Case studies are one of the most effective forms of content.

Essentially, they give a real-life example of a problem a customer has had and how they have solved it using your product or service.

They enable a business that has or is experiencing the same or a similar issue to relate to their situation and prompt them to enlist your services.

So, how do you write a compelling case study?

1) Have a target audience

To create an effective case study, you need to consider who your target audience is going to be, and what their needs and desires are.

What is their age, gender, geographic location, job, interests, etc?

Then, using that information, think about the best way you can present a story to them that illustrates the same challenges and pain points they are facing, and how they were overcome, using the example of one of your customers.

Interview your case study to find out more explicitly about their experience, the obstacles they encountered and how they resolved them.

2) Use facts and figures

Companies want to know about tangible results, so use facts and figures to show the scale of the problem and the outcome achieved.

They also back up any claims that you have made in the case study and add context.

The more specific you can be the better it is for your narrative.

But only stick to relevant and useful facts and figures that will serve a purpose for the reader and don’t overload them as they won’t take them all in.

3) Add quotes

The best way to present a case study is to tell it as a story.

To bring it to life you need to use first-hand quotes from the customer, talking about their problem and how they arrived at a solution.

Use quotes that support and expand upon your main points.

That helps put the reader in their shoes and empathise with them if they have or are going through the same or a similar experience.

4) Try different types of content

Different content appeals to different people.

Try a range of types of content to see which work best for your particular audience by monitoring how it’s performing in terms of views and average time spent on the page, new subscribers and/or sales, as well as seeking reader feedback.

While it’s key to keep the content focused on your targeted audience, the more varied the format you use to get your message across, the more likely you are to reach casual visitors and convert them into customers.

For example, you can present the case study as a blog, article, infographic, podcast or even video.

5) Have a call to action

Put in a call to action for the reader at the end of the story.

That can be to contact you directly either by phone, email or contact sheet, sign up for your newsletter, ebook or offers, visit your website or follow you on social media.

Use a clear instruction or button for the reader to click on to take them to the next stage.

Get in touch

  • Do you have a blank page and don’t know where to start? Or do you need to develop your narrative? Give me a call on +44 (0)7949 590213 or email