Using Case Studies to identify and answer FAQs

Using Case Studies to identify and answer Frequently Asked Questions is clever.

Even though it’s a bit of a chicken and egg conundrum to determine which comes first – the Case Study or the FAQs. Maybe the solution is to go organic!

Creating FAQs that build trust

For example, you may well have an FAQs section on your website. These may or may not come from genuine customers. Alternatively, you may or may not have made them up yourself.

Whichever is true, you can use your growing suite of Case Studies to validate and update what’s included in your FAQs.

Answering your genuine customers’ questions openly and transparently is a key way of building trust in your marketplace. In fact you need to dedicate the bulk of your website content to informing and educating your prospects.

Creating effective Case Studies

And this includes your Case Studies.

During the Case Study briefing and interview process the Case Study Writer will inquire about your client’s most pressing questions, concerns, issues and objections. Part of the function of the Case Study will then be to demonstrate how each of those matters was resolved, and the benefits that resulted.

Answering Customers’ questions

For example if an FAQ for your IT solution business is “How will you minimise disruption to business as usual during implementation?” you will wish to describe in detail what your precautions are  – and give an account of a real customer’s experience to back it up. Linking from the specific FAQ into the full Case Study will enable your prospect to find out more about how you delivered value for your customer too.

If this question doesn’t appear in your IT solution business’s FAQs – but a Case Study identifies it as one of your customer’s main concerns – you need to extend your FAQ list.

Start-ups v Established businesses

Bear in mind that the wisest start-ups make sure that Case Studies are the first pieces of content that they create and share. This is to raise their profile and attract more interest in what they have to offer. Case Studies also ensure a deeper customer relationship. Delivering exceptional service then taking the time to review it builds respect and good will.

For more established businesses there is still good reason to prioritise Case Studies. Not only do you enhance your social proof, you also reestablish your understanding of your customers’ questions, and make your content more credible and useful.

The fact is (mixing metaphors horribly) the chicken and the egg are two sides of the same coin. As long as your marketing content is customer-driven and customer-focused there is no differentiation between FAQs and Case Studies. The two go hand-in-hand.