Just like a story, good case studies have a beginning, a middle, and an end, as well as a protagonist – your customer – overcoming a problem and achieving their objective, just like the main character of a story.By the end of a case study, the reader should be able to visualize themselves as the hero of their own story.
In this guide, I’ll outline everything you need to do to write a case study that prospective customers will actually want to read.
We’ll cover the structure and content of a typical case study, as well as common pitfalls to avoid and things to think about before you sit down to put proverbial pen to paper.
Most people won’t have a “favorite” case study, or even be able to remember one at all.
Before you sit down to create your magnum opus, it’s important to realize that case studies aren’t that important to your audience.
However, the storytelling label most definitely does (or should) apply to case studies, because stories are exactly what case studies are.
Case studies are self-contained stories about how a real customer overcame their problems using your products or services.Well, just as any good story has a beginning, middle, and end, so too do the best case studies.Here at Word Stream, we typically structure our case studies in a similar way every time.The case study has long been a staple of marketing departments everywhere.However, despite the prevalence of marketing case studies and their potential impact, most of them are dull, boring, and forgettable.Try to find an interesting customer for your next case study. Are any of your customers using your business to solve difficult or unusual problems?Get creative when searching for someone to serve as the basis for your next case study. Yes, you want your case study to be interesting and feature a compelling angle, but you also want the vast majority of your target market to be able to identify with it.The more compelling your angle, the better the story.The better the story, the more engaging your case study will be.This begs the question – why create marketing case studies at all?The answer is because they’re Now that we’re clear on what a marketing case study is (and isn’t), as well as why you should be producing them, let’s talk about how to actually write a case study worth reading.