12Sep
By: Jennifer Reid On: September 12, 2016 In: Content, PR Comments: 0

Last week, we shared the first part in our 10 Steps to the Perfect B2B Tech Case Study series. A named customer use case, complete with statistics and quotes, is a glowing reference for a B2B technology company, and clients tell us time and again that the results they get from this is one of the most effective types of PR.

Read on for the second part in our series on how to write B2B tech case studies that will drive leads and help dominate market share:

  1. Think about SEO: Sub-heads are the perfect opportunity to appeal to long-tail keyword searches and your copy should be finely crafted to include all of your client’s key words. How many opportunities is your client going to get to appear associated with well-known brand names? If you content is really optimised, the piece will begin to gain momentum and will rise up the search results to dominate for the subject matter contained within it.
  1. Case study snapshots are the way forward: Regardless of the length of the project, case studies do not have to be long. Two pages (which can be printed on one front and back page) is an ideal length. This should give you enough space to include quotes, statistics and describe how the product or service has helped.
  1. Be specific: There is no room for generalist language and broad sweeping statements in your case study. Specific things that readers want to know are: When did the project start and when did it end, how much did the product/service cost (exact or approximate), was it less expensive than the competition, and, was it easily to implement?
  1. A good cultural fit: Often overlooked in case studies is the “great cultural fit” many project leads will talk about when referring to how well your client worked with the customer’s team. This is particularly relevant when it comes to talking about a professional services based project, the technical and business oriented teams from the client and supplier side may have to work very closely together for the duration of the project. In selecting suppliers, it’s important to be regarded as easy to work with.
  1. Think of life beyond the case study: Do write about the future (just don’t call the section “The Future”) – if your client has been awarded an additional project or will continue to provide service in an ongoing arrangement, this may be a perfect way to end the case study. Simply put, it shows a strong relationship.

 

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