By Elvire Gosnold, Director, Blabbermouth Marketing: Case studies are an area that I and the Blabber team are being asked to produce at an increasing rate. This growth area is great for the agency and a marketing activity I fully support as I believe it to be very helpful for the comms industry.
In particular, we are seeing an increasing number of our reseller client base wanting to focus on verticals. Case studies are a perfect way to demonstrate how they understand the requirements and indeed feel the pain of the comms challenges these specific industries experience.
In an industry that is driven by technology, and therefore sometimes difficult for key stake holders to understand or indeed get excited about, a case study can cover the areas that do pique their interest - most often money saved and client satisfaction. With fresh and relevant content being so important for SEO, case studies deliver the requirements for informative content on websites and encourage site traffic.
Traditional case studies are popular but we are also seeing an increase in video case studies. Again, adding in movement to your website improves your Google rankings. Video case studies further encourage the viewer to engage in the messaging as the visual story-telling is often easier to digest, and the addition of music and voice-overs also increase the chances of prospects wanting to know more.
As always though, it is important that you not only have great case studies but that you promote them. I find lots of people have thought hard about the content of their case study but give little thought about how they will push it out to their target audience. There is no point in having a great case study if no one knows it exists.