Tag Archives: where to start

So, You Want to Write a Case Study

Hold on, what a terrible way to introduce a blog, especially one about case studies. No one actually wants to write a case study. It can be a long process that doesn’t exactly deliver thrills at every turn. Let me start over: You’ve heard you should have some case studies, and you’re trying to figure out how to write one.

This is good, because case studies are one of the most useful marketing tools out there, especially for business to business (or “B2B” in business jargon) companies, products, and services. In fact, case studies are not only among the most common pieces of marketing collateral—70 percent of companies use them—but they’re also considered to be the most effective, ranked second only to in-person events.

But, let’s be honest here: Writing marketing content can be a slog, and case studies are no exception. To make your job even tougher, everyone seems to have different (and often contradictory) opinions about how to actually go about writing one. Continue reading

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Anatomy of a Case Study

Okay, I’ve got some good news and I’ve got some bad news, and conveniently, they happen to be the same thing: There’s no one “correct” way to write a case study. That’s good because it gives you a lot of flexibility to create a marketing tool to meet your specific needs; it’s bad because it gives you an almost unlimited number of ways to tell the customer story. This can lead to frustration at best, and all out writer’s block at worst. Continue reading

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