If you wish to learn to write a case examine that engages potential purchasers, demonstrates you can remedy actual enterprise issues, and showcases the outcomes you ship, this information will assist.

We’ll offer you a confirmed template to comply with, present you the right way to conduct an enticing interview, and offer you a number of examples and ideas for finest practices.

Let’s begin with the fundamentals.

What’s a Case Examine?

A enterprise case examine is solely a narrative about the way you efficiently delivered an answer to your consumer.

Case research begin with background info concerning the buyer, describe issues they have been dealing with, current the options you developed, and clarify how these options positively impacted the client’s enterprise.

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Do Advertising and marketing Case Research Actually Work?

Completely. A well-written case examine places potential purchasers into the footwear of your paying purchasers, encouraging them to interact with you. Plus, they:

  1. Get shared “behind the traces” with choice makers it’s possible you’ll not know;
  2. Leverage the ability of “social proof” to encourage a potential consumer to take an opportunity along with your firm;
  3. Construct belief and foster likeability;
  4. Reduce the perceived danger of doing enterprise with you and supply proof that your corporation can ship outcomes;
  5. Assist prospects grow to be conscious of unrecognized issues;
  6. Present prospects experiencing comparable issues that doable options can be found (and you may present mentioned options);
  7. Make it simpler in your audience to search out you when utilizing Google and different search engines like google and yahoo.

Case research serve your purchasers too. For instance, they will generate optimistic publicity and spotlight the accomplishments of line workers to the administration staff. Your organization would possibly even throw in a brand new product/service low cost, or a present as an added bonus.

However don’t simply take my phrase for it. Let’s have a look at a couple of statistics and success tales:

Within the B2B setting, occasions assist generate essentially the most leads, whereas case research assist convert and speed up essentially the most leads. (…) In a survey of B2B entrepreneurs, they listed case research as their third finest strategy to nurture leads.
Blue Corona, 75+ B2B Advertising and marketing Statistics to Know in 2020
49% of B2B consumers mentioned they now rely extra on content material to analysis and make buy choices.
2018 Content material Preferences Survey Report
Case research are one of many high 5 content material varieties used to maneuver IT purchasers by way of the purchase cycle.
TechTarget, Advertising and marketing Methods vs. IT Purchaser Calls for
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5 Profitable Case Examine Examples to Mannequin

Earlier than we get into the nuts and bolts of the right way to write a case examine, let’s go over a couple of examples of what a wonderful one appears like.

The 5 case research listed beneath are well-written, well-designed, and incorporate a time-tested construction.

1. Lane Terralever and Pinnacle at Promontory

case study example Lane Terralever

This case examine instance from Lane Terralever incorporates pictures to assist the content material and successfully makes use of subheadings to make the piece scannable.

2. WalkMe Cell and Hulyo

case study example walkme mobile

This case examine from WalkMe Cell leads with an enticing headline and the three most vital outcomes the consumer was capable of generate.

Within the first paragraph, the author expands the checklist of accomplishments encouraging readers to be taught extra.

3. CurationSuite Listening Engine

case study example curationsuite listening engine

That is an instance of a well-designed printable case examine. The consumer, particular downside, and resolution are referred to as out within the left column and summarized succinctly.

4. Mind Visitors and ASAE

case study example brain traffic

This lengthy format case examine (6 pages) from Mind Visitors summarizes the challenges, options, and outcomes prominently within the left column. It makes use of testimonials and headshots of the case examine members very successfully.

5. Adobe and Dwelling Depot

case study example adobe home depot

This case examine from Adobe and Dwelling Depot is a good instance of mixing video, attention-getting graphics, and lengthy kind writing. It additionally makes use of testimonials and headshots effectively.

Now that we’ve gone over the fundamentals and confirmed a couple of nice case examine examples you need to use as inspiration, let’s roll up our sleeves and get to work.

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A Case Examine Construction That Professionals Use

Let’s break down the construction of a compelling case examine:

Select Your Case Examine Format

On this information, we give attention to written case research. They’re reasonably priced to create, they usually have a confirmed monitor document. Nevertheless, written case research are simply certainly one of 4 case examine codecs to contemplate:

  1. Written
  2. Video
  3. Podcast
  4. Infographic

When you have the sources, video (just like the Adobe and Dwelling Depot instance above) and podcast case research may be very compelling. Listening to a consumer focus on in his or her personal phrases how your organization helped is an efficient content material advertising technique

Infographic case research are normally one-page pictures that summarize the problem, proposed resolution, and outcomes. They have a tendency to work effectively on social media.

