Renée 🐝 Cormier

5 years ago · 2 min. reading time · visibility 0 ·

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Seven Ways to Turn Your Dry Case Study into a Compelling Read


Seven Ways to Turn Your Dry Case Study into a Compelling ReadCase studies can be tedious to write and even more tedious to read. Even the term “Case Study” is off-putting. It sounds like exam prep. These days, few people want to spend a long time reading intricate details about a business case. People want quick tips that are easy to read. So how can you make your case study more readable and compelling? Read on and I will tell you!

Divide and conquer: If you look at all the information in your case study, you will realize that you can probably divide the information into smaller components with separate key messages. You can create more interesting subject matter simply by avoiding information overload.

Create a How-to: Within your case study there are probably several elements that can be re-purposed into a How- to article. Your blog post can be turned into something like: “Five Ways to …” or “Three Things to Watch Out for When…” Yes, for some reason people like reading numbered lists, so seize the opportunity to create a blog post around one.

Describe a process: If one of the purposes of your case study is to let people know the full extent of the services you provide your customers, then take the opportunity to describe a process you use. This can be another form of a How-to, or it can simply be positioned as a form of advice such as, “What Every Business Owner Needs to Know...”

Pay attention to your format: You will notice a lot of my blog postings look very similar. I like to build a tip sheet with bold points for easy reading. I want people to learn as much as possible without necessarily having to read every minute detail of my post. That is because I know that most people will only skim an article. The format I like to use is very “skim friendly”.

Keep it short: Bearing in mind that most people won’t take the time to read anything long and wordy, keep your postings short and pointed.

Educate your reader: Content marketing is all about educating people . Avoid talking about yourself and try engaging people’s minds. Teaching people useful things gives you the opportunity to get people thinking about what you’ve said and the value you provide. Don’t be like the guy at a party who talks incessantly about himself. People will not respect your work.

Include a blurb about yourself: Naturally, content marketing needs to be in part about driving business toward you, so make sure there is a small spot at the end that tells people who you are, what you do and where to find you. Notice my blurb below.

Here's one final piece of advice. If what you are writing feels painful to you, it is probably going to be even more painful to your reader. If you can't figure out how to make it feel light, then get a pro to help you, or scrap the idea entirely. 


Renée Cormier is a Public Relations & Communications professional located in Burlington, Ontario. She is passionate about business and the power of content marketing. Her other specialties include strategic planning, branding & positioning, reputation management, media relations, social media, presentations & speeches, copy writing, and media training. Need help with your PR or Marketing? Visit www.reneecormier.com or contactrenee@reneecormier.com .

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Renée 🐝 Cormier

Renée 🐝 Cormier

3 years ago #5

#10
Thank you, Sister and thanks for all the shares, too!

Claire L Cardwell

Claire L Cardwell

3 years ago #4

Great advice and tips here Ren\u00e9e \ud83d\udc1d Cormier! I must admit that when I see the words 'Case Study' I want to run for the hills, hopefully people will start implementing your tips vastly improve!

Renée 🐝 Cormier

Renée 🐝 Cormier

5 years ago #3

#6
Yes, Wayne Yoshida, @John Vaughan, case studies certainly have value, but more often than not, the value is lost because they are tedious to read. Marketing content needs to be compelling, informative and well written in order to be effective.

Wayne Yoshida

Wayne Yoshida

5 years ago #2

Renee Cormier - Case studies can be a great way to showcase "work samples" that demonstrate how you do what you do.

Alexa Steele

Alexa Steele

5 years ago #1

#1
Dale, a "case study" in marketing is basically an example. You take an example of your work and describe (sometime in painful detail) what you did for the customer and what the results were. The idea is to show future customers how your work can benefit them. You can also make case studies out of other companies if you are trying to make a point about something they did. Examples: http://www.marketingprofs.com/marketing/library/casestudies/

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