How To Write a KILLER Customer Case Study

If you’re looking to showcase how you help a customer, writing a customer case study will help.

The folks at WordCentral developed an infographic that outlines how you write a killer customer case study.

Here’s a transcribed summary:

How to Write a Customer Case Study

The case study is one of today’s most powerful lead generators. That’s why 88% of B2B marketers identify it as the most effective content marketing tactic*

Need help getting started? Here’s how to avoid common mistakes and capture your customers’ stories.

1. Don’t: Choose the wrong customer. Your wasted efforts will miss the mark.

Do:

• Choose a happy customer who understands the benefits of participating.
• Choose a customer who can show measurable results from using your solutions.
• Use an angle that offers a win-win for both companies.
• Engage, their PR or Corporate Communications early – they can persuade Legal on your behalf.

2. Don’t: Neglect to tell a story. You’ll lose impact and you won’t connect with readers.
 

Do:

• Use headlines and sub headlines to highlight the most irresistible benefits and results.
• Focus on your customer’s experience with your product or service.
• Give concrete examples of life before your solution and how much better life is now.
• Show how your customer is better positioned for the future.

3. Don’t: Bypass the customer interview. Without it , there’s no case study.
 

Do:

• Describe the problem and how your solution helped solve it.
• Ask open ended questions to avoid “yes or no” answers.
• Capture meaningful quotes.
• Ask them how your solution contributes to their bottom line.

4. Don’t: Ignore your audience. Engage them early or lose them along the way.
 

Do:

• Introduce the customer’s problem early.
• Use a neutral voice that focuses on the story and doesn’t subtract with superficial fluff.
• Avoid jargon, buzzwords and highly technical terminology
• Integrate key value propositions that support the story
• Tell a meaningful story that will compel the reader to act.
   

Case studies showcase your competitive differentiators and solidify your market position.

5. Don’t: Omit measurable results. You’ll lose impact and credibility.
 

Do:

• Use units of measurement that will resonate with your audience
• Measure ROI
• Share insights into how the solution is working today
• Measure efficiency gains and cost reduction
   

6. Don’t: Slap a layout together. You’ll frustrate and lose your reader.
 

Do:

• Match the look and feel of your other marketing materials.
• Write short paragraphs and mix short and long sentences.
• Emphasize with bullets, lists, and bold or italic text.
• Balance text with subheads and images.
• Summarize key points and highlights with sidebars, snapshots and pull quotes.

7. Don’t: Toot your company’s horn. Over self-promotion will turn off your reader.
 

Do:

• Wrap up with and About section on your company.
• Include a descriptive call-to-action to encourage your reader to connect.
• List easy ways to contact your company.
• Use case studies to spotlight your happy customers. Convert more readers, boost revenue.
   

*B2B Content Marketing Survey for 2013

Infographic