Case studies are one of the most important pieces of B2B content. In this post, we’ll tell you how to write a case study that works.
According to Content Marketing Institute’s “2018 B2B Content Marketing Trends—North America” report, not only do 73 percent of B2B marketers use case studies, they’re also the second most effective type of content for helping organizations meet their objectives. Meanwhile, according to Demand Gen Report’s 2017 Content Preferences Survey, 78 percent of B2B buyers have used case studies to inform their purchasing decisions over the past year. That’s more than any other content type, and up from 72 percent in 2016.
Case studies are effective because they give your prospects and customers insights into using your product or service. They also highlight the types of results they can expect. Perhaps most importantly, they’re an opportunity to see how other companies use your product or service — companies they may know or identify with because they’re trying to overcome the same challenges.
But that’s not all. Other benefits of case studies include:
- Opportunities for audience and keyword targeting
- Detailed information sharing about your product and services
- Giving readers a clear call to action to spur them down the path to purchase
How to Create Case Studies That Work
While the need for good case studies may be a no-brainer, actually creating them can be a bit more challenging. If you’re asked to develop one, you have two choices. The first is to outsource the job to a freelance writer or agency. Depending on who you decide to work with, you could spend anywhere from a few hundred to several thousand dollars. The average cost is typically around $1,000.
Your alternative is to write the case study yourself. And while that may seem like a daunting challenge at first, with some practice and experience, it will only get easier and you’ll likely get better results. That’s because as someone who works for your company, you know your business much better, and are in a position to help readers understand the value you’ve created for your customers.
To create a great case study, think about it in four parts:
- A compelling headline that catches people’s attention
- A short synopsis that draws readers in
- The body copy, which should answer these main questions:
- What problem did your customer face that you helped solve?
- Why did the customer choose you?
- How do you address the problem?
- What results did you get?
- A conclusion that reiterates the value you provided and includes a clear call to action.
In the process, remember that you want to both demonstrate credibility and tell an interesting and compelling story. That means you need data to show your results and a narrative that brings the experience to life. If you can do that, you’ll be well on your way to creating a case study that helps convert your prospects into satisfied customers.
Want more specific guidance on how to develop killer case studies that work?
Check out our comprehensive “Guide to Creating Compelling Case Studies That Drive Sales.” It has everything you need — from a planning worksheet to interview questions and a checklist.