What Is a Case Research & Why Is It Beneficial?
Within the enterprise world, a case research is written or video content material that tells the story of a profitable buyer transaction, relationship, or each.
Case research mix storytelling and information to supply social proof that your product is a viable resolution to your goal clients’ issues.
Let’s take Semrush’s search engine marketing case research, “How an search engine marketing Company Helped an Artisan Bakery Improve Cellular Natural Visitors by 460%.”
It sends a transparent message:
Bakeries that don’t get sufficient cell visitors can leverage Semrush instruments to develop exponentially.
A compelling case research can win you new clients.
Contemplate it a extremely priceless enterprise card—and an sincere showcase of your constructive affect in motion. Which helps you earn the belief of your meant viewers.
To actually reap the advantages of creating case research a part of your content material advertising and marketing technique, it’s essential to know tips on how to write a case research successfully.
On this weblog publish, we’ll stroll you thru the important steps for crafting a case research that may convert your prospects into loyal consumers.
Tips on how to Put together a Case Research: A Step-by-Step Information
Making ready a case research includes choosing the proper clients to characteristic in your evaluation. Plus gathering sufficient information, quotes, and data to relate a compelling, real-lifesuccess story.
An incredible case research will comprise 5 important parts:
With out correct preparation, your case research gained’t have sufficient particulars to be strongly relatable, convincing, or reassuring.
That can assist you streamline your course of, use the prep part of our free case research template and observe the advised analysis technique beneath.
Step 1: Set Your Goals
Specificity makes a case research extra relatable and, subsequently, more practical.
Begin by defining the explanation you’re presenting this explicit story to find out which particular options and options to focus on.
As an illustration, a common goal like “showcase our resolution in motion” is an effective begin, nevertheless it doesn’t supply a whole lot of path.
What, particularly, will you spotlight? What outcomes do you hope to realize?
This can be a good place to recollect the SMART framework.
Say your enterprise supplies buyer relationship administration (CRM) software program. Your total objective: to develop your attain within the healthcare sector.
In case your current healthcare clients usually reward your workflow automation instruments, you understand automation issues to your target market. So, effectivity could possibly be a fascinating case research matter.
For this case research, your goal could also be:
“Present how our workflow automation saved one hospital X hours per week and diminished errors to assist our objective of getting 10 extra healthcare subscribers by the top of the 12 months.”
Buyer interactions and opinions can supply nice steering on which options to highlight to meet your goal.
Have a look at your high-performing net content material for inspiration, too.
If Google Analytics (or another) exhibits {that a} weblog publish on decreasing information breach dangers is your hottest, you’ll know that your viewers values safety.
You possibly can construct a case research round safety credentials to reassure these potential consumers.
Step 2: Select the Good Buyer (and Get Them on Board)
The appropriate topic in your story will play a pivotal position in showcasing your providing—serving to you acquire an edge over the competitors.
An appropriate buyer is one which:
- Has a compelling story to inform. The client has had an awesome expertise along with your product or a particular characteristic. They’re happy with the outcomes and blissful to shout about it.
- Is typical of companies of their sector. The client is relatable to your target market. They cope with the identical challenges and have comparable spending energy.
- Is prepared and capable of speak. You’ve got a powerful relationship with this contact. They are going to assist you to pull the story collectively and have the authority to approve content material for publishing.
Prioritize clients that got here to you after experiencing your rivals—generally known as switchers. Their tales will spotlight your aggressive benefits and will sway a purchaser who’s evaluating choices.
Select a recognizable buyer identify in the event you can. This may increasingly assist readers belief your enterprise’s legitimacy.
As an illustration, all of Asana’s case research contain big-name clients.
Picture Supply: Asana
That is regardless of the corporate having greater than 139,000 customers, a lot of that are small companies.
Go for a mixture of enterprise varieties, industries, and sizes that your organization is eager to work with.
As an illustration, in the event you sometimes goal gross sales organizations however need to attain a advertising and marketing viewers, select tales with advertising and marketing parts or that contain advertising and marketing companies.
When you’ve selected a compelling story to characteristic, get the client on board by telling them your plan.
