Below, I’ll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.
A case study examines a person’s or business’s specific challenge or goal, and how they solved for it. Case studies can vary greatly in length and focus on a number of details related to the initial challenge and applied solution.
In professional settings, it’s common for a case study to tell the story of a successful business partnership between a vendor and a client.
Whether it’s a brief snapshot of your client’s health since working with you, or a long success story of the client’s growth, your case study will measure this success using metrics that are agreed upon by the client you’re featuring. Perhaps the success you’re highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company’s services in action.
When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers.
To help you arm your prospects with information they can trust, we’ve put together a step-by-step guide on how to create effective case studies for your business — as well as free case study templates for creating your own. Get them using the form above, and then get creating using the steps below.
All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.
Your first step when writing a case study is to determine the objective or goal of the subject you’re featuring. In other words, what will the client have succeeded in doing by the end of the piece?
The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.
Your case study can focus on one of the following client objectives:
Next, you’ll determine the medium in which you’ll create the case study. In other words, how will you tell this story?
Case studies don’t have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest, and a video case study on your YouTube channel.
Here are some different case study mediums to consider:
Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.
Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.
Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.
Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they’ll know the partnership between you and your client was a genuine success.
Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.
It helps to select a customer who’s well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.
Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they’re more likely to convey the enthusiasm that you want prospects to feel, too.
One part of this step is to choose clients who have experienced unexpected success from your product or service. When you’ve provided non-traditional customers — in industries that you don’t usually work with, for example — with positive results, it can help to remove doubts from prospects.
While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own — in some cases, having brand recognition can lead to 24.4X as much growth as companies without it.
Customers that came to you after working with a competitor help highlight your competitive advantage, and might even sway decisions in your favor.
To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.
Most importantly at this point, however, is getting your subject’s approval. When first reaching out to your case study candidate, provide them with the case study’s objective and format — both of which you will have come up with in the first two steps above.
To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you’re writing this for your own company’s benefit, your subject is far more interested in the benefit it has for them.
Here are four potential benefits you can promise your case study candidate to gain their approval.
Explain to your subject whom this case study will be exposed to, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one’s own market, making case studies particularly useful to a client looking to expand their name’s reach.
Allow your subject to provide quotes with credits back to specific employees. When this is an option to them, their brand isn’t the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career-development opportunities they might not have otherwise.
This is a more tangible incentive you can offer your case study candidate, especially if they’re a current customer of yours. If they agree to be your subject, offer them a product discount — or free trial of another product — as a thank-you for their help creating your case study.
Here’s a benefit that is sure to resonate with your subject’s marketing team: If you publish your case study to your website, and your study links back to your subject’s website — known as a “backlink” — this small gesture can give them website traffic from visitors who click through to your subject’s website.
Additionally, a backlink from you increases your subject’s page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.
Once your case study candidate approves of your case study, it’s time to send them a release form.
A case study release form tells you what you’ll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:
You might be wondering, “What’s a Case Study Release Form?” or, “What’s a Success Story Letter?” Let’s break those down.
This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:
As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you’ll want to be sure to define the following steps in the Success Story Letter.
First, you’ll need to receive internal approval from the company’s marketing team. Once approved, the Release Form should be signed and returned to you. It’s also a good time to determine a timeline that meets the needs and capabilities of both teams.
To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you’ll want to ask the participant to complete a questionnaire prior to this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.
Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer’s experience with your product or service.
After the case study is composed, you’ll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.
Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.
Once the case study goes live — on your website or elsewhere — it’s best to contact the customer with a link to the page where the case study lives. Don’t be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results, but their impressive growth, as well.
Before you execute the questionnaire and actual interview, make sure you’re setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:
Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the “Golden Rule of Interviewing.” Sounds fancy, right? It’s actually quite simple — ask open-ended questions.
If you’re looking to craft a compelling story, “yes” or “no” answers won’t provide the details you need. Focus on questions that invite elaboration, such as, “Can you describe …?” or, “Tell me about …”
In terms of the interview structure, we recommend categorizing the questions and flow into six specific sections that will mirror a successful case study format. Combined, they’ll allow you to gather enough information to put together a rich, comprehensive study.
The goal of this section is to generate a better understanding of the company’s current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:
In order to tell a compelling story, you need context. That helps match the customer’s need with your solution. Sample questions might include:
Exploring how the customer arrived at the decision to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:
The focus here should be placed on the customer’s experience during the onboarding process. Sample questions might include:
The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:
In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:
When it comes time to take all of the information you’ve collected and actually turn it into something, it’s easy to feel overwhelmed. Where should you start? What should you include? What’s the best way to structure it?
To help you get a handle on this step, it’s important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you’ll see in some of the examples we’ve included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.
Whether your case study is primarily written or visual, we recommend focusing on the seven-part outline, below. Note: Even if you do elect to use a visual case study, it should still include all of this information, but presented in its intended format.
To help you visualize this case study outline, check out the case study template below, which can also be downloaded here.
When laying out your case study, focus on conveying the information you’ve gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.
Once you’ve completed your case study, it’s time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.
But there are still other ways to publish and promote your case study. Here are a couple of ideas:
As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client’s success and asking readers to fill out a form with their name and email address if they’d like to read the rest in your PDF.
Then, promote this blog post on social media, through a Facebook post or a tweet.
As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.
Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a “Case Studies” or “Testimonials” button along your homepage’s top navigation bar.
You drove the results, made the connect, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you’re left with a little piece of sales enabling gold — a case study.
To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.
When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that’s what they do. So in building the case study for the studio’s work on the New England Journal of Medicine’s integrated advertising campaign — a project that included the goal of promoting the client’s digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.
Notice that the case study does include some light written copy — which includes the major points we’ve suggested — but really lets the visuals do the talking, allowing users to really absorb the studio’s services.
What’s interesting about this case study is the way it leads with the customer. This reflects a major HubSpot credo, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot, and is accompanied by a short video and some basic statistics on the company.
Notice that this case study uses mixed-media. Yes, there is a short video, but it’s elaborated upon in the additional text on the page. So, while case studies can use one or the other, don’t be afraid to combine written copy with visuals to emphasize the project’s success.
Here’s a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — “The Challenge” and “The Outcome.”
Immediately, IDEO has communicated two of the case study’s major pillars. And while that’s great — the company created a solution for vertical farming startup INFARM’s challenge — it doesn’t stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.
Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard is able to do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.
In the case study above, HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.
This case study from Trello is straight forward and easy to understand. It begins by explaining the background of the company that decided to use it, what their goals were, and how they planned to use Trello to help them.
It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.
Facebook’s Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.
Each study begins with key stats that draw the reader in. Then it’s organized by highlighting a problem or goal in the introduction, the process the company took to reach their goals, and the results. Then, at the end, Facebook notes the tools used in the case study.
You work hard at what you do. Now, it’s time to show it to the world — and, perhaps more important, to potential customers.
But before you show off the projects that make you the proudest, make sure you follow the important steps that will help ensure that work is effectively communicated, and leaves all parties feeling good about it.
Want to learn as you write your case study? Listen to an audio summary of this post below.
For an easy way to get started, grab your free case study template below, and go create a case study that makes your subject proud of their success.
Editor’s Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in February 2020.
Originally published Feb 11, 2020 2:30:00 PM, updated February 11 2020