Comply with a Tried-and-True Case Examine Template

The success story construction we’re utilizing incorporates a “narrative” or “story arc” designed to suck readers in and captivate their curiosity.

Be aware: I suggest making a weblog submit or touchdown web page in your web site that features the textual content out of your case examine, together with a downloadable PDF. Doing so helps individuals discover your content material after they carry out Google and different net searches.

There are a couple of easy search engine marketing methods you can apply to your weblog submit that can optimize your possibilities of being discovered. I’ll embrace these ideas beneath.

Craft a Compelling Headline

The headline ought to seize your viewers’s consideration shortly. Embody a very powerful end result you achieved, the consumer’s identify, and your organization’s identify. Create a number of examples, mull them over a bit, then choose the most effective one. And, sure, this implies writing the headline is completed on the very finish.

search engine marketing Tip: Let’s say your agency offered “video modifying companies” and also you wish to goal this main key phrase. Embody it, your organization identify, and your consumer’s identify within the case examine title.

Write the Government Abstract

This can be a mini-narrative utilizing an abbreviated model of the Problem + Resolution + Outcomes mannequin (3-4 brief paragraphs). Write this after you full the case examine.

search engine marketing Tip: Embody your main key phrase within the first paragraph of the Government Abstract.

Present the Shopper’s Background

Introduce your consumer to the reader and create context for the story.

Record the Buyer’s Challenges and Issues

Vividly describe the scenario and issues the client was coping with, earlier than working with you.

search engine marketing Tip: To rank on web page certainly one of Google for our goal key phrase, evaluation the questions listed within the “Individuals additionally ask” part on the high of Google’s search outcomes. When you can embrace a few of these questions and their solutions into your case examine, accomplish that. Simply make certain they match with the stream of your narrative.

Element Your Options

Clarify the services or products your organization offered, and spell out the way it alleviated the consumer’s issues. Recap how the answer was delivered and carried out. Describe any coaching wanted and the client’s work effort.

Present Your Outcomes

Element what you completed for the client and the affect your product/service made. Goal, measurable outcomes that resonate along with your audience are finest.

Record Future Plans

Share how your consumer would possibly work along with your firm sooner or later.

Give a Name-to-Motion

Clearly element what you need the reader to do on the finish of your case examine.

Discuss About You

Embody a “press release-like” description of your consumer’s group, with a hyperlink to their web site. To your printable doc, add an “About” part along with your contact info.

And that’s it. That’s the essential construction of any good case examine.

Now, let’s go over the right way to get the knowledge you’ll use in your case examine.

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Methods to Conduct an Participating Case Examine Interview

The most effective components of making a case examine is speaking along with your consumer concerning the expertise. This can be a enjoyable and productive strategy to be taught what your organization did effectively, and what it could actually enhance on, instantly out of your buyer’s perspective.

Listed here are some options for conducting nice case examine interviews:

When Selecting a Case Examine Topic, Decide a Raving Fan

Your gross sales and advertising staff ought to know which purchasers are vocal advocates prepared to speak about their experiences. Your customer support and technical assist groups ought to have the ability to contribute options.

Purchasers who’re specialists along with your product/service make strong case examine candidates. When you sponsor an internet group, search for product champions who submit persistently and assist others.

When deciding on a candidate, take into consideration buyer tales that will attraction to your audience. For instance, let’s say your gross sales staff is persistently bumping into prospects who’re enthusiastic about your resolution, however are sluggish to tug the set off and do enterprise with you.

On this occasion, discovering a consumer who felt the identical approach, however overcame their reluctance and contracted with you anyway, could be a compelling story to seize and share.

Prepping for the Interview

When you’ve ever seen an Oprah interview, you’ve seen a grasp who can get virtually anybody to open up and speak. A part of the reason being that she and her staff are disciplined about planning.