Clarify that you simply’ll want some enter through the creation course of however will do a lot of the work. Be clear that you simply’re happy with the connection you’ve constructed with them and can use it to encourage others.
If they comply with assist, transfer ahead. If they do not want, decide one other firm out of your checklist.
Step 3: Compile Your Buyer and Story Info
Write down what you understand about your buyer, their relationship with your enterprise, and the way they’ve used your product. This info will assist you to plot your success story and establish any information gaps.
Share a dwell notes doc along with your related staff members and encourage their enter. They might have further buyer or enterprise insights that would show helpful to the case research.
Embrace particulars akin to:
- The client’s background. What does the corporate do and when was it shaped? What’s its market place? What are its trade’s basic challenges?
- The precise product they use. What options does your buyer use? What plan are they on? A premium account? Do they pay for further add-ons?
- The date of their first buy. How lengthy have they been a buyer? Loyalty is a strong case research theme—use it in the event you can.
- Their interplay historical past. Help data will present if the client has overcome points whereas utilizing your product. Test your CRM, ticketing system, or e-mail accounts for particulars.
- The inspirational final result. What impressed you to decide on this buyer as a case research topic? It could possibly be a testimonial, a social media publish, a passing remark, or direct suggestions.
Use what you study to encourage interview questions for the following step.
Step 4: Interview Your Buyer (Instance Case Research Questions)
Converse on to the client to get any info you don’t have already got. Ask questions that may make your case research content material participating and relatable.
Complement your notes for the earlier step with questions that’ll assist you to fill within the gaps for every part. Equivalent to:
The interview course of doesn’t must be formal. The chat may even kind a part of a daily catch-up if the timing works.
Document the dialog so you may refer again to it whereas writing. Like on Zoom.
Chances are you’ll discover you may take some direct quotes out of your recording. If not, ask the client for a testimonial you need to use within the remaining content material.
Step 5: Set the Buyer’s Expectations
Let the client know your subsequent steps (e.g., writing and enhancing the content material, sourcing direct interview quotations). Clarify that you simply’ll be again in contact in the event you want any additional info.
Present a timeline so the client is ready to assessment your drafts, give further element, and search additional approval if crucial.
Be clear that you simply gained’t take up a lot of the client’s time as you don’t need to distract them. If the method have been to turn into demanding for them, you threat souring your relationship.
Tips on how to Construction Your Case Research
Comply with a standardized course of when creating any enterprise case research to make sure you:
- Embrace all of the core parts
- Hold your web page content material constant and simply navigable
Comply with the directions within the case research construction part of our free template.
1. Select a Descriptive and Particular Headline
A case research headline is the very first thing readers see. Use yours to seize consideration and set readers’ expectations. In any other case, it could possibly be the one half they see.
A great case research headline solutions widespread questions that undergo each reader’s head, like:
- Is that this related to me?
- What is going to I study?
- How will this assist my enterprise?
Take this Textel case research:
Picture Supply: Textel
The enterprise texting platform makes use of simply 77 characters to inform us a narrative, together with:
- Who’s concerned (“Valvoline…”)
- What they achieved (“Will increase Coupon Ship Fee by 76%”)
- How they did it (“with Textel’s MMS Image Texting”)
From this info, readers can instantly decide whether or not the content material is:
- Related: Both utilizing the model identify (e.g., “I acknowledge this enterprise; are we comparable?”) or the achievement (“I’d additionally like to extend my enterprise’s coupon ship fee”)
- Beneficial: A powerful headline stat implies what’s attainable for the reader
2. Spotlight 3-5 Factors Summarizing the Story and Its Outcomes
Embrace a snapshot of outcomes early on so persons are inspired to maintain on studying. You may current them in a bullet checklist and even as customized icons.
As an illustration, if the headline in Textel’s case research isn’t sufficient, their “At a Look” column permits readers to verify the content material is related to them.
Picture Supply: Textel
Consider it as an government abstract of the primary physique copy. Placing it collectively is straightforward: simply undergo the completed content material and pick crucial factors.
3. Embrace Related Photographs
Photographs serve to interrupt up the textual content and have interaction readers. Use high-profile logos to speak standing rapidly, screenshots of outcomes, pictures of blissful clients, or customized designs.
