How To Write a Marketing Case Study

By: Tasha Kolesnikova

11 min



How To Write a Marketing Case Study

In modern times, marketers are engaged in a full-time job trying to create content, produce leads, collaborate, and do much more to generate traffic. In an attempt to get a better insight into your ideal customers' ins and outs, a case study is an effective way to showcase your success. The marketing material can take the shape of numerous types like blogs, videos, infographics, and a study, which should be in your organization's front pocket.

One of the most critical steps while creating marketing case studies is to boost your industry's credibility. It does not matter if you are operating in a niche market or working across industries. It presents you with an ideal platform to promote the industry you are operating in. This, as a result, will enhance credibility and attract more customers.

Secondly, it is effective to flaunt any customer wins. As opposed to traditional marketing means, using this helps in delivering validation from your customers. If you show your entire journey step by step in a narrative format, it will take your words to a different level. It is always smart to stay authentic and transparent while sharing the challenges you faced along the way and the methods acquired to resolve them.

Also, you should repurpose your content. With a case study, you can portray your problem in an in-depth fashion. If you have content, creating blogs and videos does not stay a problematic task. Alternatively, you can make your PR team utilize this for establishing a talking point. With all of these steps in order, convert your leads to customers.

Definition of Case Study In Marketing

What is a case study? In marketing, it is a web page or document that includes many essential parts, including the subject's description. You need to explain your client's or customer's history as well as pain points. You have to identify and include their goal so that the audience has a fair idea about what to expect. Next, mention the hypothesis for strategy about what you expected to happen after implementing your strategy, followed by the step-by-step implementation process. Finally, wind it up using the results of the strategy in detail and conclude the findings. By quoting a client in the result, the section will be a lot more effective and impactful.

The case study definition states that it is to show your proposition to the customer.

Ways of Gathering Data For Marketing Case Study

A case study is one of the most effective ways of showing off your results and persuading customers to come to join hands with you. You can use it to highlight your achievements and prospects in a story-like manner to depict how you contributed is solving a customer's problem in a similar situation. It would help make the prospects confident about why choosing you as a partner will be potentially beneficial. It leads you to understand how to gather data from various sources for selecting marketing paper topics to write a marketing case study that will support your sales funnel, help you attract people, and convert them into customers.


By developing a strong email campaign, you can easily get your hands on data you require to include in your case study. If we compare all the marketing channels, it is safe to say that email is the most powerful. To make it an even more significant segment, you should ideally consider targeting only the most relevant people. Also, refrain from sending scripted data, personalize each email to increase your chances of data gathering. Keep in check the timing while sending out these emails. When people are most active on the internet, it would be an excellent opportunity to maximize opening rates. You might know about the significance of feedback in the world of business. You can get it through forums and via email. Readers can also be invited. They can ask your questions about the client and the products. It will provide you with useful insights about what is that your case study is lacking.


The best types of marketing case studies make use of stories and quotations directly involving the client. This can be done by conducting personal interviews. You are advised to follow a few practices for interviewing most effectively.

It includes making your client aware of the fact that they are in control. By taking out time for interviews, clients are doing you a favor, and you need to return something for them to take the incentive. Let them know that their gesture is appreciated. Please give them a little control like selecting timings for the interviews or maybe the location to make it more convenient for them. You can also send them the major questions beforehand to make them feel comfortable while giving the actual interview. Before publishing any quote, you need to seek their approval.

Another critical step is to do your research before carrying out the interview. If you have not had a chance to work with a particular client before, take your time to learn more about the project. This way, the client would not have to explain everything from the beginning. Also, you are recommended to ask open-ended questions. If you ask yes or no questions, you will not end up with enough substance to make your work interesting. Also, the interview would not last as long, and the interviewee will not get the chance to justify his answer, which might make them feel manipulated and unheard.

Visuals And Video

Pictures speak louder than words. They are powerful in illustrating your generated results. You can include visuals in many different forms using Alexa reporting tools. One of the many examples is the Site Audit report. Use this tool to run a report showing grades and rates concerning several aspects of your client's website. You can compare the reports of when you began and after you finish showing transparent upgrades in their performance, reputation, and security. Seeing with their own eyes and having tangible proofs will enhance your client's satisfaction and help you generate useful data to include in your study. Then there are potent visuals that help in comparing your client's site to the competitors. This data can be collected by utilizing Alex's Site Comparison Tool. Including charts is a great way to showcase data in an understandable and readable way. You can also include a snapshot of top site keywords, which will show how you helped your customer drive traffic. Videos are more comprehensive and will provide you with an ideal source for extracting information and using it in your case studies.

Data Collection

There is no specific word limit that you need to follow while writing your case study. It can be lengthy or precise, as long as it delivers your message to the clients effectively, any word count will work. All of this depends on the way you are aiming to utilize this study and the available resources. Collecting insights in depth would be the right way to go if you intend to write in detail; however, you can work with a few clients if a short case study fulfills your objective. You can also gather relevant data from digital marketing essay.