Earlier than conducting a case examine interview, speak to your personal staff concerning the following:

  1. What’s distinctive concerning the consumer (location, measurement, trade, and so on.) that can resonate with our prospects?
  2. Why did the client choose us?
  3. How did we assist the consumer?
  4. What’s distinctive about this buyer’s expertise?
  5. What issues did we remedy?
  6. Had been any measurable, goal outcomes generated?
  7. What do we would like readers to do after studying this case examine evaluation?

Professional Tip: Tee up your consumer. Ship them the questions prematurely.

Offering inquiries to purchasers earlier than the interview helps them put together, collect enter from different colleagues if wanted, and really feel extra snug as a result of they know what to anticipate.

In a second, I’ll offer you an exhaustive checklist of interview questions. However don’t ship all of them. As a substitute, pare the checklist down to at least one or two questions in every part and personalize them in your buyer.

Nailing the Shopper Interview

Determine the way you’ll conduct the interview. Will you name the consumer, use Skype or Facetime, or meet in particular person? No matter mode you select, plan the method prematurely.

Ensure you document the dialog. It’s powerful to steer an interview, take heed to your contact’s responses, maintain the dialog flowing, write notes, and seize all that the particular person is saying.

A recording will make it simpler to put in writing the consumer’s story later. It’s additionally helpful for different departments in your organization (administration, gross sales, growth, and so on.) to listen to actual buyer suggestions.

Use open-ended questions that spur your contact to speak and share. Listed here are some real-life examples:


  1. Recap the aim of the decision. Verify how a lot time your contact has to speak (30-45 minutes is preferable).
  2. Verify the corporate’s location, quantity of workers, years in enterprise, trade, and so on.
  3. What’s the contact’s background, title, time with the corporate, main obligations, and so forth?

Preliminary Challenges

  1. Describe the scenario at your organization earlier than partaking with us?
  2. What have been the preliminary issues you needed to unravel?
  3. What was the affect of these issues?
  4. When did you understand you needed to take some motion?
  5. What options did you attempt?


  1. What options did you implement?
  2. What course of did you undergo to make a purchase order?
  3. How did the implementation go?
  4. How would you describe the work effort required of your staff?
  5. If coaching was concerned, how did that go?

Outcomes, Enhancements, Progress

  1. When did you begin seeing enhancements?
  2. What have been essentially the most invaluable outcomes?
  3. What did your staff like finest about working with us?
  4. Would you suggest our resolution/firm? Why?

Future Plans

  1. How do you see our firms working collectively sooner or later?

Trustworthy Suggestions

  1. Our firm could be very targeted on continuous enchancment. What might we’ve carried out otherwise to make this a fair higher expertise?
  2. What would you want us so as to add or change in our product/service?

Through the interview, use your contact’s responses to information the dialog.

As soon as the interview is full, it’s time to put in writing your case examine.

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Methods to Write a Case Examine… Effortlessly

Case examine writing shouldn’t be almost as troublesome as many individuals make it out to be. And also you don’t should be Stephen King to do skilled work. Listed here are a couple of ideas:

  • Use the case examine construction that we outlined earlier, however write these sections first: firm background, challenges, options, and outcomes.
  • Write the headline, government abstract, future plans, and call-to-action (CTA) final.
  • In every part, embrace as a lot content material out of your interview as you possibly can. Don’t fear about modifying at this level
  • Inform the story by discussing their trials and tribulations.
  • Keep targeted on the consumer and the outcomes they achieved.
  • Make their group and workers shine.
  • When together with details about your organization, body your efforts in a supporting position.

Additionally, make certain to do the next:

Add Testimonials, Quotes, and Visuals

The extra you need to use your contact’s phrases to explain the engagement, the higher. Weave direct quotes all through your narrative.

Try to be conversational while you’re writing case research, as in the event you’re speaking to a peer.

Embody pictures in your case examine that visually signify the content material and break up the textual content. Photographs of the corporate, your contact, and different workers are supreme.

If it’s good to incorporate inventory pictures, listed here are three sources:

  1. Depositphotos
  2. Unsplash
  3. Canva

And in the event you want extra, take a look at Good Blogger’s glorious useful resource: 17 Websites with Excessive-High quality, Royalty-Free Inventory Photographs.

