Whether for online or print, a case study should be engaging and informative ,and most of all let the benefits of working with you shine. Find some pointers on structuring one here...
Whether for presenting online or in print, a case study should be engaging and informative and most of all let the benefits of working with you shine. It should demonstrate how you helped others with a challenge, problem or issue they had.
Follow these simple steps for how to structure a case study, and you’ll soon be sharing your customer success stories with others. A case study is also an ideal place to work in the Watertight Marketing ‘Logic Sandwich’ concept – top and tail with emotion (see page 48 and 49 of the book).
Each and every case study you present should always set the scene for your company as this could in fact be the first piece of content anyone has ever read from your company. It should in plain speaking language, but not dull or too corporate. It still has to be ‘a good read’.
In addition, it must adhere to your tone of voice guidelines, and the spelling and naming conventions that appear in your corporate guidelines.
Opinions on the length of a case study varies. Some say 500-600 words, some say longer but it depends on the format you are intending to present (printed or online). Ideally your ‘printed’ case study should fit onto two pages of A4 and in a branded/styled style (top and tailed with corporate information if for a download or printed version). For web, it should be shorter and should take no longer than 5-10 minutes to read. It should always be accompanied by the case study’s featured company’s logo, and some relevant imagery (also to your brand guidelines style).
What their type of business/industry sector is.
A brief list of the benefits they got from using your product or service.
Case Study Detail: Three of four paragraphs outlining the problem, the solution and the outcome. 500-600 words. Abiding to tone of voice guidelines and in the third person. If you have an SEO strategy, key words and meta data should be considered.
Rest of/Full Customer Quote.
Call to action.
At the end of the day, these notes are just a starting point and SEO would also need to be considered. Your copywriter may have ideas about that, as well as structure and headings, but it’s all about helping people evaluate you and presenting them with the proof of your proverbial pudding so to speak. Good luck and ‘go case study’!
Helps small businesses stop wasting money on marketing. Watertight Marketing Certified Practitioner, MCIM Chartered Marketer and mentor.