How To Write Case Studies That Work

Case studies are in demand as some of the most compelling B2B marketing content:

  • Case studies strengthen confidence in your brand when decision-makers are near a buy
  • Well-researched, sophisticated case studies burnish your thought leadership credentials
  • More than any other written content, B2B case studies serve as powerful “social proof”

A good case study encapsulates your value in a strong, believable narrative. It also gives your clients the chance to speak for themselves. However, putting together a case study is complex.

Avoid these four mistakes:

1. The Customer is Not Central to The Story

The more deftly you present your customer as the hero, the easier it will be for decision-makers to relate. Look for ways to get the reader rooting for the customer from the start. Your case study isn’t a brochure, so don’t worry about explaining all the nuances and details of your product.

2. Customers Don’t Speak in Their Own Words

Decision-makers find the words of actual customers far more believable than anything your sales or marketing teams might come up with. Plus, if you get into the habit of performing interviews and collecting quotes for content, you can use the most powerful quotes many times over.

3. The Emphasis is Brands Rather Than People

There are two ways to frame a case study:

  • “Here’s the story of how a company like yours achieved something great.”
  • “Here’s how someone with your job and worries solved a familiar problem.

When it comes to inspiring a buying decision, the latter option wins. Readers know their pain points inside and out – and your case study can show them what life may be like for them if one of those vexing problems gets resolved.

Ask these questions to get a more concrete, human reaction:

  • “When did you know things had to change?”
  • “What difference has this made for your job?”
  • “How do you feel about the project today?”

4. Not Enough Creativity is On Display

Look for opportunities to make headers more compelling by succinctly summarizing the content. Embrace design best practices and leverage opportunities to communicate your message visually, too: That means everything from charts and graphs to photos of the major players in your study.

Promoting and Distributing Your B2B Case Study

Consider these promotional channels for your case study:

1. Your Email Subscriber List

Case studies are most valuable to leads who are near a buying decision – if your marketing funnel is well-designed, they are on your email list and prequalified already. Invite them to see your study and encourage them to set an appointment with your sales team afterward.

2. Social Media

You never know who in your social following might find your case study relevant. Plus, by sharing it on social media you encourage news outlets and industry publications to report on it. Using relevant hashtags and including compelling charts or graphs can help you get attention.

3. Publications and Platforms in Your Industry

Case studies add a dynamic new element to the important conversations in your market. If you’ve learned lessons others can use, summarizing your study can get your findings spotlighted on prestigious industry platforms. From there, readers can visit your website to access the full study.

For industrial enterprises to succeed, they must capture leads online and cultivate relationships throughout the buyer journey. The key is marketing content that provides value and helps solve business problems. Find out more about B2B content marketing and how it can benefit you.