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How Case Studies Help Build Brand Credibility

Case studies are among the many strategies that companies use to build trust by portraying themselves as knowledgeable. Organisations leverage case studies to educate, convince on-the-fence buyers, reinforce their existing clients’ preconceptions, augment brand credibility, and strengthen claims about new projects or products. Keep reading to find out how case studies can propel the authoritative nature of your business to the next level in 2023.

What is a case study?

The origins of case studies lie in academic research procedures. Like the well-known scientific method, the typical case study methodology adheres to a semi-formal, structured plan. Case studies are purpose-driven, logical presentations created to meet a few key goals. As noted by VeryWellMind, these approaches intend to:

  • Identify under-explored and interrelated problems (cases) and discuss their origins.
  • Describe how these issues are important based on the impact they have on people, stakeholders, organisations, communities, and other groups.
  • Present a variety of possible solutions and explore their foundations.
  • Reveal the research techniques utilised to evaluate the options.
  • Use evidence-based reasoning to compare the solutions and present a compelling argument for the most effective or efficient strategy.

Advertisers, entrepreneurs and SEO managers who stick to this format can make their ultimate conclusions more reliable. Additionally, quality writing also makes complex subject matter easier to grasp.

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Types of case studies

Those who want to improve their SEO rankings will often turn to three effective methods. Let’s quickly summarise each before moving on.

1. Linear studies

Linear studies present their cases as unique problems. By analysing their histories in detail, they let readers follow along naturally and reinforce their conclusions.

2. Process-oriented case studies

Process-oriented case studies view the topic as a small piece of a greater whole. They focus on specific components of a marketing plan or business model with the goal of improving custom key performance indicators or KPIs.

3. Grounded case studies

Grounded case studies forgo filler discussion in favour of specific, well-known or easily relatable business objectives. These tend to be preferred by companies catering to the general reader as opposed to an industry expert. We should also note that case studies and the number of questions they intend to answer can vary in depth.

Creative considerations

The three basic categories above are just a few means of classifying case studies. In reality, there are multiple ways to design, execute and share research. Brands have free rein to use an array of tactics that might make their insights seem compelling. They can also incorporate more than one tactic before creating the finished product. For instance, a marketer might combine a linear case analysis of a particular SEO topic with a more process-oriented experimental method designed to solve an existing search marketing deficiency.

One important observation to remember is that no matter their type, marketing-oriented case studies actively distinguish themselves from other research. They shouldn’t merely rehash old concepts. They instead need to bring something new to the table.

How to conduct a case study

Structuring a case study in advance is just as important as writing about it after the results are in. It’s critical to begin by dissecting the material to highlight the key details that make it of particular interest. These include:

  • Identifying the problems and their origins, responsible parties or contributing factors.
  • Describing what benefits might come from solving the problem.
  • Presenting some possible answers and discussing prior solution attempts.
  • Explaining the method used in the research.
  • Discussing the most viable solution based on logic and reasoning.

While outlining a new case study, it’s a good idea to go through all of these steps in order to obtain the Big Picture.

The psychological side of case studies

Up until this point, our article has focused mainly on the more technical aspects of case studies. It’s nonetheless crucial to point out that these tools can have a very real impact in terms of the human reader. This is based on a principle known as social proof.

Social proof involves how consumers respond with presented with peer-collated information. As opposed to relying upon personal intuition alone, they turn to trusted and objective resources in order to take a specific action. A well-presented case study will present a compelling argument that could cause an otherwise neutral party to take a proactive interest in what is being offered.

Promoting brand transparency

This article emphasised the role of transparency in relation to quality content, and it’s just as relevant today. As you might imagine, lucid and easy-to-digest case studies will add yet another “string to the bow” in terms of how they resonate with the reader. As Navigator Multimedia stresses, transparent case studies intend to put “value in action” by taking the recipient on a journey that is easy to understand and enables clear conclusions to be drawn.

Case studies and SEO

This article focused on the role of the updated Google EEAT algorithm. The first two letters signify experience and expertise, respectively. As you might have guessed, case studies are able to provide both. Not only can this lend an authoritative flavour to your brand, but it will inevitably lead to higher rankings on search engine results pages (SERP). Not too shabby when we consider the level of competition associated with the 2023 marketplace.

How to intelligently promote a case study

Case studies can’t polish every rough concept into a gem, but they definitely help clarify nebulous topics and establish brands as thought leaders. Still, remember that good case study marketing isn’t about promoting with reckless abandon. It rather involves providing the right observations in order to encourage the appropriate action (such as requesting additional information) at the right time. Let’s now conclude by restating some of the ways in which case studies can help reinforce your brand’s credibility.

  • They will portray your organisation as a thought leader.
  • They reinforce existing brand perceptions.
  • They can strengthen claims about an existing product or service.
  • Case studies help to convert website visitors into customers.
  • These methods offer a form of social proof.
  • You will obtain greater brand transparency.
  • Case studies appeal to the Google EEAT algorithm, boosting online exposure.

Conceptualising, executing, discussing and sharing findings may seem like a lot of work, but they are essential parts of using studies for the maximum effect. In short, brands that want to convince the public that they’re good at what they do recognise the value of professional case study writing and comprehensive marketing strategies.

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About our author

Ron is a prolific author who regularly contributes to on-site blog posts. His passion for creativity combined with a client-centred approach has brought him a significant amount of success within this competitive marketplace. Writing for Textbroker since 2012, his hobbies include martial arts and bodybuilding.

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