How to Write Case Studies in 2020: A Content Marketer’s Guide

The trust of your prospective customers is arguably the most difficult thing to earn. It’s also the most rewarding. Before your customers can do business with you, you need to demonstrate your ability to deliver on what your product/service promises. Writing case studies is a great way to achieve this.

Sure, your business could claim that it’s the best in doing something and way ahead of its competition. But without proof, few people will believe you. A compelling case study is the perfect blog post that can help you win over new prospects. This makes it’s a must-have piece of content for any business website.

What is a Case Study?

Case studies are stories about how your previous customers overcame their challenges with the help of your products/services. Just like any other story, a good case study should have a plot and a protagonist – your customer – who overcomes a problem and achieves their objective.

The reader should be able to relate to the problems of your featured customers and see themselves achieving their goals with the help of your products or services. At the end of the case study post, readers should be able to visualize themselves working with you, contacting you, or making a purchase.

Case studies shouldn’t be confused with press releases. While some case studies may accompany new product launches, they are not the best content type to talk about new products. A good case study needs successful past customer experiences and needs to focus more on the customers’ journey, and not the company. You can utilize your “About Us” web page to talk about your company in detail.

Why Write Case Studies?

Before you learn how to write compelling case studies, it’s important to understand the benefits that come with it. They include:

1. Case Studies Help You to Stand Out as an Authority in Your Niche

Case studies require you to pay attention to some of the common experiences your customers have with your product or service. They apply a deeper level analysis of your buying process, making it clear and well laid out. With detailed and well-analyzed content, your website will truly stand out as an authoritative source in your niche.

2. Case Studies Display Your Buying Process

Your audience is full of different types of people: some are looking for answers to their problems, some are looking to be assured, some are looking for alternatives, some are looking to buy, and so on.

A case study is a good tool to answer the questions of your readers, regardless of the stage they are on in the purchase funnel. Since case studies are written in a process-intensive way, they will walk your audience through the buying process and the aftermath. This will help reduce doubt.

3. Case Studies Focuses on Your Customers’ Problems

Case studies are popular because they create a link between your brand and your audience. For more engagement, you can start your case study with a compelling story to draw more attention. A good case study should be easy to extract information from and should address the problems your target customers may have. By understanding their problems, you are in a better position to convert your visitors into real-time customers.

6 Content Writing Tips For Compelling Case Studies

Check out these content writing tips for next year to create convincing case studies:

1. Tell a Story

People love reading engaging stories. A good case study will allow the reader to relate to the sample customer in your case study. They should know the sample customer’s demographics, goals, needs, and how your products or services satisfied their needs. This will show potential customers that your goal is not only to sell goods or services but also help them with their immediate needs.

2. Include Real Statistics

A case study should be as clear as day. Thus, instead of saying your sales tripled over the last year, show the real proof – the real numbers. Remember, not everyone in your target audience is familiar with your industry, so ensure you highlight the areas that they should be noticing.

With true statistics, your readers can see real and tangible results of your products or services. Having a mental picture can help potential customers envision how you can help them. This makes case studies more powerful.

3. Utilize Easy-to-Read Formats

Let’s face it: no one likes to read huge chunks of texts, no matter how informative and interesting the content might be. Thus, it’s crucial to use good formatting elements just like you would in your regular blog posts and articles. You can include:

  • Headers
  • Subheaders
  • Bolded and italicized texts
  • Bulleted lists

Good formatting coupled up with a great SEO strategy will help potential customers (especially skimmers) find the most important parts of the case study and get a great impression about your business.

Take Your Content Marketing in 2020 to The Next Level With Case Studies

With the content marketing tips for 2020 above, you will create convincing case studies that convert. Case studies are not the most exciting content type to write, however, they are one of the most effective. Even in the same niche, no two businesses are alike. Thus, you can rest assured that your case study will be unique, and this is what will set you far apart from the competition. Get more customers by writing more case studies.

Check out this blog post for more insights on how to create compelling content.

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