In addition, projects can be published in any business publication on a paid basis

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Specialized media
Everyone knows that you can advertise yourself on a website, in social networks and in newsletters, but there is another very effective solution - publishing business cases on special platforms. This can give a result that surpasses all other channels in total.

There are many options: there are free and paid versions, universal and specialized, and so on. Publishing projects on platforms such as Cossa or VC gives a good effect, especially since they are free. Also, many users can see your developments posted on Workspace. This platform has a Cases section, where you can exhibit your work for free.


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Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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Problems and mistakes in creating business cases
Different companies have many similar problems that prevent them from creating the developments in question.

Difficulties that organizations face when creating business cases:

Expert involvement is required
In order for the project to have the necessary effect and attract clients, you need to not just give the copywriter a task, but to compose it correctly. It is recommended to cover events in a timely manner, refer to companies, and take into account many nuances. Only a specialist can do this.

Customers are wary of giving out their details and appearing in your stories.
This problem is common in the digital sphere, where a portfolio in the form of cases is a selling point. The customer refuses to be mentioned and to show the results of his business. The issue can be resolved in the following ways:

Do not write the name of the organization. Let the client remain anonymous, do not indicate names and titles, do not post photos.

Agree that you will name the company, but will not provide specific data, but simply show the dynamics. For example: launched advertising, the number of clicks, leads and sales increased by this percentage.

Don't create cases with each customer. It's enough to publish several times a quarter.

Negotiate with clients. Ask for services in return or give a discount if they leave a review or agree to a case.

No ideas for stories
The case is interesting not because of the high level of the task (“look at the ship we’ve created!”), but because of the storytelling—that is, the presence of drama and conflict in it.

The most common errors encountered in cases are:

The text is not structured. It is difficult to evaluate the results if the author jumps between different parts of the story.

There is no conflict. First you need to build a structure (skeleton), and then add details to it.

History does not have an educational role. When reading cases, people do not seek entertainment, but rather gain useful knowledge. The person has spent his time and attention on you, and you need to offer something in return.

Vague wording, lack of numbers and supporting information. Even if your results are not very high, but you have achieved a positive result, then clients will be interested.

Cause and effect relationships are not observed. The author begins the story with one customer problem, and ends up solving another.

Excess of self-promotion. Cases are not created to show off their advantages, but sometimes authors get too carried away with self-praise.

Lack of important details. You need to show not only specific results, but also how you got there, otherwise clients will start to doubt.

Criticism of previous contractors or subcontractors. If the criticism is not supported by your superior results, clients will get the impression that you are simply taking revenge on your competitors.