Title: Brief descriptor of the story and result
Posted: Tue Feb 18, 2025 4:39 am
The other common issue with case studies is that they tend to be highly self-serving, and as any content marketer knows, that’s not a recipe for success. Given their purpose, it’s fair to say case studies are inherently self-serving in a way, but there are key differences in framing that can make the content more engaging and valuable for readers.
Over the years, many companies have come to refer to case studies as “customer stories” or “customer success stories.” This phrasing gets at the right mindset: telling a compelling story, and putting the subject at the center. Brands have an opportunity to lean into this mindset even more.
Let’s explore some case study tactics and techniques in depth.
Best practices for customer-centric marketing case studies
There’s no need to reinvent the wheel in chile telegram data terms of structure. Generally speaking, a case study will include most or all of these basic elements, which marketers and customers have come to expect:
Summary: Quick overview with key details for execs
Challenge: What problem was solved?
Solution: How was the problem solved?
Results: What impact was seen?
Quotes: Direct insight from customer
Statistics: Evidence of success
At TopRank, the question we like to ask is, how can we elevate each of these elements for greater impact? How can we make every part of the case study more resonant, relevant and memorable for readers? Think holistically about the various components in applying these best practices.
Make the customer the hero. (Really.)
Many marketers seem to have this aspiration, but I must say that I often find the follow-through to be lacking. So many case studies I read from brands are framed as “Our product did this” or “Our service did that.” I understand why. Case studies need to showcase what the solution can do.
Over the years, many companies have come to refer to case studies as “customer stories” or “customer success stories.” This phrasing gets at the right mindset: telling a compelling story, and putting the subject at the center. Brands have an opportunity to lean into this mindset even more.
Let’s explore some case study tactics and techniques in depth.
Best practices for customer-centric marketing case studies
There’s no need to reinvent the wheel in chile telegram data terms of structure. Generally speaking, a case study will include most or all of these basic elements, which marketers and customers have come to expect:
Summary: Quick overview with key details for execs
Challenge: What problem was solved?
Solution: How was the problem solved?
Results: What impact was seen?
Quotes: Direct insight from customer
Statistics: Evidence of success
At TopRank, the question we like to ask is, how can we elevate each of these elements for greater impact? How can we make every part of the case study more resonant, relevant and memorable for readers? Think holistically about the various components in applying these best practices.
Make the customer the hero. (Really.)
Many marketers seem to have this aspiration, but I must say that I often find the follow-through to be lacking. So many case studies I read from brands are framed as “Our product did this” or “Our service did that.” I understand why. Case studies need to showcase what the solution can do.