How to create compelling case studies
Case studies are one of the most powerful tools in marketing and often a key element of a successful bid.
But how can you ensure your case studies stand out, engage your audience, and demonstrate the value you deliver to your clients?
We’ve put together a simple guide to help you unlock the potential of this valuable content.
Get a process in place
Establishing a clear process will help you consistently capture and showcase compelling case studies. It doesn’t need to be overly complex; a straightforward approach can deliver excellent results. Consider these steps:
Use a simple table, such as an Excel spreadsheet, to document your case studies. Include key headings tailored to your business, such as project details, client outcomes, and noteworthy highlights.
Incorporate a step into your client servicing process to draft a case study immediately after project completion. Use this opportunity to request a client testimonial and a copy of their logo for inclusion.
Designate someone in your team to take responsibility for creating and publishing case studies. This ensures the task is prioritised and completed consistently.
Follow a structure
It’s essential to follow a clear and consistent structure. Start by defining the headings that will best showcase your work and tell a compelling story.
Here’s an example of a simple yet effective structure:
Client background: Briefly introduce your client’s business, industry, and what they do.
Challenges or opportunities: Highlight the issues, pain points, or opportunities the client faced before working with you.
Your solution: Describe the actions you took to address their needs, including strategies, services, or products provided.
Results and outcomes: Share the measurable benefits or improvements achieved, focusing on tangible results.
Client testimonial: Include a direct quote from the client to add credibility and a personal touch.
Stories Sell
Case studies are more than just a collection of facts and figures - they’re an opportunity to tell a story that resonates with your target customers.
Turning case studies into stories makes them relatable, engaging, and memorable. Stories tap into emotions, helping potential clients see themselves in the challenges and successes of others.
To do this you can look at the typical components of any story which should have a beginning, middle, and end. It’s also important to profile your people here. Name them where you can and what their specialist skills and experience look like and how they helped your clients achieve what you delivered.