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How Case Studies Work

A concise overview of case study strategies by Steve Bush. How case studies fit into a practical inbound marketing program. The role of educational content and a customer-centric sales process.

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How Case
Studies Work
Stephen Bush
Inbound Marketing — Case Studies
“You can have brilliant
ideas, but if you can’t
get them across, your
ideas won’t get you
anywhere.”
(Lee Iacocca)
Case Studies — How They Work
Suggested Strategy — Here are
seven concise explanations about
how case studies work in practice.
Case Studies — Remember the Competition
Suggested Strategy —
A case study can be a
practical and cost-
effective method for
differentiating a product
or service from the
competition.
Case Studies — How Long?
Suggested Strategy — Short Version
500 to 1000 words and Long Version
1000 to 3000 words.
Case Studies — Educational Content
Suggested Strategy —
Consider using a “short
version” case study and
one textual image.

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How Case Studies Work

  • 2. Inbound Marketing — Case Studies “You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.” (Lee Iacocca)
  • 3. Case Studies — How They Work Suggested Strategy — Here are seven concise explanations about how case studies work in practice.
  • 4. Case Studies — Remember the Competition Suggested Strategy — A case study can be a practical and cost- effective method for differentiating a product or service from the competition.
  • 5. Case Studies — How Long? Suggested Strategy — Short Version 500 to 1000 words and Long Version 1000 to 3000 words.
  • 6. Case Studies — Educational Content Suggested Strategy — Consider using a “short version” case study and one textual image.
  • 7. Case Studies — Customer-Centric Suggested Strategy — Reduce marketer-centric sales processes like traditional advertising and cold calling.
  • 8. Suggested Strategy — Case studies work best in combination with other customer-centric content such as extended articles. Case Studies — Inbound Marketing
  • 9. Extended Articles? Suggested Strategy — Consider a series of extended articles when one article exceeds 2000 words.
  • 10. Case Studies — Anonymous? Suggested Strategy — If the customer’s name can’t be used, turn it into an anonymous “technical case study.”
  • 11. The Goal: Be Different “In order to be irreplaceable, one must always be different.” (Coco Chanel) Suggested Strategy — New problems require new solutions.