A big part of your marketing strategy is hinged on your ability to produce content that highlights your accomplishments in a concise and credible way. Apart from doing this via your blog, white papers, and social media content, case studies are also an effective way of communicating your milestones.

Dispel any existing notions you have about case studies. Too often, marketers create case studies following a very academic, sterile approach. Sure, you’re able to communicate all your accomplishments, highlight the steps you did to achieve your objectives, and underscore the skills taken to reach your goals—but it offers no compelling reason for your audience to read it.

To help you out, here’s a collection of guidelines and tips that I’ve used through the years on how to write engaging and interesting case studies:

1. Tell a story—don’t write a report 

A case study is factual and based largely on numbers and statistics. That said, just because your content will be peppered with numbers and figures doesn’t mean it has to be boring. Gather all your data and find a way to tell it in a way that’s easy to consume and understand by your readers.

Your ability to weave stories is key to creating a case study that’s interesting. Identify who you’re talking to, learn about their goals, and show them how your product and service was able to meet those objectives.

2. Your format matters

No one enjoys reading a big wall of text. In fact, too many words can work against your favor and derail all your marketing efforts by causing readers to bounce off. 

Address this by writing your case study in a simple, easy to understand format. Case studies don’t necessarily have to be complicated. My advice? Use a lot of headers and break up long texts with images and bullets. Draw audience attention to critical sections by using bold text, and be sure to add quotes from your clients or customers.

3. Present a lot of facts

A case study is all about facts. And what better way to present facts than by highlighting key figures and statistics that underscore your accomplishments. It’s essential to include real numbers, as they will serve as proof of what you were able to do for your customer or client.

If you want to communicate that your product or service was able to double traffic or boost conversions, you should be supporting these claims with the right numbers. Remember, your statistics should ultimately support your overall story.

4. Write with strategy

Don’t just create case studies for the sake of it. Always create one anchored on your overall strategy. It should always illustrate and prove how your product or service made an impact and allowed customers to achieve their objectives.

Don’t just tell them—map out the steps that led to your end results. 

Case studies are essentially a comprehensive online review. They are a testament to how effective your product or service is. If you take the time to strategize, it’s more likely your audience will actually take the time to read it. If you need help creating case studies for your business and more in-depth guidance, get in touch with us today.