How to write effective case studies

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Everybody loves reading or hearing about a good story and, in the world of work, stories have the power to make a business truly stand out from the crowd by showcasing its success.

Being armed with a strong story is one of the best ways to sell a company, service or product. By providing this type of content, organisations can highlight their success stories – the customers and clients who are happy to be the ambassadors for a particular product or service.

A compelling story grabs people’s attention, creates an emotional connection and entertains the reader in a lively and entertaining way.

However, in order to produce case studies that are truly engaging, time and effort needs to be taken to ensure the copy is as colourful and effective as possible. This includes considering the structure beforehand and obtaining as much information as possible directly from your client/customer.

Here are four tips to writing case studies that really pack a punch:

1. Quotes are key – now that you’ve interviewed somebody who’s provided you with a gem, in the form of a glowing testimonial, ensure you use this valuable information to its full potential by using quotes in your case studies, wherever possible. Providing information in this manner will demonstrate the case study is from a credible source. Don’t forget to get your quotes signed off by the people they have been attributed to before publishing them though!

2. Fresh approach – case studies, if approached in the same way, can be rather monotonous to read, especially if they are featured alongside each other. Make sure each and every case study you produce is fresh and appealing to read by focusing on a different angle every time.

3. Get creative – don’t be afraid to use a more ‘flowery’ approach to your writing. Inject some personality into your case studies by being descriptive, but factual.

4. Be clear – the aim of your case studies is to shout about your successes so make sure you do just that! Ensure that your strengths are clearly highlighted throughout. After reading your case studies, readers should be provided with a clear picture of: your offering, areas of expertise, specialisms, how you differ to your competitors and the benefits of working with you.

Essential rules for killer B2B content


Contact the team at Cognition Agency for all your digital marketing requirements.