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 to 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Wrap up with an 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