If you have any doubt in your mind about how great stories in case studies can bring you quality website visitors and then clients, just look at Microsoft. It's a nipple-piercinigly brilliant example of what good case studies can do for IT businesses.
In 10 months, one single case study, The Outback Steakhouse Story, landed 234,000 visitors. It's one of the most visited pages on Microsoft's website. This case study has also triggered 21 blog posts and umpteenth number of tweets.
Microsoft has discovered that even with its prestigious status the "Build it and they'll come" approach is not enough.
But the secret of the success lies in the synergistic power of the story and the keywords around which the story was written.
Great content strategy combined with great search engine strategy.
Winning recipe.