New year, new case studies

Case studyHopefully, your company has some great case studies on its website to help sell services or products to potential customers.

But at the start of another year some of those stories may be getting a little old now, while others may have become downright ancient.

As a communications professional you are probably already aware. Perhaps it’s just a matter of finding the time to review the content. The problem is that case studies are not always your most important priority (unless they are part of a campaign) and it can be tempting to leave them on the back burner.

However, the cumulative effect of not investing in case studies is that they eventually become dated. The unchecked case studies spiral out of control. They become factually inaccurate, leading to increased legal, financial and reputational risk, not to mention missed business opportunities.

It stands to reason that the bigger your business, the more case studies you may have to update or develop. But with so many case studies on the go, where do you start?

Well, sometimes it’s worth hanging on to the old case studies as they can convey a sense of history and a catalogue of success. Other times you may want to just update and use the most recent ones and archive the rest. You may also consider whether it’s better to omit details which are time-sensitive.

Working in a big business means you have a big task. But you also have access to lots of great stories too from within the company that you can repurpose. Though even small to medium-sized companies also have an abundance of good stories if you search hard enough.

Before jumping in, there are a few basic questions to think about upfront. If the case studies are going on your website…

> Will case studies lend themselves well to a photo?

> Can a photo be obtained and if so, who has the copyright?

> Are you likely to get copyright permission to use the photo?

> Do you need permission from another company or third party to use the information in the case studies?

> Are they likely to grant permission for the company to use that information?

> Is the customer likely to supply comments which can be used as quotes?

These are really simple questions but so often overlooked. But thinking about these areas in advance can help save time and avoid wasted effort.

So here is the opportunity to refresh your old case studies and create new ones by tapping into the stories behind all the great things your company and its people achieved over the last year.

By doing this, you’re continuing to show potential clients how you’re still providing quality services or products which are relevant to their needs, articulated through the voice of their peers and competitors, the most convincing voice of all.

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