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Here are a few ways to vastly improve the quality of your case studies.A lot of experts will tell you to follow some formula for creating your case study. A creative story doesn’t lock itself into a formula.
These testimonials and quotes add serious social proof to your case study.“It’s best to use short, snappy quotes, dotted throughout the case study that underline or explain one of your bullet points,” says Matthew Stibbe, CEO of Articulate. What you put in your case study should be as accurate and factual as possible.
“It will be clear from your transcript which words are better left as they are.”If you look closely at the quotes throughout this Groupon case study from Sprinklr, it’s clear that a lot of the quotes are edited or have been cleaned up, and that’s OK! However, you can, and absolutely should, edit quotes from your customers to add more impact to statements.
Like every good story there’s a villain and a protagonist along with a lesson to be learned.
With case studies, of course, you’re dealing with fact over fiction.“Structure it like a story.
Avoid the mistake of writing your case study from your own perspective. Look at how Asana presents their case studies – from the perspective of the customer.
By taking this route, Asana is aligning the personality of their successful customer with that of their prospective audience.
It doesn’t have to be lengthy; just enough to educate and drive action in the right direction.
This case study from Simple Reach provides a glimpse into the strategy intel used to improve content marketing.
Sum it up (give it a happy ending).”Apptio does an exceptional job with its case studies, highlighting the main story components of who, what, when, where and most importantly – how.
To tell the right kind of story in your case study, and determine which data is most pertinent, you need to ask the right questions.