Case studies are inherently vendor focused. The customer’s success is what matters. The last thing a reader needs is another pitch from a vendor about its innovative software solutions.

Readers want to hear how an industry peer used your technology to increase revenue, save time for employees or attract new customers—preferably accompanied by some eye-catching numbers to boot. 

Case studies equip you with pre-approved copy that can morph into several external media campaigns. When you have a customer that’s proud instead of satisfied, and is willing to participate, your customer’s story will go places. 

Here’s how to make it work across media channels.

Press Releases

Press releases are underutilized when it comes to customer storytelling. Too many companies treat press releases as a conduit for formal announcements. This is a solid, yet antiquated, strategy—not to mention new hires, product launches or enhancements are few and far between; and tend to fall flat in the busy news cycle.

When written around the customer’s achievement, a press release showcases your technology’s impact without being overtly promotional. The customer’s result is syndicated across hundreds of newsrooms, which works better than any product marketing copy. These press releases are the foundation of a great pitch campaign.

Media Pitch

Don’t want to pay to issue a release? No problem! The same customer story translates directly into a pitch. A reporter usually wants to hear from a customer’s spokesperson, the problem and how they created a solution powered by your technology. Newsrooms are slammed. Most reporters don’t have the time to read between the lines of your product pitch or make it to the customer quote in the third paragraph.

For a pitch to be effective, as with a press release, make the customer the hero. You’re Alfred to your customer’s Batman—a loyal caregiver who runs the house, patches up wounds and gives tech or tactical support.

That same Alfred instinct carries into awards. Award programs and their associated categories are built around outcomes. Those outcomes always relate back to the value you provide. The panel wants the same proof a reporter wants: Something changed, and you have the metrics to prove it.

Bylines

Bylines run on the same idea. If you’ve submitted an award, you have a long-term copy at your disposal. You can likely repurpose that into a byline. Craft it into a thought-leadership piece authored by an internal executive—or even better, a customer executive—for placement in an industry trade outlet. Focus on telling a relatable story with an inside look at specific problems others experience and how it got solved. Limit product names and promotional materials where possible. Remember, this is not an ad!

The opportunity cost of not using case studies to their full potential could leave you doing more work in the long-run. Don’t let them sit on a webpage. Many are written once then filed away, collecting dust. Now that same customer story—and trusty Alfred—does four jobs instead of one.