Discovering a Story

It is helpful to find data by looking for a story. You might have to bend your way backward to resolve potential problems that will come in the way, such as taking out valuable time for intensive research or traveling long distances to meet a client for interviews.

If you see potential in a situation, design strategic questions in such a way that you get to elongate the conversation for digging out more relevant stuff.

Make calls, write emails, and utilize different communication mediums to find your marketing case studies' perfect story. It would help if you were asking and tailoring questions so that it makes storytelling easier later.

Finally, ask your client for a follow-up. This does not mean you would not have done your job right the first time around, but you can always use additional information and input to complete your study.

Essential Components to Add In a Marketing Case Study

Here are a few elements you should never miss while preparing your marketing case studies. You can also look at one at a marketing coursework sample to get a clear idea.

Client's Overview Of The Company

Here, you will have to think about your value proposition perceptions while in the shoes of your clients. It would help if you persuaded them regarding how picking you would be a wise and rational decision and the opportunity costs of going with a competitor.

You can show this through successful campaigns and adding results to the title for the sake of catching the attention of the audience. It will help if you show your contribution to the success stories of your clients.

Overview Of Your Company

Good marketing case studies tend to begin with a setting. You will have to introduce your brand with a title based on your study's subject and explain its attributes and offerings. You will be providing an overview of the skills you are offering and how it might solve problems for the clients. By using this part in your study, assist prospects in drawing parallels between the parties.


You are required to take the story one step forward by introducing the issues faced for that matter and anything you are looking forward to resolving. Explain each of the issues with the help of a few sentences showing what challenges the marketing engagement and campaign ought to solve.

Potential Solutions

Now that you have introduced the problems, it is time to flaunt how you helped overcome these. You need to list all the marketing objectives, along with the implemented solutions. Depending on how you have selected the type of your marketing case study, it is a good way to include details of the solutions step-by-step. If you are thinking of keeping it short, have the highlights and progress.


With possible solutions, show how they can be led to tangible outcomes and results. Do not forget to add key performance indicators, relevant data, and statistics proving improvement. A few examples regarding digital marketing metrics include traffic statistics, web analytics, number of bank links, traffic statistics, keyword ranking, and many more.

Try to highlight your solution in detail. You can also include statistics as the use of numbers adds weight to your argument. You can also mention the alternatives that you tried to take. Add details that will help your reading to visualize the entire journey. These can range from frustration points to funny parts of the marketing story.


Adding only numbers and stats in your paragraphs while writing your marketing case studies is not recommended. You should include visuals to bring the stated results to life and make them more understandable. You can also use graphics to highlight the positive results and statements from your clients. Other visuals to be included are charts, before and after graphs, pie charts, and others.

Call To Action

Writing marketing case studies aims to attract potential clients and convince them to work with you. You should not just end your study right after revealing results.

You have to continue engaging prospective customers by finishing with a call to action to encourage the person reading it to contact you for such similar results. Ensure to include your contact information and clear steps for the future to provide confidence to the audience for doing business with you.

Professional Writing Tips For Successful Case Study

After going through some examples of case studies, you might wonder how you can create one. Let us begin with the tips that can make your study shine.

Choose a Story Of Success That Is Related to The Client

A company has defined segments that must be targeted individually. A marketing research proposal for a restaurant will not be used to target individuals looking for ways to secure their houses with surveillance cameras.

Whether you want to tackle a project in the initial stages or the one that has already ended, it is your call. Determine the target audience as you cannot write for someone without knowing who is on the receiving end.

Storytelling Method And The Importance of Key Points

Start identifying the points that you want the light to shine on. These will be highlighted in the headline of the study as well as in the entire content. For instance, if you have helped a client boost revenue, then that is the detail you want to highlight. A 200% boost is something worth mentioning multiple times.

You can make your content as engaging as you want. However, numbers are irreplaceable! True marketing success is only reflected through measurable results. Try to tell a story by providing before and after scenarios to create an impact. You can create graphs to support the text. One added benefit is that people can share those graphics over social media.

It Is All About That Design

Nobody likes reading plain black, boring text. You can use flowery words, but that will not help as the success lies within the design. A business works on the packaging of the product that catches the eye. Similarly, it would help if you thought about the "packaging" of your story. This will include images, colors, and graphics. Try to structure your post in a way that your reader can read through it smoothly.

Feedback Is a Must

If you fail to take your customers' reviews under consideration, chances of succeeding in the long-term will shrink for you. Keep them satisfied and recurring.

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I studied sociology and marketing at Europa-Universität Viadrina (Germany) and Universidade da Beira Interior (Portugal). When I was a sophomore, back in 2018, I decided to put what I've learned into practice, so I got my first job in digital marketing. I currently work in the content marketing department at Studybay, building strong, effective, and respectful communication between the platform and our clients.

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