link bait, websites have a huge hankering for new material, so a well written, keyword optimised case study can have a deep effect on your site profile, generating many backlinks, raising search engine performance and site traffic. You can adapt them for any audience, condense them into a short overview for a commercial sell or expand them into a heavyweighty application note for a technical one.

4 ? Fourth, let?s not forget that they?re a great tool for the tool box of the field sales team, excellent supporting collateral for technical sales. If they get lost in the middle of a conversation, a case study provides an useful war story to refer back to, complete with ROI statistics and quotes.

5 ? Finally remember the mantra of 21st century marketing: ?Content is king?. The more quality content you have prepared that explains your distinction the more chances you have to engage. Whether that?s on your blog, Linkedin, or an industry forum it doesn?t matter. The use of the case study is endless.

Writing case studies can be a time consuming business and requires perseverance and skill. So if you want to see the benefits and ROI of the case study with minimum investment, it?s probably wise to contemplate outsourced marketing from a company that can help to craft creative and convincing marketing collateral.

Rob Seymour is Marketing Director of Redmill Marketing Associates. Redmill Marketing Associates is a technology marketing agency specialising in marketing copywriting and marketing collateral development.

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