#141: Stand Out in an AI World with Client-Focused Case Studies
In this episode, I had the pleasure of discussing case studies with Leslie Blaize, CPSM, a renowned expert in the AEC (Architecture, Engineering, and Construction) sector. Our primary revelation? While many AEC firms are adept at showcasing their technical feats, they often sideline the compelling case studies that narrate the genuine, heartfelt journeys of their clients. In today’s content-rich landscape, the depth and authenticity of case studies can truly set a brand apart.
Case Studies vs. Testimonials
Leslie and I delved deep into the nuances that differentiate case studies from testimonials and references. While testimonials are brief endorsements and references can be inconsistent, case studies offer a comprehensive narrative. They spotlight the challenges clients face, the solutions AEC firms provide, and the transformative outcomes that ensue. In essence, a well-crafted case study benefits the AEC firm, the elated client, and potential clients seeking a genuine insight into the firm’s prowess.
AI’s Role in Crafting Case Studies
Our conversation took an intriguing twist when we explored the role of AI tools, like ChatGPT, in shaping case studies. AI’s efficiency in drafting content, suggesting headlines and simulating scenarios is undeniable. However, as Leslie highlighted, while AI can lay the groundwork for case studies, it often lacks the emotional depth and nuance that only human touch can provide.
Marrying Tech with Authenticity
The ideal approach, as our discussion revealed, is a harmonious blend of AI and human input. Utilize AI for brainstorming and initial drafts but ensure that the final case study is enriched with human experiences and emotions. Whether it’s a case study, a blog post, or any content piece, the genuine human connection is what resonates most with audiences.
Wrapping Up
Our chat underscored the undeniable value of case studies in an increasingly digital realm. If you’re in the AEC industry or any other sector, investing time and effort into crafting authentic case studies, augmented by AI but polished with a human touch, can significantly elevate your brand presence.
Key Takeaways from the Episode
The Power of Case Studies: Unlike mere testimonials or references, case studies provide a comprehensive narrative, detailing the challenges clients face, the solutions AEC firms offer, and the transformative results. They offer a threefold win for the AEC firm, the satisfied client, and potential clients seeking genuine insights.
Human Touch vs. AI: While AI tools like ChatGPT can assist in drafting content and brainstorming, they often lack the emotional depth and nuance that a human touch brings. Authenticity and genuine human connection in content, especially case studies, resonate most with audiences.
Strategic Planning is Key: Being proactive in identifying and prioritizing strategic projects for case studies is crucial. Engaging in early planning, especially during marketing planning phases, can lead to more effective and impactful case studies.
Repurposing Content: Once a case study is crafted, it can be repurposed in various ways, from being featured on websites to being transformed into video scripts or shared on social media. This multi-use nature makes case studies a valuable asset for firms.
The Future of Content Creation: As AI becomes more prevalent in content generation, the human-created content, especially emotionally-rich case studies, will stand out and hold more value in the market.
Leslie Blaize, CPSM, Blaize Communications
Leslie Blaize is a certified professional services marketer and case study specialist in the Architecture/Engineering/Construction industry. As a freelance writer, she discovered that case studies are underutilized by A/E/C firms.
In 2022, Blaize launched A/E/C Connect, a LinkedIn newsletter that explores issues related to case studies and storytelling within the industry. With the explosion of AI platforms like ChatGPT, she believes the art of storytelling and developing human connections are becoming more important.
Blaize will share how 1 Case Study = 3 Wins and the process for developing this versatile media tool. She’ll explain how a compelling case study can benefit A/E/C firms, the featured happy clients and prospects seeking solutions to their challenges.
Links mentioned in this episode:
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