From the media's perspective, this "proof of concept" is often the key factor in deciding whether to include your company in an article.
It's one thing to tell a business prospect about a client's success, but having that same story appear in the pages of an influential magazine or newspaper holds significantly more sway.
Case studies often follow the same basic format:
Identify the challenge a particular customer faces.
Describe the solution provided by the company.
Illustrate the measurable results gained from using the service.