MARKETING | WRITING
Simple tips for writing an
effective B2B case study
If you’re a B2B company and you want to get your name out there, one of the best ways is through case studies. However, it can be really easy to write a boring, and ineffective case study. In fact, I’d say most case studies fall into this category. But follow the tips I have listed below, and you’ll be able to avoid this issue entirely. And this is important to get right, because no one wants to read another mind-numbingly boring B2B case study. Literally no one. So pay attention folks.
Case studies are a great way to show off your products or services in action, helping potential customers understand how they can use what you have to offer. They’re also a great way to establish yourself as an authority on whatever subject matter you’re covering, which can help build trust with potential clients who are unfamiliar with your brand.
Case studies allow you to shine the spotlight on your company’s expertise and experience, while also demonstrating how it can help other businesses solve their problems. But as I mentioned, the case study needs to be written well in order for it to be effective.
So before I get into the nitty-gritty details, let’s take a step back and look at the big picture. What is it that makes a case study “effective”?
The answer is simple:
Whatever works for your audience.
Case studies are meant to be persuasive, but not everyone will find the same things persuasive. So before you even get started, if you want to write an effective case study, first make sure you know who your audience is—and then figure out what they find persuasive.
Once you’ve got that nailed down, you just need to get down to writing the damn thing. So I went ahead and gathered some advice from others in the industry, and they shared some great insights that will help you write a more effective case study.
Here are some of their best tips:
The best tip for writing an effective case study is to focus on the results.
Try and answer questions like:
Be sure to back up your claims with data. This is very important, don’t forget to include many details. Be specific and use numbers whenever possible. Include quotes from clients, images of your work, and other relevant information that will help bring the case study to life.
A case study is, at its heart, a story about a solved problem. Details help capture the reader’s attention and hold it until the end.
A case study is, at its heart, a story about a solved problem.
Details help capture the reader’s attention and hold it until the end.
Magdalena Socha, PhotoAiD
A case study is supposed to highlight the problem, process, and solution in a compelling story. But, what convinces the reader that your case study isn’t fluff is the data. When writing case studies, ensure you include relevant data and be specific if you can.
If it is a testimonial, don’t hesitate to include the name of the person, if they are numerical results, try to specify the exact numbers. Data has a way of proving to the readers that your case study is worth considering and may lead to higher sales.
My best tip for writing an effective case study is to make sure you have a clear, concise thesis statement that drives the entire narrative. Thesis statements should be simple, straightforward, and to the point—but they also need to be compelling enough to keep readers engaged as they read through your case study.
A good thesis statement can help you focus on just how you want to present your findings and support them, and it’ll also give you a place to start when writing the rest of your case study.
If you’re looking for more ways to ensure your case study stands out against the competition, consider adding visuals to use as visual elements.
A mix of engaging visuals and data showcases your results in a dynamic way, making them more digestible and memorable.
You can create custom graphics using Canva or other online tools. Including an infographic or additional images in your case study ensures readers see a variety of highly engaging content, which can help them retain more of the information they read through.
Jayme Muller, RTA Outdoor Living
Some people will read your case study from beginning to end, soaking in every detail. Some will only give it a cursory glance. And, on occasion, that person is the decision-maker, which is why you want to be sure it is scannable.
Make the most meaningful findings easy to spot, read, and remember. Create descriptive headings – would someone be able to get the gist of the story if they just scanned them?
Consider including a summary at the start of the study, or highlight noteworthy findings in larger font size. Avoid too many specifics and irrelevant information. This is not an essay. You are not required to express your viewpoint. It is not necessary to repeat the same idea several times. The ideal content should contain no extraneous information and only the essential information.
Be sure to use the above tips when writing and you’ll be able to start creating high-quality case studies that deliver results in no time.
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