Sunday, 24 June 2018

Information and commentary for the small business banking industry

Case studies – win-win for banks and customers

16 Dec

One case study, so much content

Here’s the thing – people love to tell their own stories, especially if they’re success stories. So if your bank has clients who are running profitable small businesses, the chances are very good they’ve got some good tales to tell about their path to success.

Case studies are a great way to mine those stories. And if you, as their banking business partner, have played a significant role in their success, then they’re likely to be big fans, and fans are one of the best, cheapest and most effective forms of advertising.

When your clients are telling their own story, in their own words, it doesn’t come across as sales-y. Which means your audience is probably going to pay more attention to it – it’s a great word-of-mouth method.

What content can you mine from a case study?

You’ve conducted the interview and written up the case study. Great. But if you stop there you’re missing out on a gold mine of other content marketing possibilities, such as:

  • Creating an infographic, which is a great way to present the case study visually. Illustrating how the client made use of some of your key tools and resources is a very effective way of getting the message across.
  • Writing a blog post to go with the case study. The person on your team who interviewed the business owner and wrote up the case study could blog about the experience.
  • Mining testimonials. If the business owner says some great things about the bank, ask to use the quotes on your website.
  • Using the case study as inspiration and for reference, create a white paper around the key tools and resources the case study client uses in their business.

Getting the best story

Yes, the client’s got a great story to tell. But it doesn’t hurt if you employ a few key tactics in order to get the best information out of them.

For instance, you need to identify the best person to talk to within the company. In most cases this will be the business owner. They’re the key driving force and they know the history of the company. They’ll also have the best stories about start up and growth.

Then you need to find the best person to actually conduct the interview. You want someone who can think like a journalist and ask key questions – the kind of questions that encourage the interview subject to be even more forthcoming.

The questions themselves should be prepared in advance, and it works best if they’re open-ended questions that prompt descriptive responses.

Remember, in addition to providing you with a wealth of content marketing ideas, case studies also benefit your clients. They’re getting their brand message out there as well – so it’s win-win!

Here at TSBC, we’re experts at case studies. We’ll do the interview and write up the article. Contact us on to read some of our success stories and find out how we can help you.


Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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