content tools

Content Tools for Success: How to Create & Use a Case Study

If you’re a successful agency in any part of the digital realm (web marketing, SEO, digital media, you-name-it) you probably have a lot of success stories to share and happy clients who wouldn’t hesitate to recommend you. All of that is great – but, how useful is it, if you aren’t letting everyone else out there know your existing value and the fact that you don’t need to prove yourself, since you’ve already had successes? This is where a case study comes in. You can send it to new clients, show it off as a downloadable marketing material to new subscribers, send it to anyone questioning your successes (how dare they!), and so much more.

3 Great Reasons Why Case Studies Can Become One of Your Most Valuable Content Tools

Creating and publishing case studies is a great strategy, especially if you plan to highlight your authority and build credibility and trust in your line of work. You cannot and should not harvest the fruits of your own labor without letting the whole world know how resourceful, competent, successful and client-oriented you really are.

Bragging about your own success stories can take you a long way, as long as all your claims are backed by solid evidence. This is precisely why a case study is such an important content tool these days: it enables company owners to separate themselves from unreliable, boastful competitors who speak very highly about their own affairs without actually being able to list their accomplishments. In this context, there are 3 main reasons why you should invest time, money and energy in creating a case study:

1)      Case Studies Give You the Chance to Tell a Compelling, Factual Story about Your Clients. This will obviously help you attract new customers and/or partners who may need a bit more than a string of fancy words to choose to do business with you. A skeptic may ask you: “Why should I invest in your goods or services?” Case studies provide the shortest, most accurate answer to this question. A good case study should put your selling skills and first-class marketing strategies on full display. Remember that your goal is to seduce both the hearts and the minds of your targeted audience.

2)      Case Studies Help You Gain a Competitive Edge. Whether we like it or not, we live right next to impostors and people who can’t make a single move without exaggerating their positive attributes. In a world where it is still very difficult to separate the ugly truth from an overly adorned lie, case studies can reflect your transparency, sustained efforts and your good name. They can also come in handy if you want to separate yourself from your main competitors who are nothing but talk.

3)      Case Studies Help You Promote and Run a Real Business. Ask yourself the following question: does your business seem real, or does it sound as fantastic as a fairytale with pink unicorns? Case studies can make many people realize that they need your products or services in their lives; a well-written study will highlight your competences, your previous results and awaken a powerful emotion. You can use this valuable content tool to evoke sympathy, admiration, joy or curiosity, based on your end goal and the nature of the facts presented in the study. Either way, a content piece that resonates with your readers, stimulates their empathy and encourages them to take action will work to your best advantage.

Don’t know how to draw the line between truth and necessary braggery? In this case, we’ve got news for you: superlatives and exaggerations can hurt your business, as long as all the claims that you make are not supported by solid, 100% verifiable evidence. Case studies can help you keep your feet on the ground, keep track of your success stories and put them to good use to diversify your clientele, boost brand awareness and maximize your gains.

Getting Started: How to Write a Killer Success-Oriented Case Study in 6 Easy Steps

Even if you’re good and you know it, and you have a virtually endless list of satisfied customers who would vouch for your business at any given point in time, it may still be difficult for you to write a concise, genuine and persuasive case study. Follow these basic guidelines to overcome your own limitations. Leave your modesty and the door and you’ll manage to come up with an awesome client case study in 6 easy steps.

  1. Gather the Most Relevant Details Related to the Success Story of One of Your Customers. Focus mostly on quantifiable aspects (like for instance monetary advantages, website traffic increases, improved sales and so on)
  2. Opt for a Punchy Headline That Manages to Introduce Your Most Important Accomplishment. Your goal is to explain how your services improved the life of a certain customer in a very succinct, compelling manner.
  3. Include Convincing Client Testimonials. Don’t turn your case study into a boring, pointless monologue. This is not a church sermon; it is your best chance to attract new clients, accentuate your best qualities and capabilities and make a name for yourself. Keep things interesting and highlight your realness by including relevant client testimonials that introduce at least 2 or 3 key benefits associated with your brand, product or service.
  4. Create Subheads for the Most Important Details Listed in Your Case Study
  5. Shed Some Light on the “How” Aspect. Unless you are a mysterious magician who is recruiting spectators for his next show, get ready to talk a bit about the aces up your sleeve. How did you manage to trigger the complete satisfaction of your customers and deliver the promised results? Use powerful action verbs and avoid using passive voice in your content piece; passive voice minimizes your efforts and may make your audience believe that major improvements could have been witnesses even without your contribution.
  6. End the Study with a Short, Relevant Quote from a Customer. The quote should summarize all the info presented in the study and reveal the fact that you are a top-rated, trustworthy player in your line of work.

Showcasing: Express Writers’ Case Study

We’ve presented case studies in the past on our blog, including one on short vs. long content, which was also a successful SocialMediaToday guest blog with over 1,000 shares. Besides blogging our successes, we also have an official “case study” PDF branded to our company with our clients’ success stories. We started the case study document by featuring our own company and blog – what better way to present success than to show your own company is a success in what you offer? We asked about 10 of our satisfied clients if they wouldn’t mind being featured in the case study; not only were they receptive to the idea, but they gave us screenshots of statistics and data to use and full permission. It was a success to create and collaborate on – and now we have a record of just a few sample successes we’ve had when it comes to creating and publishing high quality content.

Case reports are an extremely valuable content tool, which can boost you popularity and profitability in no time, without forcing you to spend a small fortune to make things happen. At the end of the day, a good case study should let you put solid facts where your mouth is and prove that you have legitimate reasons to brag about your business success.



2 replies
  1. Mckinley Forde
    Mckinley Forde says:

    This is the perfect website for everyone who wishes to find
    out about this topic. You certainly put a fresh spin on a topic that’s been written about for decades. Wonderful stuff, just great!

    • Kristel
      Kristel says:

      That’s wonderful to know, McKinley. Thanks for dropping by! – Kristel, Content Specialist at Express Writers


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