Case studies are one of the most powerful pieces of content you can produce because they’re a third-party endorsement. So instead of saying “Look at us, aren’t we so great!”, it’s one of your customers saying “Company ABC did this for us and it had XYZ impact.”
Case studies are wonderful because they put your service into context, showing the real benefits people experience as a result of using you.
In storytelling technique, it’s known as the relatable middle ground – where your prospect can look at your client and think ‘they’re just like me – and if Company ABC helped them, they can help me too’.
A case study needs to be written well – otherwise no, it won’t be read.
Case studies don’t need to be mammoth documents; I’ve written many case studies that are no longer than 500 words and have been really effective at producing results.
And even if you choose to write a much longer piece, it’s best-practice to include a catchy title and a 150-word summary upfront so that if the reader only reads one thing, they’ve taken in the key points.