The Textel instance takes up priceless actual property up entrance with a big picture.
It additionally contains the shopper’s brand. Valvoline’s chevron shall be recognizable to its viewers and may help construct credibility.
4. Introduce Your Buyer
Give your case research context with a brief introduction. Background info on the topic will paint an image of your story’s principal character.
Present buyer particulars akin to their trade and product providing, firm measurement, and placement. Optionally available profile additions can embrace their mission assertion and main milestones.
This introduction helps readers care concerning the actions and achievements they’re making ready to discover. The extra relatable your topic is, the extra invested readers shall be.
In considered one of its advertising and marketing case research (“Native Hospital’s Social Media Engagement Soars 892%”), advertising and marketing company Captivate introduces its shopper with fundamental info on location, historical past, and objective.
Picture Supply: Captivate
From then on, the reader can envisage the group going by the challenges and receiving the advantages. The case research instantly feels extra actual.
The ultimate sentence in Captivate’s introduction provides a human ingredient, encouraging the reader to empathize with the topic:
“On prime of therapy, Navicent maintains deep involvement of their neighborhood.”
The extra coloration you present right here, the extra doubtlessly impactful your case research’s outcomes shall be.
5. Describe the Problem
The start of your story ought to lay out the client’s drawback: their troublesome place earlier than discovering your product.
Guarantee your buyer is at all times crucial determine. Focus an excessive amount of on your self, and also you’ll jeopardize the sincerity of your case research.
You don’t want to supply a whole lot of element right here. A few brief paragraphs ought to give your outcomes sufficient context.
Reply necessary questions like:
- What stood in the best way of the client attaining their objectives?
- What have been the results?
Make the problem related to your target market by utilizing language they’ll relate to and together with your buyer’s phrases.
Take this case research from Rev:
Picture Supply: Rev
The copy clearly states that and not using a dependable transcription service (i.e., Rev’s product), the shopper wasted time correcting the errors made by automation tech.
Understanding there’s one thing vital at stake—on this case, staff’ time and college students’ studying experiences—provides your viewers a motive to proceed studying.
Have the client describe the problem in their very own phrases. It’s an effective way so as to add honesty and emotion to your story, making it much more participating and relatable.
6. Spotlight Your Answer
That is the place your enterprise enters the client story.
Briefly introduce your product. Clarify what it does and what makes it distinctive, then apply it to the issues your buyer was experiencing.
Right here’s a hypothetical instance:
“Our buyer wanted IT assist for groups in several time zones to keep away from service delays. Our 24/7 IT assist bundle meant these groups may get the assistance they wanted at any time, with 30-minute response occasions assured.”
Speak about which groups or staff benefited from the product and the way they used it. Particulars of any premium options or add-ons create an excellent clearer image, guaranteeing readers perceive tips on how to obtain comparable outcomes.
Nonetheless, speak solely about options which might be related to the story’s theme. And hyperlink them to particular challenges the reader is more likely to face.
Sticking to just one or two options will preserve readers centered on what you need them to remove. In any other case, you threat distracting them.
Additionally, observe {that a} resolution can contain greater than only a product’s tangible options.
The reader ought to know that your personalised service helped the client’s enterprise obtain one thing quicker. Or that your clean onboarding course of minimized their disruption.
If somebody studying your case research has skilled dangerous service earlier than, this information would possibly persuade them to transform.
7. Shout Concerning the Consequence (Utilizing Knowledge to Illustrate)
Knowledge is one of the simplest ways for instance affect. It permits readers to tangibly examine their experiences along with your buyer’s.
All efficient case research have a cheerful ending. Clarify how your buyer is healthier off than earlier than utilizing your product, with actual information to show your level.
We use a whole lot of information within the artisan bakery search engine marketing case research we talked about earlier.
Stats seem within the textual content (e.g., “By that point natural visitors to the bakery web site had already elevated by 214%”), however we additionally designed an infographic to make our achievements stand out:
Plus, we included extra information to make our venture’s final result as tangible as attainable for our readers.
