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.

1. How Case
Studies Work
Stephen Bush

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.

12. Stephen Bush