Case studies are a valuable part of any content marketing strategy. A well written case study is the perfect example of what content marketing is meant to be. They provide valuable and useful information to your audience while providing your law firm with a great return on investment.
It’s true that a case study is going to take a bit longer to put together than your standard blog post, but the rewards you reap will be well worth the extra effort. The overall purpose of content marketing is to build trust with your audience, and by showing how your law firm’s services have worked favorable for other clients, that’s exactly what a case study does. It’s a very simple and straightforward marketing tactic, but it works incredibly well.
Here’s a quick breakdown of why case studies are such a valuable part of content marketing and why your law firm should be taking advantage of them, too.
Case Studies Build Trust
It’s a simple fact that audiences — especially millennials — trust user generated content more than any other form. While case studies are not 100% user generated content, they do contain loads of valuable information and results that come directly from the source.
You might think of a case study as indirectly user generated content. The data and presentation are coming from your law firm, but the reader can easily see that anything you say has to be backed up by real-world results. Include a few quotes from the client the case study is based upon and you’ve got a winning formula.
Case Studies Answer Common Questions
A case study tells a complete story. Readers can see the whole picture from start to finish. A well written case study is going to show the original problem, the strategy devised to solve the problem, and the journey to success. This shows precisely how working with your law firm will be beneficial.
Seeing the entire process from start to finish will answer most common questions that potential clients have. It becomes easier for them to decide if your firm’s services and methods match up with what they are looking for. The overall result should be generation of stronger leads since the audience is much more aware of what to expect.
Make the Most of Good Results
You can use the results from past clients to help bring in future clients. When used correctly, these results have a strong pull factor. Be sure you are in compliance with ethics rules governing attorney advertisement.
People are more likely to buy when they feel as if they already know a company or organization. Case studies give potential clients this feeling of prior knowledge. They have seen what your firm does for their clients from start to finish, so they feel like they have some experience with you.
Results on Multiple Marketing Channels
Case studies have unique properties that make them particularly effective across multiple marketing channels.
Search & SEO
Case studies are very specific in the subject matter they deal with, and often exhaustive in their explanation. This naturally makes them contenders for high ranking spots in search results. They tend to perform very well in searches for their specific subjects and drive valuable traffic.
Again, because of their specific subject matter, case studies tend to have a longer than average lifespan on social media. They can be brought up and passed along again and again. They are a favorite source of information for Internet users looking for hard facts to support a position or argument.
Because case studies are often lengthy and contain in-depth information, they are excellent candidates to be used as “lead magnets” or gated content. By neatly formatting and packaging a case study into a PDF file, it can be used as the reward for a reader subscribing to your firm’s email list.
On the other side of the coin, including a case study, a portion of one, or a link to one, in one of your outgoing emails can help increase email open rates and clicks through to your website. Curiosity to see how the story turns out can be irresistible.
If you haven’t tried publishing case studies to help promote your law firm, it’s definitely something you should be thinking about. They are one of the best forms of “evergreen” content, providing extra to value to your readers and higher than average ROI for your law firm.