Case studies have long been a standard in marketing departments around the world.
Most marketing case studies are bland, monotonous, and forgettable despite their widespread use and potential influence.
In this tutorial, I’ll walk you through all you need to know about writing a case study that prospective clients will want to read. We’ll go over the structure and content of a typical case study, as well as common traps to avoid and considerations to consider before you start writing.
So, are you prepared to write a case study that will pique your audience’s interest? But, first, let’s get this party started.
What Is a Case Study?
Marketers prefer to describe their material with the word “storytelling.” If marketers are to be believed, everything is a story.
On the other hand, case studies do fall within the storytelling umbrella because they are all tales.
Case studies are controlled stories about how a real client used your products or services to solve a problem. Like a tale, successful case studies have an introduction, body, and conclusion, as well as a protagonist – your customer – who, like the main character in a story, overcomes a difficulty and achieves their goal.
The reader should imagine themselves as the hero of their own story by the end of a case study. They should be able to identify with your highlighted customer’s concerns and envision themselves attaining their objectives by using your product or service.
What Isn’t a Case Study?
Case studies aren’t the same thing as press releases. Case studies can support new product releases, but they aren’t only vehicles for discussing new items.
Case studies aren’t commercials. They can promote new items or features, but they aren’t intended to be about you.
Good case studies do not focus on the organisation. Rather, they tend to describe customers’ journeys.
As marketers neglect the notion that case studies are stories in the most literal sense, most case studies are dull, quickly forgettable nonsense. They get caught up in details like brand voice and message matrix, forgetting to use the narrative framework that makes stories fascinating. Or, even worse, they can’t stop bragging about how fantastic their company is, which is the gravest of sins when it comes to case studies.
It’s time to make a switch. Here are some proactive tips for proofreading case studies that help you write a better, more effective case study.
1. Create a character who is relatable to your ideal customer.
Do you have a clear notion of who your ideal consumer is? First, make your case study about your university clients if somebody in the education sector. Next, make your case studies regarding automotive parts and accessories makers if it’s someone in the automotive sector. Next, develop the case study about retail customers, if it’s someone in the clothes sector. Finally, make case studies on medical devices and pharmaceutical triumphs for anyone in the healthcare industry.
The goal is for your case study to demonstrate to potential consumers that you are:
- At ease in their profession
- Be aware of the unique requirements of their sector
- Understand how to deliver specific results to their industry.
2. Tell the story from scratch to end
Storytelling is an effective marketing technique. A good case study allows readers to learn a lot about the client included in the case study, such as:
- Who is the hypothetical customer, and what do they do?
- What were the objectives of the customer?
- What were the requirements of the customer?
- How did you meet those demands and assist the customer in achieving their objectives?
But don’t give up after a month or two. Instead, follow up with the client about the case study and revise your case study a couple of months later to demonstrate how your solutions still provide long-term value.
Make careful to emphasise both the emotional and financial benefits. For example, was your approachable to boost employee morale, promote retention, or allow staff to focus on less time-consuming tasks?
This shows readers that your purpose isn’t just to aid with immediate problems but also to achieve long-term effects.
3. Make it simple to read your case study
No one wants to read a large block of text, no matter how engaging or informative. Like blog entries, case studies should be scannable and easy to read.
Use good content formatting components on your website, just as you would with articles, blog posts, and copywriting, such as:
- bulleted lists
- text that is bolded or italicised
To liven it up and make the content more engaging, consider incorporating multi-media features such as videos, PDFs, and photographs in addition to written content.
Your case study will be easier to read and more compelling if you include images of the actual customer, results dashboards, and even video interviews.
4. Make use of real numbers
When a company claim that “they have double traffic,” how do you know if they mean from 100 to 200 visits or 10,000 to 20,000? Display the figures as well as the proof. The reader will observe where the customer started and managed to finish. They can see tangible outcomes.
Use precise, direct numbers to make a stronger case study. For example, tell your customers how much your improved traffic, money, or other goals are important to you. This increases the credibility of your case study and aids in the development of brand trust.
You want to be as precise as possible with your case study. Provide specific, accurate data and real proof in the form of charts, analytics data, etc., rather than simply saying you quadrupled their traffic.
5. Discuss specific strategies
The engagement exceeded the client’s expectations.
- How did you pull it off?
- What services did you use, and how did they help you achieve your objectives?
“Our online marketing services resulted in these results,” don’t just state.
Instead, it should be stated that these outcomes were achieved by a combination of a three-month concentrated social media effort focusing on Facebook and YouTube, as well as five months of link building.
6. Experiment with various content formats
Case studies don’t always have to be told in the form of a story. Instead, try other case study formats, such as an interview structure in which you ask your clients the same questions about what they do, their requirements, their goals, and how you met them that you did previously.
The case study will be even more relatable to your ideal consumer if you quote your customer in their own words rather than telling the narrative.
Case studies can also be highlighted using infographics, seminars, and podcasts. But, again, get imaginative and test what types of material your users respond to instead of sticking to the same old text-only approach.
7. Appeal to Diverse Learners
While some individuals prefer to read, others may prefer to listen to, watch, or see your case study. As a result, think about repurposing your text-based case studies as:
- A radio show
- A video on YouTube
- A visually appealing infographic
8. Make it simple to locate your case studies
What good are excellent case studies if no one will ever read them? Make sure your case studies are well-organised and accessible. This includes putting them on your website, optimising them for search, and spreading the word via email and social media.
Are you ready to make better case studies?
You can opt for case study assignment help. Case study research is the foundation of an excellent case study. Request that your clients complete a brief survey highlighting how you assisted them in achieving their objectives and be sure to include specific outcomes in your request.
Please explain how the case study will benefit them by raising brand recognition and providing link-building opportunities. Remember that a well-written case study can help you and your client gain credibility and reach a larger audience.
Do you need Kellogg’s case study help, or have any case study examples that you’d like to share? Then, post them in the comments section!
Ryan Shewan is a freelance journalist and digital content specialist based in New England. In his leisure time, he works for Assignmenthelp.us, where he provides students with online support.