A lot of content marketing is based on the old adage “show, don’t tell”. People don’t want to hear about why you’re great at what you do—they want you to prove it. And there’s no better way to do this than with a case study.

Regardless of the campaign you’re running, it’s always a good idea to have a few case studies in your back pocket. They’re a great tool to follow up an initial conversation with a client, because they demonstrate you can do what you claim. Similar to testimonials, they offer a third party account of how your company used its expertise to solve a client’s particular challenge. The best case studies not only tell a good story, but they also provide proof points through a subtle third party endorsement.

If you want your case studies to truly resonate with prospects, try to use real names whenever you can. This isn’t always possible, as you need permission for it, but it adds a level of authenticity you can’t otherwise achieve.

Case studies are also more effective if you have cold, hard numbers to back them up. If productivity increased, try to find a few numbers—even percentages—to exemplify the increase. Systems were simplified? Staff was reduced? Money was saved? Find a quantitative way to measure this ROI.

Finally, case studies aren’t an exact science. In some industries, longer, more detailed case studies have the greatest impact. In others, a short one will do just fine. Take the time to find out what works in your industry, and what type of case study resonates with your client base.