Case studies can be powerful pieces of storytelling content. Nothing is like a recommendation from a peer. But how often are you using these weapons to convert fence-sitters? You know. Those customers that can’t seem to pull the trigger? Or, how are you leveraging these social queues to get higher customer retention?

If you’re not creating case studies with the intent to convert customers, you’re missing some golden opportunities. So let’s look at what it takes to create and promote case studies so they convert new and existing customers.

Case Studies that Convert

First-Person Stories

A case study will do a better job convincing customers to open and reopen their wallets if the subject tells the whole story from their point of view. Or better yet, include influencers in the retelling. This is particularly powerful in a video format where you can eliminate the need for a voice over.

But how do you ensure the right message?

First, identify who you want to market the case study to before starting on the case study. A purchasing manager or also a user and owner? Then, list what each segment needs to hear or believe about your solution. Then, simply find the person in your case study with a similar title or pain point, and craft that story such that those key messages, by target audience are revealed. Then, no matter who reads the case study, they see themselves, their pain, their lives made better, in it.

Just the Facts

Nothing is quite as powerful as cold, hard data. But don’t just tell your audience, visualize it with before-and-after images, graphics and comparisons. If you have a lot of data, consider an infographic that promotes the case study to generate more visibility and leads.

Close With a CTA

No marketing content is complete without a CTA. In this case, the CTA is something like, “speak with a representative about how you can start saving before your next bill arrives.” Or better yet, go back to the primary trigger in the case, “if you’re tired of writing big checks, contact us to get an assessment of what you could save.”

Have an Offer

The last sentence above is an example of an offer. Use an offer to engage customers not yet ready to buy now, but will buy soon. Aligning a low barrier to entry is critical to creating case studies that convert.


The truth is, good, compelling content alone can’t convert without promotion. Videos can be broken into video ads on YouTube and LinkedIn. Trade publications love case studies because it’s their audience too. And if you break down your case study by target audience, you can use the same case study in several different trade publications.

It’s time to do more with your case studies by targeting the story, aligning an offer and promoting it hard.

Image: Photospin