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Why Your Success Story Needs a Hero

Eight-year-old Leo Shidla had a 130-million-year-old fossilized bone to pick with National Public Radio (NPR)’s oldest news show, All Things Considered: “I never hear much about nature or dinosaurs or things like that. Maybe you should call your show Newsy things Considered, since I don’t get to hear about all the things,” he writes. “Newsy things Considered.” Talk about a devastating burn. So what did NPR do? They owned the oversight: Y'all remember Leo and his point about our lacking...

BY Steven Peters

How Long Should Your Case Study Be?

If your case study is too long… your leads might not look at it, nevermind read it. But if your case study is too short… it may lack the details it needs to persuade leads that you’re the one and best choice for them. So how long should your case study be? Fortunately, research gives us some guidelines for case study length. According to a DocSend report of 34 million content interactions, for example, case studies should be two to...

BY Holly Yoos

6 Bad Things That Can Kill a Good Case Study

A surprising number of things can kill a good case study before the finished product finally lands in the hands of your prospective customers. Case studies are harder to do than most people expect. And a whole lot of things can happen that take them off the rails. At Case Study Buddy, we’ve created hundreds (maybe thousands?) of case studies for our clients, so we know a thing or two about where things can go wrong. So how do we...

BY Joel Klettke

How Many Case Studies Should You Have?

“How many case studies should I publish? How many do I actually need?” For many companies, getting even one case study done can be a real victory. And when it’s your first, it IS a big deal. But case studies aren’t a “one and done” asset. You can’t just check case studies off your content marketing to-do list. And often, that first great case study opens the door to many others. Strategic companies want case studies for every sales situation...

BY Joel Klettke

Two Ugly Ingredients for Stronger Case Studies (and How to Use Them)

Can a case study to be *too* positive? A strange question, maybe, but one that’s kept me up at night. If there’s one thing people LOVE bashing about case studies, it’s their credibility—and in many cases (no pun intended), I don’t blame them. The average case study out in the wild tends to be light on details, heavy on hyperbole, and tough to trust. They’re criticized for being cherry-picked examples in baskets of otherwise rotten fruit; impossibly great outcomes made...

BY Joel Klettke

What Nobody Tells You About Creating Customer Success Stories (But Should)

“Creating customer success stories—how hard can it be?” If there’s a painful lesson I’ve been forced to learn (repeatedly) in life, it’s that any time you ask “How hard can it be?” — you’re about to find out. This is why I can’t help but smile every time I see marketers underestimating the challenges, workload, and unexpected games of whack-a-mole that come with putting together customer success stories. After all, it’s just “Challenge, Solution, Results” right? How hard can it...

BY Joel Klettke

No Numbers? No Problem! How Fomo Turns Metric-less Case Studies Into Marketing Assets

Lynz Munich creates four case studies per month for Fomo—many of which lack hard numbers. Here’s how and why she does it. When kicking off a new case study, a lack of success metrics is one of the biggest barriers to entry: “We don’t track X.” “My customer doesn’t measure their results.” “We can’t share these results publicly.” We hear these concerns all the time. In the minds of some, insufficient metrics kill a good success story before it’s even...

BY Steven Peters

How to Build a Money-Making Case Study Strategy in 4 Steps (and What to Do Next)

If you’re asking, “What the heck is a case study strategy, and why do I need one?”—you’re not alone. Most companies seem to believe that a great customer success story is something that “just happens.” It spontaneously explodes into existence when they help a customer achieve something great. Only… that’s not the way it usually goes, is it? Sure, after a big win, high-fives abound. You gush about the customer’s success during your next meet-up. Maybe you regale prospects with...

BY Steven Peters

5 Reasons Why NOW is the Best Time to Invest in Customer Success Stories

What if I told you that RIGHT NOW—in the middle of a crisis—is the PERFECT time to double-down on customer success stories? It might sound crazy—especially if this story popped into your feed while you’re at the grocery store, standing in a checkout line 30-people deep, clutching the last package of toilet paper like your life depends on it, and stink-eyeing the person behind you who isn’t practising social distancing. But these are crazy times. Store closures, bans on social...

BY Steven Peters

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