How To Write a KILLER Customer Case Study

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



Written by
Juntae DeLane