Case studies are good for PR and better still – journalists love them. At Proactive, we believe they are an integral part of a client’s marketing strategy. Here are three key elements of what goes into making a good case study along with factors to consider when planning content for the year ahead.
Case studies can be one of the most powerful B2B marketing tools and if done correctly, can add immense value and marketability to your business which then can be further utilised online.
With over 20 years in the foodservice field, I’ve learned the most effective methods to drive positive results through the use of case studies for my clients. During my time in the industry, I have been fortunate enough to be involved in some fantastic projects with a number of clients – one of the most recent one with cooking equipment manufacturer MKN, when I spent a day with the team in Wales conducting site visits, discussing new product development and exploring new and emerging trends shaping the sector.
Given the foodservice industry was effectively brought to a halt by lockdown, it was an absolute pleasure to be able to finally meet with my clients again and interact with them face to face. Our time with MKN was spent wisely and has provided us with quality case study content which can be utilised across a number of foodservice publications, as well as online via social media and websites.
A good case study is worth its weight in gold, but only if you have the right contacts to share the content with. A good PR agency will have solid relationships with key journalists and editors, which in return, means more exposure for clients. Given my experience in the industry, I am fortunate to be well connected – particularly with the industry’s leading trade publications and the teams working across these titles.
However, it’s more than just about who you know. Here’s a few more examples of how, as an experienced PR agency in foodservice, we can provide the support you need when producing case studies as part of your marketing strategy.
Compelling angle
It may seem an obvious one, but if you are going to go to the lengths of investing time and money into organising a case study, then ensure you have an interesting story to tell. This is where your PR agency can come in. Having got to know your business inside out, we can help to find the best hook/angle for any case study – focusing on what makes it different from any other content out there. What’s the ‘unusual’ aspect to the case study, does it have a human interest angle, or does it feature an industry icon or brand that could grab the audience’s attention? These are all things to consider when thinking about compiling a case study.
Media coverage
It’s always worth remembering which media titles you want to get coverage in and why. This is something Proactive can support you in. As an agency, we have a close relationship, and following, with all of the industry titles and the content they are covering online, as well as in print. It is our job to future-plan for our clients and use the best titles to receive the maximum amount of coverage. But it has to be right for the client. The case study must also meet the particular requirements of each magazine. That might be that the content should be no more than six months old, or that it has to adhere to a particular style and structure. Again, Proactive has the know-how and insight into each media title to assist clients in delivering quality content, every time.
Story telling
So we’ve covered target audience and story angles, but how should a case study be written and presented to make it as compelling as possible? Firstly, it’s all about capturing the client’s voice – that’s absolutely essential. Secondly, case studies written as stories will always succeed. If done well, they can inject colour into any article. Also keep in mind that the aim of a case study is to engage prospects and generate leads.
Social media
In terms of presentation, leveraging the power of video and social media can really enhance any content. Proactive can assist in digital and social solutions – advising on timings and number of posts, tone of voice and how to target specific hashtags that are highly trafficked by the client’s target audience – in order to get maximum exposure and positive results for your business.
There’s no size fits all approach with planning for and writing case studies as every client is different in terms of their goals and what they are trying to achieve. However, for us as a PR agency, that’s the beauty of it. With over two decades of experience, we have what it takes to create tangible results for each and every one of our clients – whatever their needs. We are a team of highly skilled writers who not only love what we do, but take great pride in delivering excellence for our clients. So anyone looking for advice on how to go about adding case studies to your marketing plan, get in touch! We would be only delighted to assist.
Want to know more about my role and the support I can offer? Connect with me on LinkedIn.