Why and How to Write a Case Study

A case study has three basic parts: problem, solution and results.

We all learn through examples. When we're kids, we learn basic math by adding or subtracting apples or some other fruit because it helps us visualize the concept. Nothing ever truly makes sense until we see an example.

This is why case studies are so important to content marketing. They're basically giant, evidence-backed examples. When you learn how to write a case study, you essentially learn how to prove the value of whatever you're promoting through a real-world situation.

What is a Case Study?

Simply and logically put, a case study is a study of your product, application or service in a real-world case, or situation. Suppose you've developed a robot that will iron your clothes for you, and you want to sell it. Why should anyone believe your robot actually works without proof?

The case study is that proof. You find someone who has used your product and write up a case study on their use of it. At the end of the project, assuming everything went well, you have third-party validation that your ironing robot works, which will help give you credibility and may convince a lead to convert into a customer in the buyer's journey.

How to Write a Case Study

When I talk about writing a case study, yes, I do mean writing one, but I don't want to limit it to that. Having written content is a great start, but it's important to eventually go beyond the written word and create video or audio case studies to reach more people. No matter what, though, the principle remains the same. The basic structure of every case study is: 1. Problem; 2. Solution; 3. Results.

Problem

The problem portion of a case study is where you should start. It presents the challenge that your product or service will overcome. Let's keep using the ironing robot example. In this case, the problem might be a single dad who has no time to iron his clothes. He works all day, comes home and must take care of his young kids. Ironing his shirts is the last thing on his mind, but he needs to do it in order to look professional. What is he to do?

Solution

The wrinkly-shirted father starts seeking out solutions to his problem. Perhaps he first considers hiring someone to iron his clothes but then realizes that's too expensive. He then stumbles upon your solution--a robot that will work for free. Sure, there's an initial investment, but over time it promises to pay for itself in the money dad would have spent hiring someone. Not to mention the time he should save by not having to iron himself. The solution section of the case study explains how the subject (the dad) arrived at the solution (your product) and why that's the best solution.

Results

The results section is the most important part of the entire case study. It's here that the value of your product or solution is proven to the audience. In our example, the dad sets up the robot without complication, and it goes to work ironing his shirts. At the end of one month, the dad saves an estimated three hours per week that he can spend with his kids. After several months, the robot pays for what it would have cost to hire someone to iron his shirts, and the dad is financially ahead.

Notice the key points here. The more statistics or evidence you have in the results section, the stronger the case study. Use a combination of qualitative and quantitative proof wherever possible to demonstrate how your product or solution solved a real-world problem. Data-driven results can be powerful in convincing someone to become a customer.

Keep in mind that a case study probably isn't the first thing you throw at your prospect. It should come later in the buyer's journey when they realize they have a problem and want to learn which specific solution will solve it for them. People trust solutions that have worked for others. A case study is like a third-party review in that sense. The only difference is that you're creating it based on a positive experience someone had in the real world.