{"id":1646,"date":"2020-09-11T11:39:09","date_gmt":"2020-09-11T11:39:09","guid":{"rendered":"https:\/\/networkinggerrardscross.co.uk\/?p=1646"},"modified":"2020-09-16T15:02:01","modified_gmt":"2020-09-16T15:02:01","slug":"matt-wright-on-why-case-studies-offer-the-most-bang-for-your-marketing-buck","status":"publish","type":"post","link":"https:\/\/networkinggerrardscross.co.uk\/matt-wright-on-why-case-studies-offer-the-most-bang-for-your-marketing-buck\/","title":{"rendered":"Matt Wright on why Case Studies offer the most bang for your marketing buck"},"content":{"rendered":"\n

Date:<\/strong> Friday 4 September 2020<\/p>\n\n\n\n

Speaker:<\/strong> Matt Wright<\/p>\n\n\n\n

Company:<\/strong> Nobleword<\/a><\/p>\n\n\n\n

Topic: <\/strong>5 steps to writing effective Case Studies<\/p>\n\n\n\n

In my experience, Case Studies are the single most effective piece of marketing – they are unique, compelling and have longevity. <\/p>\n\n\n\n

Unfortunately, the Powerpoint presentation is too large to upload here (click on this link here<\/a> to access it via the Nobleword website), so here are the edited highlights:<\/p>\n\n\n\n

1. Preparation<\/h3>\n\n\n\n
  • Interview your client first…then interview your customer<\/li>
  • Know the message\/USP for each Case Study and stick to it!<\/li>
  • Remember the 5 W’s – Who, What, Where, When, Why<\/li><\/ul>\n\n\n\n

    2. Interviewing<\/h3>\n\n\n\n
    • Ask open questions – you’re looking for the customer to be creative and emotive in order to create memorable content, e.g. <\/li><\/ul>\n\n\n\n

      How did the product\/service you received make you feel?<\/em><\/p>

      What 3 words would you use to describe the product\/service<\/em><\/p>

      What challenge was your business facing…which the product\/service helped you to overcome?<\/em><\/p><\/blockquote>\n\n\n\n

      3. Write-up<\/h3>\n\n\n\n
      • Catchy titles – think like a newspaper\/magazine and draw your readers in<\/li>
      • Pull-out quotes: break-up the text and help to isolate key USPs<\/li>
      • Testimonial quotes: scatter these liberally!<\/li><\/ul>\n\n\n\n

        4. Approval<\/h3>\n\n\n\n

        Note that getting hold of the customer to approve the Case Study can be the most time-consuming part of the process…but it’s absolutely essential that they are comfortable with what is being sent out in their name.<\/p>\n\n\n\n

        The advantages of this stage of the process are:<\/p>\n\n\n\n

        • Polish quotes: <\/strong>tell them you’ve reworded certain sections\/quotes to make it flow better – as long as people know, they are almost always content to sound good<\/li>
        • Time to rethink: <\/strong>often the customer gets off the phone with you and suddenly realises something they’ve left out, or a quote they’d like to add – this is the ideal time for a ‘second bite of the cherry’.<\/li>
        • Sign off: <\/strong>you want the customer to agree that they’re happy with the Case Study, so that you’ve got an audit trail and a reference point if there are any issues further down the line (very unlikely, but I have known it!)<\/li><\/ul>\n\n\n\n

          5. Design<\/h3>\n\n\n\n
          \"\"<\/figure><\/div>\n\n\n\n

          A professional pdf is something to be proud of…so don’t skimp on your Case Study at this stage – make it look fantastic!<\/p>\n\n\n\n

          Nobleword uses InDesign and graphic designers to create both online and hard print Case Studies. <\/p>\n\n\n\n

          Conclusion<\/p>\n\n\n\n

          For any more information, please contact Matt Wright at mattnoble@nobleword.co.uk.<\/p>\n\n\n\n

          <\/p>\n","protected":false},"excerpt":{"rendered":"

          Case Studies are the single most effective piece of marketing – they are unique, compelling and have longevity<\/p>\n","protected":false},"author":9461,"featured_media":1648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"acf":[],"yoast_head":"\nMatt Wright on why Case Studies offer the most bang for your marketing buck - Cross Reference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/networkinggerrardscross.co.uk\/matt-wright-on-why-case-studies-offer-the-most-bang-for-your-marketing-buck\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Matt Wright on why Case Studies offer the most bang for your marketing buck - Cross Reference\" \/>\n<meta property=\"og:description\" content=\"Case Studies are the single most effective piece of marketing - 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