Proofread and Tighten Your Writing

Make certain there are not any grammar, spelling, or punctuation errors. When you need assistance, think about using a grammar checker instrument like Grammarly.

My highschool English instructor’s mantra was “tighten your writing.” She taught that impactful writing is concise and freed from weak, pointless phrases. This takes effort and self-discipline, however will make your writing stronger.

Additionally, remember that we dwell in an attention-diverted society. Earlier than your viewers will dive in and browse every paragraph, they’ll first scan your work. Use subheadings to summarize info, convey which means shortly, and pull the reader in.

Be Positive to Use Greatest Practices

Think about making use of the next finest practices to your case examine:

  1. Keep laser-focused in your consumer and the outcomes they have been capable of obtain.
  2. Even when your viewers is technical, decrease the usage of trade jargon. When you use acronyms, clarify them.
  3. Pass over the promoting and promoting.
  4. Don’t write like a Shakespearean wannabe. Write how individuals communicate. Write to be understood.
  5. Clear and concise writing shouldn’t be solely extra comprehensible, it conjures up belief. Don’t ramble.
  6. Weave your paragraphs collectively so that every sentence relies on the one earlier than and after it.
  7. Embody a particular case examine call-to-action (CTA).
  8. A beneficial case examine size is 2-4 pages.
  9. Decide to constructing a library of case research.

Get Shopper Approval

After you could have a last draft, ship it to the consumer for evaluation and approval. Incorporate any edits they recommend.

Use or modify the next “Consent to Publish” kind to get the consumer’s written sign-off:

Consent to Publish

Case Examine Title:


I hereby verify that I’ve reviewed the case examine listed above and on behalf of the [Company Name], I present full permission for the work to be printed, in complete or partially, for the lifetime of the work, in all languages and all codecs by [Company publishing the case study].

By signing this manner, I affirm that I’m approved to grant full permission.



Firm Identify:


E-mail Handle:



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Widespread Case Examine Questions (& Solutions)

We’ll wrap issues up with a fast Q&A. When you have a query I didn’t reply, be sure you go away it in a weblog remark beneath.

Ought to I fear about print variations of my case research?


As we noticed within the CurationSuite and Mind Visitors examples earlier, case research get downloaded, printed, and shared. Prospects can and can choose your guide by its cowl.

So, make certain your printed case examine is eye-catching and professionally designed. Rent a designer if needed.

Why are good case research so efficient?

Case research work as a result of individuals belief them.

They’re not adverts, they’re not press releases, they usually’re not about how stellar your organization is.

Plus, everybody likes spellbinding tales with a hero [your client], a battle [challenges], and a riveting decision [best solution and results].

How do I promote my case examine?

After you’ve written your case examine and acquired the consumer’s approval to make use of it, you’ll wish to get it in entrance of as many eyes as doable.

Attempt the next:

  1. Make certain your case research may be simply discovered in your firm’s homepage.
  2. Tweet and share the case examine in your varied social media accounts.
  3. Have your gross sales staff use the case examine as a cause to name on potential clients. For instance: “Hello [prospect], we simply printed a case examine on Firm A. They have been dealing with a few of the identical challenges I consider your agency is coping with. I’m going to e-mail you a duplicate. Let me know what you assume.”
  4. Distribute printed copies at commerce reveals, seminars, or throughout gross sales shows.
  5. When you’re bidding on a job and should submit a quote or a Request for Proposal (RFP), embrace related case research as supporting paperwork.
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Able to Write a Case Examine That Converts?

If you wish to stand out and also you wish to win enterprise, case research must be an integral a part of your gross sales and advertising efforts.

Hopefully, this information answered a few of your questions and laid out a path that can make it sooner and simpler in your staff to create skilled, sales-generating content material.

Now it’s time to take motion and get began. Collect your workers, choose a consumer, and ask a contact to take part. Plan your interview and lead an enticing dialog. Write up your consumer’s story, make them shine, after which share it.

Get higher on the case examine course of by doing it extra often. Problem your self to put in writing at the least one case examine each two months.

As you do, you’ll be constructing a invaluable repository of significant, highly effective content material. These success tales will serve your corporation in numerous methods, and for years to return.

The submit Methods to Write a Case Examine: A Step-by-Step Information (+ Examples) appeared first on Good Blogger.


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