What is a Case Study and How to Write a Case Study
- Shivani Singhania
- Aug 29, 2024
- 3 min read
As a marketer, your goal is to communicate the value of a product or service to potential customers, highlighting its effectiveness in solving their challenges. One of the best ways to do this is through a case study, an in-depth story that showcases a customer’s success by using your product or service.
Though underutilized by many, case studies are essential for content marketing, especially when tailored to specific buyer personas. This guide will teach you everything you need to know about writing a compelling case study.
Table of Contents
What is a Case Study?
A case study is a detailed account of a customer's experience with a product or service, showing how it solved a specific problem or met a goal. They are powerful marketing tools, offering concrete evidence of success through real-world data and personal testimonials.
Unlike reviews, which may be shorter and less formal, case studies are more comprehensive and focus on providing measurable outcomes. The best case studies spotlight customer achievements, focusing on their journey, challenges, and the solution offered by your brand.
Why Are Case Studies Important for Marketing?
Case studies stand out from other marketing content because they combine both objective data (e.g., return on investment) and subjective experiences (e.g., customer feedback). For prospective customers, reading about another customer’s success makes the decision-making process easier.
Key statistics show the importance of case studies:
79% of B2B buyers consider case studies in their decision-making process.
52% rank them as one of the most critical evaluation tools when choosing a vendor.
How to Write a Case Study: Step-by-Step Guide
Step 1: Identify Your Goal
Before you start writing, define the purpose of the case study. Who will benefit from it? Are you targeting potential customers, or is it aimed at long-term clients considering a cross-sell? Understanding the audience's pain points will help you structure the narrative.
Step 2: Choose Your Client or Subject
Select a client whose story aligns with your brand’s values and audience needs. Opt for a customer who:
Achieved measurable success.
Is recognizable or well-respected in the industry.
Is willing to be an advocate for your product.
*Ensure you have the client’s approval to share their story.
Step 3: Conduct Research and Compile Data
Support your case study with data. Interview your client, focusing on key stakeholders involved in the decision-making process. Ask open-ended questions to extract detailed responses that will provide depth to the story.
Use metrics to quantify success, such as:
Increased sales or revenue.
Improved efficiency.
Reduced costs.
Step 4: Choose the Right Format
There are different formats to present case studies, including traditional text-based stories, videos, infographics, and interactive content. No matter the format, always include:
An engaging headline.
A customer introduction.
The challenges faced.
The solution provided.
Data-driven results.
A clear call to action (CTA).
Step 5: Write the Case Study
When writing, follow these best practices:
Be concise: Readers should quickly understand the story.
Provide context: Introduce the client and their goals upfront.
Tell a story: Narrate the customer’s experience, rather than just listing product features.
Use visuals: Graphics, charts, and infographics can break up text and emphasize important data points.
Show data: Include hard numbers to back up success claims.
Step 6: Promote Your Case Study
Once complete, promote the case study through various channels, such as:
Posting on your website.
Sharing on social media.
Email newsletters.
Gated content for lead generation.
Sales collateral for your sales team.
Tip: Make sure the case study is optimized for SEO to drive organic traffic.
What a Case Study is NOT
To write an effective case study, understand what it’s not:
It’s not a press release. Case studies are evergreen and shouldn’t focus solely on new product announcements.
It’s not an advertisement. Avoid overly promotional language, and focus on real, measurable success.
It’s not about your company. Case studies should focus on the customer’s journey and how they benefited from your solution.
Case studies are invaluable marketing assets, offering potential customers a real-world look at how your product or service can solve their problems. By showcasing successful client stories, you build trust and credibility, influencing prospects’ buying decisions.
