Content Marketing Blog mint

Content Marketing Blog

Publish Customer-Specific Content that Converts

How to Create a Case Study for Your Website

A case study is a unique content marketing tool that can be used effectively to drive leads and sales. In a B2B Marketing survey, case studies were found to be the most effective content format. Not surprising at all, because we know that everyone loves a great story! While there is so much emphasis on storytelling in online content, case studies are not as common as blog posts or video in content strategy. Let’s talk about case studies and how to write one that works for your business.

What is a Case Study?

A case study is a ‘story’ about a customer who used your product to solve a problem. It focuses on the customer, who is the protagonist. Just like a good story, a case study will have a beginning, middle and end. Don’t write a case study just to talk about your products. A good case study isn’t an advertisement. It’s the customer’s journey about why they needed to find your product and how they achieved their goals by using your product. It’s more than a testimonial, but it is a real-life example of how your product really fits into someone’s life to solve a problem.

How to Write a Case Study

Writing a case study is a little different than writing a blog or a whitepaper. You’ll want to find the right angle. Your story needs to be compelling. It needs to sound real. The easy part is, you’ll be working on a real story, so you don’t have to be good at creating fiction!

Choose a Customer that Others Can Relate to

Not every customer has a story that is relatable. Think about your favorite books and what makes the characters so captivating. Because your business will be taking a supporting role, the customer needs to shine. You’ll want to let the customer tell the story as much as possible. Use direct quotes to give the customer’s perspective.

Use a Story Framework

  • Act I introduces the customer and the problem. You want to draw the reader in by giving them enough information to keep them reading without overwhelming them.
  • Act II introduces the solution. This is the meat of the story where you want to explain the customer’s goals and needs, which in turn leads to how your product solved the issue.
  • Act III includes the resolution. This is where you may want to include hard data that supports the customer’s decision to use your product.

Make Your Case Study Easy to Read

Case studies need to be formatted like you would format a blog post or article on your website. Break up long chunks of text with images and bulleted lists. Use headers to hold the attention of readers that skim content (almost all of them). You may even want to appeal to customers who don’t like to read, by creating a case study video or podcast.

Share Your Case Studies

Once you’ve done the hard work of creating a case study, don’t just put it on your website and hope people will read it. Promote it on your home page. Share it through social media. Use analytics to determine its strength in your SEO strategy. Learn what works and replicate your success by creating more case studies.
Grow your business through effective content marketing, including building a portfolio of online case studies. Discuss your content needs with the MintCopy team to find solutions that help you convert more leads into sales. Ask us how our SEO writers can support your business.

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources:

Share


Recent Posts

Sheetal Pinto - 1/21/2021 06:00

Who’s your favorite Superman? Is it Christopher Reeve, Dean Cain, or Henry Cavill? If you’re like many Superman aficionados, you may not have a favorite. You enjoy them all on their own merits. Each rendition of Superman brought a new facet to the character. Content is much like those favorite characters who we keep bringing back.

Sheetal Pinto - 1/14/2021 14:27

Most businesses don’t have an infinite marketing budget, so it’s important to focus on smart content marketing. In creating a strategy, you can put your marketing dollars toward the most effective methods to increase your audience and boost sales. Here are five more content marketing ideas that you can use on a budget to see how your customers respond.

Sheetal Pinto - 1/7/2021 06:00

As we enter 2021 with innovative ideas and new opportunities in entrepreneurship, let’s take a look at how content marketing can lead to new customers, even if you don’t have a huge budget. The key is to get a content strategy and build your content vault as you grow your business. Here are five ideas you can build into your marketing plan to reach out to your audience.

Sheetal Pinto - 12/22/2020 13:24

As you look forward to your 2021 content strategy, look back at the roller coaster of 2020. This year—make no mistake—it was a pandemic that altered consumer behavior, forcing marketing teams to pivot their content plans. #BlackLivesMatter put the focus on minority businesses and diversity. Our focus was on helping businesses stay relevant while maximizing their online presence.

Sheetal Pinto - 12/17/2020 06:00

With everything going on in the world, you may be wondering if people care about grammar and spelling on your website and social media channels. Here’s the thing—people now have more time to notice errors in online content. Smashed Media estimates that “grammatical mistakes on websites can reduce sales by up to 50%.” Quality Logo Products reports that 42.5% of over 1,000 social media users who were surveyed about spelling mistakes would not purchase goods on websites that had misspellings. It’s not as though your audience comprises of language experts and schoolteachers, but consumers want to see that your brand cares about the details, even the seemingly unimportant details like grammar and spelling in digital content. To support your busy team of in-house writers, consider hiring an experienced SEO copywriter who can play the role of a content editor.   

Sheetal Pinto - 12/10/2020 06:00

Even if you can’t afford to hire a bunch of people to manage online content, you can support your team with a strategic plan to produce high quality content. Here are the best ways to develop the potential of your content marketing team, regardless of size.

Sheetal Pinto - 12/3/2020 06:00

Content is vital to your marketing strategy. The quality and volume of your content help drive your SEO rankings. The thing to remember is that SEO is just a skeleton without content. Content without SEO is just pretty fabric without a purpose. Many businesses produce content for SEO purposes. After all, you want your website to rank in search to gain customers. But if you forget about the human audience, your content won’t get consumed, shared and re-consumed. When you focus on your user first, making your content relevant and useful, your audience wants more, leading to better SEO rankings.

Sheetal Pinto - 11/26/2020 06:00

Modern consumers shop 24 hours a day. Most businesses don’t have the capability to be available every hour of every day to answer questions and provide information. Chatbots are a popular method of responding to your audience. Although chatbots have been around since 1966, today’s chatbots are becoming incredibly more useful and responsive. They’ve gone way beyond the telephone message system of the 1980s and 1990s. With a rise in Artificial Intelligence (AI), you can utilize this technology to benefit your own business. May content marketing work for you – in real-time!

Sheetal Pinto - 11/19/2020 06:00

An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don't read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader's attention.

Sheetal Pinto - 11/12/2020 06:00

If you’ve done a Google search recently, you’ve come across some of the newer features of search. For some searches, videos are getting more notice for more interactive and informative information for users. Another addition to search is the rich FAQ snippets or “people also ask” boxes. Google’s “mission is to organize the world's information and make it universally accessible and useful.” Understanding that Google and other search engines aren’t created for your online marketing efforts can help you provide the right content to maximize your SEO strategy. FAQs were once an afterthought. Today, FAQs can boost your organic search efforts in multiple ways. Almost every page has the potential to function like an FAQ page.