Here’s a not-so-secret secret: In the world of professional services marketing, the client holds the reins of the buyer-seller relationship. That means marketers must understand their motivations and evolving behaviors to grab their attention. 

To build rock-solid rapport. 

To convert thought leadership consumers into bonafide clients. 

Our recent benchmark survey dived deep into this dynamic, revealing a compelling insight: Case studies dominate as one of the most effective content types for conversion. When asked which types of content hold the most sway over purchase decisions, 44 percent of buyers of professional services favored case studies, trailing closely behind webinars and interactive content (each clocking in at 47 percent). 

In a world inundated with content, how can marketers ensure their case studies stand out and drive results? Let’s dig in.

1. Keep the spotlight on the client, not your brand

At the heart of every successful case study lies a captivating story. Whether you’re penning a traditional written piece or creating a video testimonial, it’s important to frame your client, not your brand, as the main character. 

That doesn’t mean you can’t mention your brand’s accomplishments—it wouldn’t be much of a case study without a close examination of your approach, problem-solving methodology and key results. But you should always center your client as the true hero of the narrative. By showcasing their challenges, triumphs and the transformative impact of your solution, you create a relatable storyline that resonates with prospects.

2. Design for impact

Harnessing the power of design is critical, especially considering that a remarkable 90 percent of the information our brains process is visual in nature. By integrating graphics, imagery and interactive features, you not only draw readers in but also create an immersive experience that keeps them on the page. 

While each case study will highlight a different story and therefore require unique visuals, try to establish a replicable template to save time and maintain consistency. A standardized format streamlines the creation process, allowing you to efficiently produce additional case studies without sacrificing quality. Consistency in design and structure reinforces your brand identity, making it easier for your audience to recognize, engage with and eventually, come to trust your content.

3. Embrace variety

While traditional written case studies remain effective, diversifying your approach can yield even greater results. Experiment with different formats such as video case studies or infographics to cater to diverse audience preferences. 

At Scribewise, we’re big fans of the Story Stream, an interactive infographic that uses responsive navigation and design to guide readers through a series of interconnected elements or sections. Story Streams can further be enhanced through the incorporation of multimedia elements such as videos, animations and audio clips to amp up the user experience and provide additional context. 

Speaking of video, our survey revealed that half of client-side buyers prefer video over written content. In fact, according to buyers, webinars, videos and interactive content are among the most helpful when it comes to making decisions about budget.

4. Repurpose case study content

Repurposing case study content across various channels, from social media posts to email campaigns, will provide more bang for your buck when it comes to attracting and building an audience. As our stat about video vs. written content demonstrates, not everyone prefers to consume information in the same way, so presenting your case studies in different formats increases the likelihood of reaching and engaging with a wider customer base.

Beyond expanding reach and visibility, repurposed content can:

• Increase engagement
• Enhance shareability 
• Improve SEO
• Build credibility and trust
• Facilitate conversion

Repurposing content allows marketers to tailor messaging, formats and distribution channels to different stages of the buyer’s journey. For example, social posts highlighting key statistics from a case study may attract prospects in the awareness stage, while a detailed video testimonial may help convince leads in the consideration stage to hire your firm.

While case studies may not be a novel concept, their effectiveness in driving conversions remains unmatched. By adopting a fresh perspective and embracing innovative approaches, marketers can breathe new life into this traditional content type, transforming it into a powerful tool for engaging and converting customers. 

As the professional services landscape continues to evolve, the key to success lies in understanding buying behaviors and adapting your strategies accordingly. Don’t forget to check out our report on the state of buyer preferences in 2024.