Marketing is about telling stories. It sounds simple but storytelling is at the heart of what we do, in order to reach and build relationships with the right people. Of course, there are different types of marketing stories but one of the most obvious, perhaps, is the case study.
Speaking to Alex Moscow for MarketingProfs, Dr. Simon Moore says: "Stories are psychologically friendly because the way they're structured is very neat. They have a start, middle, and end, which is easy for the brain to process. This is essential because despite having a huge amount of untapped potential we don't have unlimited brain power."
A B2B case study is a ready-made story - it already has a start, middle, and end; it charts the tale of how your organisation helped a client to achieve success. That's great content, right there - so it's important that you tell it in a compelling way.
Drawing on psychology, Simon goes on to explain the ingredients of a great story - for example: "The Nobel Prize-winning psychologist Daniel Kahneman demonstrated that we have two cognitive systems that impact our decisions: one is emotionally influenced, and one is more rational/ pragmatic. His research proved that emotional drivers generally have greater influence on our decision-making and behaviour than more rational and logical ones."
When we tell our marketing stories, it's not enough to simply detail what happened. The best stories capture the imagination and keep us hooked. They contain suspense, challenges to be overcome, and surprises along the way.
You might think this all sounds more fairytale-esque than B2B case study, but it doesn't matter whether your protagonist is fighting dragons or a dodgy internet connection - your target audience wants to know how they surmounted the obstacles in their way (and the role you played).
So, set the scene and tell your most brilliant marketing stories, to captivate and connect.
For children across the world, stories are an integral - and, more important - enjoyable part of their bedtime ritual. So, it's not surprising that we are conditioned to like stories. Trained as we are from a very early age, our brains have learned to process information through the medium of stories and to remember them. But it goes much deeper than that. Simon explains: "Stories are psychologically friendly because the way they're structured is very neat. They have a start, middle, and end, which is easy for the brain to process. This is essential because despite having a huge amount of untapped potential we don't have unlimited brain power." [...] You want people to remember what you told them. And when you put information in the context of a story, their brain is already geared to remember it.