With many businesses looking to improve their content marketing strategies in 2020, case studies are an excellent way to tell people about your business. They are not just testimonials, but examples of how your business’ products or services helped customers achieve their goal. The problem is many readers don’t go through it.
In this article, I will share tips for writing a case study that clients will want to read.
1. Write about someone or a situation that your clients can relate to
This is perhaps the most important tip to remember when writing a case study. In 2020, content marketing strategies will be more consumer-focused, and so must your business’s case study. For you to write relatable content, you should know who your target audience is.
For example, an engineer may not be interested in reading content on how your product or service was useful in a hospital. Therefore, the goal is to convince the reader that your service or product can achieve results in their industry. It will give them the confidence that your services or products will work for them too.
2. Write from an interesting angle
Not all aspect of your case study will be interesting to go through. The average attention span is about 8 seconds, so, your case study should be fascinating to read. The best ones are compelling and difficult to ignore. To write in this way, get creative with your case study. Include information and figures that will make readers have no choice but to find out how valuable your services or products are.
3. Use easy-to-read formatting elements
A huge chunk of words, no matter how engaging or interesting, is every reader’s scare. Use easy-to-read formatting elements, just like what you would have used in articles or posts. Include headers, bullet lists, images, italicized and bold texts in your case study. They will make readers easily identify the most important parts of what your business can do for them. Using poor formatting options for your content marketing strategies in 2020 will be one unacceptable mistake to make.
4. Tell the story completely
Everyone likes a good story, and a well-written case study will make readers fascinated with your business’s products or services. Your content should include who the clients were, what were their goals and needs, and what you did to help the clients meet them. Therefore, you must follow up on each client in your case study. This will make other readers trust your services or products as a long-term solution and not a quick fix.
5. Be realistic with your result
The reader of your case study is most likely someone who is seriously considering becoming your customer. Therefore, they would be very much interested in what the outcome was in your case studies. So, don’t include things that were not achieved in them. It is a disheartening experience for people, who have given your business a try, to find out that a white lie had been told in your case study.
6. Talk about the specific strategy used
Regardless of what your client’s problem was, there must have been a strategy your business used to resolve it. Inquisitive readers don’t just want to see what your business can do, but how you went about it. Let them know the planning hours, steps, and effort that was put in to get the desired results. It paints the picture that your business is goal-oriented and relentless in satisfying customers.
7. Make your case study appealing to different types of readers
People learn in different ways, and you should keep this in mind when improving your content marketing strategies in 2020.Some people like reading, while others prefer visual, audio, or video representations of case studies. Since you cannot know for sure who will be viewing your case study, consider making the content as a video, podcast, or infographic.
8. Make your case studies easy to find
If you follow all the steps listed above, but your case studies are difficult to find on your website, then there is no point of having them. No one searches for case studies to read. Therefore, make them well-organized and easy to locate.
Case studies as content marketing tools will be invaluable in 2020. Writing a case study is one thing, and totally different from a relatable and easy-to-read one. The tips we have explained above will make your business’s case study a focal point and persuade clients to try out your services or products.