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March 23, 2021 (Updated: February 9, 2023)
As a business owner, it’s important to build your business by earning the trust of your potential customers. To do this, you can demonstrate what your products and services can offer them via a case study. While you can always tell your potential customers how great your products and services are, having proof does a better job of convincing them of the benefits your products and services provide.
A case study refers to a research method that involves an in-depth evaluation of a particular case. In the business world, it refers to content that outlines a company’s success or effectiveness when dealing with a customer or client.
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Companies use case studies to not only market their company, but also to show prospective clients or customers how they’ve excelled in the past. Case studies examine company’s challenge or goal and demonstrate how the company solved it. They vary in length and focus on the various details related to a challenge, as well as the applied solution that provided a positive result. For example, you can write a case study that illustrates a positive and successful relationship between you and a client.
Keep in mind that though you can use a case study as a marketing tool, it’s different from a press release. While you can advertise new products or new features, a case study isn’t about your company. Rather, it’s about the customer’s journey and experience.
When you write a case study, you have several mediums to choose from. Make sure to select a medium that appeals to different types of learners and that best showcases the information you have to present. If you already have a text-based case study, you can repurpose it to fit another platform that better suits the information you’re providing. Here’s a look at some of the mediums or platforms you can use for a case study:
When you write a case study, it’s important to follow a certain set of steps no matter the medium or platform you choose. This ensures you write an effective case study that can help your business and attract future customers. Use these steps to write an effective case study:
While case studies aim to show the value of your products or services, they often focus on different objectives. Before you write your case study, determine the goal or the objective of what you’re writing about. Consider what you want to prove to your potential customers with the publishing of your case study. Here are a few examples of case study objectives:
Now that you know your case study’s objective, determine which medium best suits your objective. For example, you can have a written case study, a video case study, an infographic case study or a podcast case study.
The right case study candidate can help you tell a successful story. Here are some things to consider when selecting the right candidate for your case study:
Contact your case study candidate and ask if you have permission to write about them. This establishes clear communication and gives you an opportunity to outline your expectations and the overall timeline of the case study. To convince them to participate, consider how they can benefit from being in your case study. Here are some ways your case study can benefit them:
If your candidate approves of your case study and its objective, have them sign a release form. This form should include information on what you need from your case study subject such as their permission to share certain information to the public. Outline not only what you need from them, but also what they can expect from you.
The release form you send can vary depending on your business and your plan for the case study once it’s completed. No matter how your case study release form looks, make sure it explains the reason for the case study and how you’ll use the case study. It also needs to detail the information you plan to include about the company such as names and logos, and what you expect from them such as their willingness to act as a reference. In addition, make sure to reference their compensation.
Start planning for the interview and set up a time to meet with your participant. To ensure a productive interview, have your case study participant fill out a questionnaire prior to the interview.
Reach out to your participant to schedule an interview. The interview needs to include a series of questions related to their experience with any of your products or services. You can ask them questions like what made your product or service stand out compared to those of your competitors or how they’ve benefited since using your products or services.
Once you’ve conducted the interview, start the first draft of your case study. Keep in mind that it’s best to follow a chronological order to ensure your readers fully understand the impact of your product or service. Here are some of the main things you should include in your case study:
After you’ve completed your first draft, send it to your case study participant. Allow them to give you feedback or suggested edits. After making final edits to the case study, send the final draft to the customer for final approval. Once it’s published, send your customer a copy of the link or platform where the case study lives.
Once you’ve completed the final draft of your case study, publish and promote it. Consider the format it’s in and publish accordingly. For example, if it’s a video, upload it to a video-sharing platform. If it’s an infographic, you can share it on a social media platform or on your website.
Now that you know the steps for writing an effective case study, consider which product, platform and participant you’d like to use for your case study. Make sure to conduct a thorough interview to set your case study up for success.
Apart from following a certain set of steps to write a case study, there are many ways to improve its effectiveness. Use these tips to help you create a professional case study:
Now that you understand how to write a case study, consider the platform you want to use and start planning. Make sure to present a story that has the potential to connect with your prospective clients or customers.
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