They should be able to relate to the problems of your featured customer, and see themselves achieving their own goals by using your product or service. Although case studies can be used to accompany new product launches, they are not merely vehicles to talk about new products. They can be used to advertise new products or features, but it’s not about in the most literal sense.
They get preoccupied with things like brand voice or messaging matrices and forget to leverage the narrative form that makes stories so compelling.
Just like a story, good case studies have a beginning, a middle, and an end, as well as a protagonist – your customer – overcoming a problem and achieving their objective, just like the main character of a story.
By the end of a case study, the reader should be able to visualize themselves as the hero of their own story.
The more compelling your angle, the better the story.
The better the story, the more engaging your case study will be.
Most people won’t have a “favorite” case study, or even be able to remember one at all.
Before you sit down to create your magnum opus, it’s important to realize that case studies aren’t that important to your audience.
Or, even worse, they simply can’t stop themselves from harping on about how great their company is, the gravest of sins when case studies are concerned.
Case studies may not be as sexy as a viral blog post, and as such they’re often overlooked in favor of other content formats.