Creating Case Studies 101

Resource: Case Study Template

Case studies are an essential part of marketing because they provide your audience with social proof. Social proof refers to examples of real world people/businesses finding success with your product/service. This establishes trust with your audience and makes it more likely they will work with you.

When you decide to create a case study, it is essential to document every step of your sales cycle with a client. This includes:

  • What problem(s) your client had
  • How they found you (or you found them)
  • Aspects of the client that made them a good fit for your product/service
  • Alterations made to your product/service made to meet client needs
  • How the product/service was implemented & the implementation steps
  • Any barriers you and the client had to deal with during implementation
  • Immediate results after the service/product was implemented
  • To-date results after implementation and how the product/service is working for the client today

Use the above notes and Case Study Template to plan out your case study, ideally at the beginning of a transaction with a customer. Below are some of the additional things I think about when developing a case study:

Pick a clear objective

As with many things in marketing, it is important that your content clearly addresses something your audience deeply cares about. The same goes with your case studies. While there may be many different elements of the case study, make sure they all go back to the main pain point you’re addressing so readers walk away with a clear message about your brand.

Examples of clear objectives could be:

  • Helping your audience save money
  • Making your audience feel safer
  • Empowering your audience to become better versions of themselves
  • Making a necessary task for your audience much easier
  • Helping your audience complete difficult task

Mix case study mediums

To draw awareness to your case study and make sure your audience is able to understand the message you’re trying to send with your case study, I recommend using at least two mediums to document your case study.

For me, these two mediums are usually writing a case study, and taking video of some customer testimonials. This way someone my case study is more likely to catch more of my audiences’ eyes since people are drawn to different types of content. It also can tell two sides of your story. Usually a written case study for me is more data-oriented and focuses on facts. The video testimonial is more appealing to the human and emotional side of the equation by showing how someone’s life was positively impacted by a product/service.

Case study mediums could be:

  • Written
  • Video
  • Podcast or Audio
  • Infographic


Try to have 1 case study per persona

Most businesses have diverse audience needs. Customers might have different pain points, all of which your product/service solve. They may have different ways of using your product, or different ideas of success with your product. For this reason, it is important to have a diverse set of case studies so you appeal to the different personas in your audience.

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