Martin Walker

5 reasons why case studies should be on your website

The value of case studies

A well-crafted case study is an effective means by which your customers showcase your company’s expertise, and can help to convince prospects of your experience in a particular industry. According to a survey by CMI and MarketingProfs, 64% of B2B marketing professionals rate case studies as an effective content marketing tool, so what is it about case studies that make them so effective? This post outlines five benefits of using case studies on a B2B website.

1. Builds trust

Case studies build trust and confidence, and enable your prospects to identify with the problems encountered by existing customers. The trust factor is built by using a customer’s account of your company’s performance, as this is much more believable than unsubstantiated claims made by companies as to how good they are.

2. Third party endorsement

User generated content like reviews, testimonials and even photos / videos of your product or service can be used at strategic points throughout a case study to reaffirm purchase decisions.
This content is the honest and unbiased opinions of your customers, and is therefore the ultimate third party endorsement of your brand.

3. Support the decision making process

Case studies rarely become out-dated, so once the time has been invested in researching and writing the content they are a continually useful resource in the lead generation process. As you build your case study library, this becomes a very useful resource for your sales teams as they can refer prospects to case studies in the same sector. The more relevant the case study, the more this will resonate with a prospect who is in a similar industry or situation. It can be assumed that if a prospect is viewing your case studies on your website they are closer to making a decision, and therefore can be used to convert an interested prospect.

4. Recycle as other forms of content

Case studies can form the basis of other marketing materials, such as a script for a podcast, the outline of a video script or a trade show handout. They can also be distributed to trade publications and industry websites, and used to support press releases.

5. Increase engagement

Case studies are often presented in a story format, and therefore readers are more likely to be more engaged – especially if the story is relevant to them. Unlike other pages on your website or sales presentations, case studies are all about showing and not telling. They present practical real life examples of your work.

The process of putting case studies together can be time consuming, but once you have the content in place they can be very effective in building trust with your prospects.

Talk to Torpedo about developing a series of case studies that can be used to boost your lead generation activity.

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