If you read our blog, you know that we like to teach through the achievements of our customers.
Not only does their success make us look good (which doesn’t hurt) but it also shows businesses and organizations that with the right strategy and tools, they too can be successful.
But the way in which people read these stories is changing.
In a more socially connected world, people visit blogs to get information that is most relevant to them, in the shortest period of time.
I sat down with one of our storytellers, content developer Blaise Lucey, to learn how his approach to writing case studies has changed to fit these new demands. What advice does he have for businesses looking to develop case studies of their own?
How have we changed the ways that we develop case studies to fit in a more socially connected world?
When we started writing case studies they were much more focused on bringing a background to the business. Now, we still do that but we have to make sure it’s concise because when case studies are on the internet, people are skimming and they’re not really interested in getting too involved. They are doing a lot of other things.
So you have to keep in mind that people are multitasking when they’re reading these case studies.
And more importantly, we want to convey something that they can take away from it and apply to their own business and you have to make it much clearer than it was before.
So you have subheads, if you notice the blog posts these days that have case studies and customer stories in general, will have a lot of subheads to help people find exactly what they need. So that’s what we’ve tried to focus on.
What advice do you have for small businesses that are looking to develop case studies that will get the most value in a more social world?
The key is probably to be universal at this point, and to really emphasize “the you,” so that the case study can be applied in the aspirational fashion where anyone whose reading can say, “Oh, I can do this.” But you also have to be honoring the business and customer that you’re featuring.
So it’s kind of a multipronged approach. So many customers have so many takeaways. It’s really has to be a customizable approach at this point.
The bottom line…
Social media and the hyperactivity that defines today’s online environment are changing the ways that people consume information. Whether you’re writing a case study for your business, or your writing a post for your blog, you have to be aware of your audience and how to get the key points across to your readers.
You’re not writing for you, you’re writing for them. Be clear and concise in the ways that you write and make sure to give your readers something that they can take away and apply to their own business.
Have you written any case studies for your business? How have you adapted your writing to fit a more socially-connected world? Tell us in the comments below!