How to write a marketing case study

It’s quite funny that marketing case study is one of the most important pieces of marketing content for a business, yet can be very boring. And your marketing case study can make you lose an audience and potential customer. But it doesn’t have to be this way. Don’t worry, this article will guide you on how to write a marketing case study.

If you follow the tips shared herein, you will be able to write an attention grabbing case study that your audience wants to read.

And do you know the beauty of writing an attractive, inspiring, and convincing case study? It instantly turns your readers into customers.

But what Exactly is a Case Study?

Before we talk about how to write a marketing case study, let’s quickly explain the concept of case study itself.

In its simplest form, a case study is a self-contained story about how your customers overcome their challenges after using your products or services.

A good case study centres around your ability to tell a compelling story. And this time, your customer (who is the protagonist) has a problem but wins in the end because of your problem.

By the end of a well written case study, your reader should be able to see themselves as the hero in your own story.

I mean, they should find the story relatable and see themselves achieving their goals by using your product or services.

Why is Marketing Case Study Important?

There is one thing you should know – a case study may not be as interesting as a viral blog post.

But when you understand how to write a marketing case study, it can be an amazing strategy for converting your potential customers into active customers.

So, if you wonder why it’s important to create a marketing case study in the first, here are a few points to note;

Build Customer Loyalty

A good case study doesn’t only engage with your satisfied customer. But it also reaffirms why they chose you in the first place. And why they should continue to do business with you.

Assist Sales

A good marketing case study can help you boost sales. When your sales team shares one of your case studies with your potential customers during a sales conversation, it helps build confidence in the prospect and convince them to take the next action.

Multi-purpose Content

Do you know that quotes and data snippets from your case studies make great testimonial tidbits for your home page, products/services pages, landing pages, etc.?

Interestingly, you can also repurpose your case study into PDFs, videos, blog posts, and infographics.

Earn Trust

One of the good things about case studies is that they turn positive customer opinion into tangible data that actually proves your brand’s value.

And about 60% of marketers revealed that case study is among the most trusted content types.

How Long Should a Case Study Be?

One of the questions people frequently ask when learning how to write a marketing case study is – how long should a case study be?

There’s no definite answer to this question. It depends on your industry. For instance, a kitchen remodeling business can tell their whole story in pictures.

But a software invoicing solution may not be able to use pictures to tell their stories. However, here are a few things to note about the length of a case study…

Most content marketers are of the opinion that a case study should be 500 – 1500 words.

If possible, have a prominent snapshot section not exceeding 100 words.

Avoid using more words than you need. Ensure that your data, images, and customer quotes do the talking.

How to Write a Marketing Case Study

You now understand the concept of marketing case study and why it’s important to your business.

So, here are a few tips to help you craft an amazing marketing case study;

#1. Clear Headline

Headline is arguably the most important part of your marketing case study. It gives the most important information about the case study.

How well you craft your headline will determine whether people will be interested in reading your case study or not.

So, try to pay attention to your case study’s headline. It’s better to spend days thinking about a befitting headlines than to come up with an instant headline that your readers won’t find interesting.

#2. Snapshot:

Snapshot is another important aspect of your case study. As you learn how to write a marketing case study, ensure that you pay attention to your snapshot.

As a rule of thumb, provide the TLDR prominently at the top, ensure you include the client’s name./industry, the product/service used, and quick result stats.

#3. Client Introduction

You should also include a client’s introduction in your case study. It shouldn’t be more than two sentences that describe your customer and a highlight about them.

#4. Problem

You should state the problem or goal in every case study. Don’t forget to mention the consequences, and any hesitations the customer had (that includes quotes).

#5. Solution:

During this section, mention how your customers find you, why they trust you with their challenges, the solution they chose, and how it was finally implemented. Always include quotes.