Top 3 Tips for Developing Compelling Case Studies

Posted: January 20, 2016

Topics: Digital Marketing, Strategy

Case studies are essential in today’s marketplace. They need to be an effective blend of sell and substance. Too much of one, and no one will read it. Too much of the other, and no one will take you seriously. I guess that’s a risk we always have to balance, but here are 3 tips to help you weigh the odds:

1. Make it Scannable

The case study can be as long, or as short, as you need to tell a complete story. However, it has to be easily digestible to a myriad of readers. An easy way to do that? Use photos and videos. Format text and content into smaller chucks. A few other strategies that will help with scanning:

  • Charts
  • Multiple headlines
  • Colorful images
  • Bulleted lists
  • Bolded & italicized text

2. Use Outside Perspective

People want to hear from a third party, especially when you’re making claims. So set up interviews with your client or customer, or email a simple questionnaire.

This is important, because you can then use direct quotes in the case study (just get their OK first!). Great quotes add tons of credibility. Plus, a simple call-out using a quote helps with scannability.

“Seriously, quotes in case studies are legit. Use them.” – Drew Sawmiller, PUSH 22

3. Pepper in Facts and Figures

Here’s a fact–people love facts. When you use something like “increased productivity by over 50%” you show a measurable benefit to a potential customer, or even an interested reader (you never know, they might share it with a potential customer!). Using easy, real numbers in tangent with a compelling story can really punch up a case study.

As a quick example, be sure to check out PUSH 22’s case study on increasing enrollment at Rochester College here.

This post was written by D. Sawmiller, Senior Copywriter at PUSH 22.