These are the sorts of charts and graphs our viewers (advertising and marketing companies) is acquainted with. The constructive information in our case research is a transparent demonstration of what’s attainable with Semrush’s assist.
8. Validate Your Story with a Robust Closing Assertion
Summarize your outcomes and get readers desirous about the following steps by displaying the place the featured shopper is heading now they’ve solved the issue. Don’t overlook to incorporate a name to motion (CTA).
Embrace a person/worker identify, job title, and first-hand feedback to humanize your case research content material.
You may weave buyer feedback all through the piece to validate or develop your factors. A direct citation can be an effective way to finish your case research.
In the event that they didn’t throughout your interview, ask your buyer to summarize your product’s and your relationship’s affect on their enterprise.
World IT administration platform Hofy makes use of a totally interview-based case research format. This remaining remark from its buyer acts as a extremely efficient conclusion:
Picture Supply: Hofy
Key messages right here embrace:
- Hofy’s unequalled degree of service
- The client has no regrets
- The client explicitly says, “I’m blissful. Everybody’s blissful. The customers are tremendous blissful.”
Permitting your buyer to conclude your case research provides readers one remaining reminder that that is an sincere account involving an actual, comparable enterprise.
If the remark is a glowing assessment like Hofy’s, it may even act as a delicate CTA.
Use These Three Case Research Examples for Inspiration
Fascinating case research from different companies can present priceless concepts for tips on how to write a case evaluation in your model. Suggestions might embrace:
- Particular case research matters to cowl
- The tone of voice you need to use
- Your case research’s visible structure
- Accompanying imagery to boost your evaluation
Listed below are three examples of nice case research content material to get you began.
Family Names: Adobe and The Residence Depot
Adobe carried out an in-depth case research of a extremely profitable buyer.
Picture Supply: Adobe
The primary half alone has sufficient to interact and intrigue the reader:
- A handy guide a rough headline
- Three spectacular takeaway stats
- A buyer citation and picture
- A listing of the merchandise The Residence Depot used
It then particulars the entire most necessary story parts in round 2,000 phrases.
There are quotes all through, explanations of achievements, and a few spectacular final result figures on the finish.
Key takeaways from this case research:
- Actual buyer headshots add a human ingredient to your case research
- Opening with a direct quote instantly emphasizes the client, the place your focus needs to be
- Inside hyperlinks to product pages permit impressed readers to study extra about your choices
Small-Enterprise Success: ShipStation and The Burlap Bag
ShipStation appeals to its small-business viewers on this case research of its work with the primarily soy candle promoting retailer.
Picture Supply: ShipStation
It summarizes the story utilizing a small takeaway part on the proper, permitting readers to verify the relevance of this content material rapidly.
Then, it explains the connection in additional element utilizing textual content, feel-good imagery, and embedded social media content material.
Key takeaways from this case research:
- Video content material can complement textual content to supply extra authenticity
- You may set the tone along with your alternative of images
- Typically, all it takes is one spectacular statistic to seize consideration (“95% faster label printing”)
Serving to Prospects Assist Others: Semrush, Re:sign, and Studying with Specialists
On this case research, we glance past the rapid affect of our product. And discover how considered one of our companions has used Semrush instruments to boost its service.
By doing so, we attraction to advertising and marketing companies that intention to ship high-quality buyer experiences.
Our evaluation makes use of easy language all through. We illustrate our details with metrics and screenshots that our goal readers will instantly perceive.
Key takeaways from this case research:
- A fascinating headline statistic (59% natural visitors improve) conjures up audiences to study extra
- Fundamental shopper introductions assist set the scene and invite readers to narrate rapidly
- A scannable desk of contents tells your goal buyer what to anticipate
The Backside Line on Writing Case Research
Whereas nailing tips on how to write a enterprise case research can take time, it’s an extremely efficient manner of displaying potential clients you might have one of the best resolution to their issues.
Actual-life examples and accounts of your product in motion can instill belief in ways in which different sorts of content material can’t. They consolidate your status and make consumers extra more likely to convert.
So, keep robust buyer relationships, apply related market insights, look to different manufacturers for inspiration, and observe the processes on this information. The end result: participating, results-driven case research to assist your enterprise develop.
