They’re designed for audiences that are already strongly considering becoming your customers, which is a smaller but more qualified group of people than your general audience. Don’t be disheartened if a case study blog post doesn’t perform as strongly as your best content.Word Stream publishes case studies regularly, but they never receive as much traffic as our most popular blog posts, and that’s okay.
Yes, we want to create a useful, helpful resource for prospective customers, but let’s be real – nobody’s winning a Pulitzer for a case study, and it won’t be going viral on social media, no matter how well-written it is.
Case studies are little more than tools to be used by either self-motivated prospects researching your company, or by sales professionals as tools to help convince prospects to convert – nothing more.
We introduce the protagonist of our story – the client – as well as the problems they are trying to solve. Although I never use strict rules when writing case studies, this section usually runs between 200 and 300 words in length; just enough to introduce the hero of our story and tease the problems they face, but not too much that it would dissuade more casual readers.
In Act II, we introduce the solution, namely our software.
Or, even worse, they simply can’t stop themselves from harping on about how great their company is, the gravest of sins when case studies are concerned.
Case studies may not be as sexy as a viral blog post, and as such they’re often overlooked in favor of other content formats.
So, ready to write a case study that will leave your audience wanting more? Marketers love using the word “storytelling” to describe their collateral.
Everything is a story, if marketers are to be believed.
Using our dog rehabilitation example from earlier, we knew that the possible similarities between training difficult dogs and using Ad Words as a newcomer to paid search was interesting.
We also knew, however, that despite the compelling angle we chose to explore, the client in question had experienced many of the problems common to our core target market of small businesses with modest monthly Ad Words spend.