Case studies are like a puzzle. In most cases, you have a sense of the information that should be included. Product functionality, client pain points, future initiatives, visual elements – all are important. But packaging them into a unified, compelling narrative requires thoughtful planning and the right approach.
Done correctly, case studies can serve as a key component of your marketing strategy. They put the abstract in concrete, familiar terms. They take the reader on a journey toward understanding your value proposition. And they validate the bold yet difficult-to-illustrate claims that you are likely already making.
We’ve produced numerous case studies for our clients over the years. We’ve learned a lot about what makes them successful, as well as pitfalls to avoid. And we want to share that knowledge with you. This guide is your roadmap to writing case studies that resonate with your target audience. Our clients are largely concentrated in the fintech space, so we bring that unique perspective. But these best practices are largely industry-agnostic, so any marketer can benefit.
Several of these best practices center around the case study writing process itself. Others have to do with publishing and promoting them. But some of the most important steps must occur during the planning phase. Logistical details must be defined at the outset – otherwise, misalignment is inevitable.