2 minute read
It’s a safe assumption that not many human beings are excited by the thought of reading a six-page case study. Most companies have them on their websites and they tend to be long and in-depth, a.k.a. something most people wouldn’t call “a good read.” They’re a necessary evil, however, and it’s only worth the hard work if potential customers are clicking and engaging with them.
#1: Lead them with video
The best way to ensure those leads pay attention to your valuable information is to create a professional video case study. Video forces you to get to the point, discuss the most important aspects of your study, and (the bonus on your behalf) achieve higher engagement by viewers seeing and hearing a real person in this context. Case studies can be cold, and hearing the information with the warmth of a company representative and/or customer’s voice is far more remarkable.
#2: Tighten your script
Unless the story is truly engaging, keep your video in the 3-to-5 minutes range. Keeping it short while still showing your expertise can be hard, though, unless you are utilizing that time best with a taut script. The Hunger Games kept audiences glued to the screen for nearly 3 hours, yet you may change the channel in 10 seconds for a bad TV commercial.
“Your audience just needs enough to understand your message, they don’t need everything. It’s like showing pictures of your baby – you took 100 pictures and you love every one of them, but your friends just want to see the best 3 to 5,” advises video producer and scriptwriter, Steve Simkins, “Know your audience and realize that they will only remember a couple of messages after watching.” Keep it concise, clear, and visual.
Click through for a playlist of awesome video case studies found online to inspire you (and one of our own for good measure). Lose the long essays that few are reading, and switch to a visual dissection of your hard work!
In what ways could your company’s case studies be better presented? What would add interest and/or enthusiasm? For inquiries or consultation, please reach us by the contact form below, or call us at (208) 345-7870.
About the Author
Stephanie Norell is the Marketing Director for North by Northwest’s Boise office. She loves horror movies and Pinterest, adores the classic film Xanadu, and “enjoys” disseminating her thoughts for trolls to discuss online.