If you’re looking to showcase how you help a customer, writing a customer case study will help.
The folks at WordCentral developed an infographic that outlines how you write a killer customer case study.
Here’s a transcribed summary:
How to Write a Customer Case Study
The case study is one of today’s most powerful lead generators. That’s why 88% of B2B marketers identify it as the most effective content marketing tactic*
Need help getting started? Here’s how to avoid common mistakes and capture your customers’ stories.
1. Don’t: Choose the wrong customer. Your wasted efforts will miss the mark.
Do:
Choose a happy customer who understands the benefits of participating. Choose a customer who can show measurable results from using your solutions. Use an angle that offers a win-win for both companies. Engage, their PR or Corporate Communications early – they can persuade Legal on your behalf.
2. Don’t: Neglect to tell a story. You’ll lose impact and you won’t connect with readers.
Do:
Use headlines and sub headlines to highlight the most irresistible benefits and results. Focus on your customer’s experience with your product or service. Give concrete examples of life before your solution and how much better life is now. Show how your customer is better positioned for the future.
3. Don’t: Bypass the customer interview. Without it , there’s no case study.
Do:
Describe the problem and how your solution helped solve it. Ask open ended questions to avoid “yes or no” answers. Capture meaningful quotes. Ask them how your solution contributes to their bottom line.
4. Don’t: Ignore your audience. Engage them early or lose them along the way.
Do:
Introduce the customer’s problem early. Use a neutral voice that focuses on the story and doesn’t subtract with superficial fluff. Avoid jargon, buzzwords and highly technical terminology Integrate key value propositions that support the story Tell a meaningful story that will compel the reader to act.
Case studies showcase your competitive differentiators and solidify your market position.
5. Don’t: Omit measurable results. You’ll lose impact and credibility.
Do:
Use units of measurement that will resonate with your audience Measure ROI Share insights into how the solution is working today Measure efficiency gains and cost reduction
6. Don’t: Slap a layout together. You’ll frustrate and lose your reader.
Do:
Match the look and feel of your other marketing materials. Write short paragraphs and mix short and long sentences. Emphasize with bullets, lists, and bold or italic text. Balance text with subheads and images. Summarize key points and highlights with sidebars, snapshots and pull quotes.
7. Don’t: Toot your company’s horn. Over self-promotion will turn off your reader.
Do:
Wrap up with and About section on your company. Include a descriptive call-to-action to encourage your reader to connect. List easy ways to contact your company. Use case studies to spotlight your happy customers. Convert more readers, boost revenue.
*B2B Content Marketing Survey for 2013
Infographic
