Writing a good business case study

As you begin to sort through the material from the interview, remember that your case study will focus on the details that will help other people choose to work with you. To help make your case study more readable, pick out interesting facts, relevant statistics and good quotes from the material you have. When you publish online, you only get a short time to make an impression.

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That applies to case studies as much as other types of content marketing. A lot of case studies have headlines that include the company name, the benefit they got and the data that supports it. Feel free to explore this; you might end up with a better case study. What do we mean by that?

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The way to achieve this is to let the customer share out the praise. And if other people are involved in your success, credit them. Finally, end your case study with a call to action which encourages readers to check out other case studies or work with you, as Neil Patel does.

The rules for writing a good case study are pretty similar to the rules for any good writing. Be specific about any achievements, using real numbers. Some people wonder about the pros and cons of using the first person and the third person. For example, you could use this in describing the situation your customers were in.

You can actually use both. Many case studies do this by describing situations in the third person and using quotes for a first person perspective.

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You can tell a story that engages prospective customers. Whichever you use, speak like a person and not a marketer. Finally, in case you were wondering what the ideal length for a case study is, the answer is: as long as it needs to be. That will likely include taking care of SEO and scheduling social media posts. You might also want to use your case study for external marketing, which means getting it designed in a particular brand style. Case studies are an excellent sales tool, so make it easy for your sales team to share them with others, either via a link, a PDF or even a printed copy.

Consider publishing your case study in different formats for different audiences. For example, you could create a landing page with some of the key takeaways from the case study.


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Or you could do a video version. We really like this suggestion from EWriteOnline : publish your case study as a bite, a snack and a meal. The bite would go on Twitter, where content is short. Meanwhile, the snack would go on Facebook, which allows longer content. The meal, of course, would be on your own site. For example, you could use a blog category or a menu item on your own website.

The ultimate guide to writing case studies that drive leads

But there are also online business hangouts where it makes sense to share your data. If you publish a lot of case studies, include some filtering tools on your site so people can find the case studies that best match their own situation. As mentioned earlier, you can also use a case study as a lead magnet, either via a regular optin or a content lock. One of our favorites on the OptinMonster blog is this case study of how Social Media Examiner got , new email subscribers using OptinMonster.

The case study includes a description of the company and the background to the issue it was trying to solve. Then it shows what Social Media Examiner did, and what the results were, with before and after numbers. The case study ends with a quote from the company about using our product. This is an attractive and unusual case study presentation. Sometimes, you can do an internal case study, as WPBeginner does for sister site List This case study runs through all the strategies tried from beginning to end, effectively providing not just a case study, but a tutorial readers can apply to their own sites.

Marketing Sherpa has its own case study template. It highlights the benefit in the headline, and provides a quick summary sort of like a snack. Those who read on get:. On its case studies page, you can see the headline which highlights the key benefit. Your case study is more likely to get shared as well when it includes quality, relevant images like infographics. By themselves, infographics are shared 3x more than any other type of content.

That can vastly improve the reach of your case study. Storytelling and images aside, you still need to include the key components of a case study. Follow that up with appropriate emphasis on how your product or service provided the best solution to their problem and how it helped them meet their goals.

This featured case study on HubSpot leads with those key points, providing a summary of pertinent info right from the start. Back up everything in the case study with data for authenticity and help demonstrate the success of what your product or service has done for others. Brightedge brings clear data showing how keyword rank increased along with revenue over the course of a migration. Mix your storytelling with key metrics, and use clearly annotated charts and graphs like these to make data easy to read.

Whatever format and length you choose, make it easy to skim through the case study content. Even long-form copy and deep-dive case studies can be made skimmable with the right formatting and mixed media elements. His approach puts all the emphasis on the happy customer, using storytelling to persuade the reader and capture their attention.

These tips should help you do just that.

How to Prepare a Case Study Paper Expertly

As a B2B Demand Generation Agency, our clients are faced with longer sales cycles and a multitude of influencers and decision makers who are cond. As an agency, priority 1 has to be your clients. After all, your job is to solve problems for your clients, answer some pain they have, and lower t. Because even the most raw, uncreative case studies can still be effective. They provide a boost to customer confidence in your business They provide a path to a solution They educate prospective customers on how they can solve their problems They are solid, social proof that your solutions are viable and you bring value to the table When you build on those basic things in the right way, you can create a highly sharable, deeply engaging piece of content.

Look at how Asana presents their case studies — from the perspective of the customer.


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  • Tell a story. Lead your customer to help get the information that will make your case study stand out. What was the implementation and decision making process like How has the product or service provided a solution? How did you benefit? Include actionable insights. Consider these questions to help create some actionable tips: What are things someone could learn from the process? What do customers need to know before taking this approach? What are the steps to implementing your solution in a similar process? What are key things to consider before moving forward with purchasing the solution?

    Create a mix of media. Use relevant not stock images to support the storytelling aspect of the case study — such as images from your customers Include video showing the product or solution at work Add video testimonials Add charts and graphs to create visual data representation Use infographics to provide punchy data points that are visually attractive DoubleDutch uses video to turn their case studies and success stories into exemplary content experiences.

    Emphasize problem and solution. Back it up with data! Make it easily digestible.

    Get the flow perfect. The Implementation: How was the product implemented, what problems arose, what challenges were overcome? Leverage and promote your case study.

    How to write a case study

    Conclusion Case studies are a ridiculously effective way to make people fall in love with your business. They work, plain and simple.

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