Creating compelling content, think outside the box.
by Mark Jackson

Let’s tackle another issue regarding case study creation and why not start at the beginning?

Content – how do you develop really interesting and compelling content that engages readers?

Google? Your competition? The proposal that you wrote last month? A $2.95 downloadable e-Book that illustrates for you the dark arts of ICT journalism?

Nope, none of the above. Simply put, the interesting content that you need… your clients have it...you just have to ensure you talk to them and ask them for it.

Too simple you say? Someone once said ‘from little things big things grow’. I’d like to attribute this saying to the great Australian singer/songwriter Paul Kelly but without utilising a thorough 10 second Google search (and then most probably getting it wrong), I’ll save myself by saying – I heard him say it first. You may ask what has the plight of Aboriginal rights activist Vincent Lingiari and the Gurindji people has got to do with creating interesting and compelling case studies?

In the context of this blog – nothing, but it’s a great saying.

It’s a reminder that you have to start from somewhere, even if it is just a small ‘idea’.

Most of us who have worked on ICT projects are familiar with terms such as a Project Closure Report or a Post Implementation Review and maybe even a Process Improvement Evaluation.

Does your company utilise any of the above?

I sincerely hope they do. What documentation do you use to formally advise your client that a project has been delivered and completed? An invoice?

Don’t laugh, we’ve seen it time and time again.

Ok, back to the matter at hand – all three of the documents listed offer your sales and delivery teams the opportunity to re-engage your clients and to solicit feedback.

Why not use it to your advantage? With some slight modifications (and inclusions) these documents can be used as the source of the interesting and compelling content that you need for your case studies.

Ask the question: Who in your client’s organisation really championed your product or services from the beginning, and what can you do with that information?

Would you contact them to request further information about which competing solutions or providers were considered?

Would you ask them why the organisation finally selected your product or service over the others?

Would you include their details in your CRM as a future point of contact? (they may become even more valuable in their next job).

Would you put their name up in lights in a case study that is published far and wide?

I would.

Your clients are an information gold mine, there’s information in them thar hills - it’s not just up to you to find it, it’s your organisation as a collective that needs to take an interest in that wealth.

And that is the little idea that we’d like to bring to light.

To keep your information gathering low key, you could provide a simple ‘post-project questionnaire’ at the end of every successful project and advise that the documentation is to be completed as part of their procedures.

Oh, and one last point regarding case studies, every business has a point of interest. When creating your case studies - do your research, find the interesting stuff (and it’s not normally the IT stuff by the way) and make sure you shout it loud and clear – it makes for interesting reading.

In our next blog post, we’ll discuss what questions should you ask to guarantee that your case studies will be interesting and compelling and what loaded questions you can ask that you’re sales team will love you for.

7 tips for writing great case studies...

Feb 2011:  I always find it interesting tracking which stories get attention, while others are less read. It is not an exact science as you will see in the attached website stats for istart.co.nz, but the following tips are things we have picked up from subscribers, and from looking at results over time.

If you are getting case studies written, these should be in your brief:

1. Avoid the product push. Readers are turned off by seeing your product names in the heading and splashed throughout stories. Cover the necessary details, but play the product features down. What readers like are stories about real people doing real things with technology. They want to hear the voice of the end user, not the product manager. Get real quotes on how the product is being used, and build the story around them.

2. Stick to the facts. Avoid the temptation to embellish with hyperbole and puffery – it has the opposite effect from that intended. In this socially connected information age people will rely on their networks, and if your collateral isn’t backed up by your reputation it will count against you.

3. Tell the story. Case studies are a little like reality TV in that they provide readers with a slice of life inside other businesses. So talk about your client’s business, their people, and unique challenges both in day to day business and in your project. Humanise the story. And don’t be afraid to include the negatives – being open, up front and honest builds credibility.

4. Get behind your client’s brand. If possible, choose clients with strong brands for case studies, and ride on their coat tails. Your clients will love you for it.

Readers are interested in the stories behind the brands. If not a strong brand, then focus on the industry or product category.

5. Keep it fresh. Stories that are dated and no longer reflect your client’s business or their IT landscape affect your credibility.  Make sure you challenge your account managers to update stories as things change.

6. Get it out there.  Writing the case study is one thing, but getting it in front of the right eyeballs is what counts.

Vendors who consistently produce good content, consistently get the traffic – and the new business.

7. Engage. Headlines and sub-headings need nouns and verbs to be meaningful (and to be found), but also need an angle to provoke interest. Add mystery, or controversy. Find out the interesting things about your client, even if they are completely unrelated to technology, and bring them out in the opening 25 words.

The sub-editing we do on new submissions goes some way to correcting some of the above issues, but there is a limit to how far we can take stories that lack the key elements.

The writers we use ourselves are all experienced technology journalists who understand what it takes to lift a sometimes dry topic, and their articles are noticeably more engaging.

When it comes to client-written case studies, we see the full range of writing ability, and the mixed results of poorly briefed stories.

Hopefully the above tips will help lift the game, and ensure business readers keep engaged with how technology can improve their business.

Hayden McCall | General Manager | iStart Limited

© iStart Technology in Business www.iStart.co.nz

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