#22 Crafting case studies for impact with Jenna Sloan
If you've been following me for a while you know how much importance I put on the need for social enterprises to communicate and share their stories of social impact. Case studies are great way to do this, which is why this week I've invited Jenna Sloan, journalist and case study expert to share her wisdom on how to craft the perfect case study.
In this episode Jenna shares not only how and where we can use case studies but also how to craft them in a way that connects to people emotionally, so they want to find out more, connect with and follow you as an organisation leading change.
Jenna was a staff feature writer on national newspapers (Daily Mirror and The Sun) for 10 years. She went freelance in 2015 writing for national newspapers and magazines, and now focuses on working with small charities and social enterprises to help source, write and publicise their case study stories. She is also university lecturer in journalism.
"My favourite part of my job has always been telling the stories of everyday people who have found themselves in extraordinary circumstances, and many of those stories come to light because charities or social enterprises have been there to support those people. Sharing these stories, which really resonate with audiences, is such an important way to demonstrate your impact and to help your audience remember and engage with your business." Jenna Sloan.
In this episode we cover:
Jenna's journey to working with social enterprises and charities
What storytelling is and why you need it in your business
How to recognise a story that will impact and resonate with your audience
Why it's important to interview a case study (i.e. talk to them)
How to run an interview like a journalist including the questions to ask (and what not to ask)
The importance of using quotes when writing a case study
Tips on how to structure a written case study and the kind of language to use
As well as how you can repurpose content so your case studies work hard for you
Find out more about Jenna Sloan here:
Connect with Jenna on LinkedIn
Instagram @_jennasloan
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