A case study is an essential part of the B2B content marketing strategy. When a potential client reads your case studies, they have perused your website and have a very good idea of what your company can offer. This is the stage where the buyer is considering and deciding. Case studies allow them to get to know your company more and will help.

Make Sure Your Case Study Relates to Your Ideal Client

A case study is a perfect opportunity to demonstrate how your company adds value by solving problems for your clients. You’ll want to ensure your case study is relatable to your clients.

Take some time to think about your ideal client, their industry, and their problems. You’ll want your case studies to reflect these concepts and include answers your client finds relevant. If the client does, they are more likely to trust you.

Be Specific

Don’t exclude details when creating your case study. You may be required to maintain client confidentiality or leave specific information out of the case study at a client’s request. But you should always be as specific as possible with the information you do include, such as:


  • Your client’s name

If you have permission to use your client’s name, do so by all means. If not, then keep this information confidential. You can describe the client by their industry, business size, etc.

Before publishing your case study, check the description with your client to ensure they feel comfortable. Some clients are more sensitive than others about maintaining their privacy. You don’t want to reveal so much information that someone reading the case study can determine your client’s identity.


  • The client’s problem

Don’t hesitate to provide details about your client’s problem. This is where you draw potential clients in. If they can see their problems when reading your case study, they can relate to it more readily.


  • The solution

It’s not enough to let the reader know that you were able to solve the problem. Back up your statement with numbers. Tell the reader how the solution your company suggested or implemented was able to benefit your client in real terms. “Once Client [X] started doing [y], their company was able to save [z] percent annually.” This is something the potential client can relate to and helps them move toward deciding whether to work with you.


Tell the Whole Story

When you write your case study, make sure you tell the story from start to finish. Slow down to ensure that you don’t miss any details along the way. Ensure that the case study includes your initial contact with the client and the client discussing the problem initially. This kind of detail gives the reader context before they move into the specifics of the problem and how your company was able to solve it.