Cases have become a common genre of content in many business areas.

They combine principles of:

1. News content – tell about new, important;
2. Reputational content – show how the company works, how specialists behave when working on a project;
3. Informational content – highlight relevant topics that are useful to colleagues, potential customers.

Therefore, it is necessary to Write cases, especially in the field of Internet Marketing. We will understand how and on what topic to write a startup marketing case in 2019 to make it interesting and in demand. In this article you can get acquainted with practical tips from experts working at a professional business case study writing service designed to help students.

Avoid Case Study Writing Mistakes

• Don’t be verbose. Do you think the bigger the text the better? You are mistaken. Every sentence should be weighed. It is better if only one main thought is formulated and disclosed in the case. Let’s say how to promote a B2B company on Instagram. When there are more than one idea in a case, it will not work out logical. Reading will be difficult and time consuming.
• Don’t be too brief. The opinion was affirmed that cases are needed, so everyone diligently writes them, even when there is no special meaning. Just “for show”. They call the facts: a client came – ordered crowd marketing – collected 100 reviews – resulted in 1% more orders. When you voice the same numbers, the facts are good, but too simple. The reader, for example, may not know that 100 reviews are many, and 1% of orders are few. Get acquainted with the numbers, close the page and forget everything. When developing a marketing case, it is necessary to include an emotional component. Content is not read by robots – people.
• Don’t use storytelling where there is no story. Many have come to believe in the power of stories and try to tune the narrative for them. Weave fictional characters, depict action-line, come up with a climax, a dramatic epilogue. If the case is not based on a really interesting story, do not pull the storytelling by the ears! It will turn out false and stiff.

There is not much to be done in cases: distort the facts, use twisted, made-up figures, not give figures at all, talk to readers in the language of officials, pour in pathos phrases, assert that the project is unique and innovative if it is an ordinary one. Write the truth or do not write the case at all.

Write Like Experts Do

There are general points that experts sometimes intuitively, sometimes deliberately describe. It is important to understand that the purpose of any case, including marketing, is to attract a potential client. Therefore, the principles of content marketing must be followed.

Often it comes down to a short call at the end of the text – “call us, everything will be cool!”. Users are tired of this pattern. It is important to build the text so that the reader himself came to this conclusion. Call in the case, of course, needed. But it cannot be made primitive.

What are the principles of the selling text there is a place in the marketing case:

• Use working formulas. The most famous is AIDA.
• AIDA has advanced options: AIDAs, where S is satisfaction of desires. There are modified options like: IDCA – interest, desire, conviction, action.
• Gain the confidence of the reader. Use social evidence, other RTB.
• Present the prospective client with the benefits that he will receive from you.

The logical structure of the marketing case looks like this:

• Introduction: what is the case, what can come in handy.
• Basic data: client, task, project goals, problem statement.
• Solution of the problem (goal achievement): who, how, by what means achieved, what was decided to do later.
• Results
• Findings

It is good if you can confirm all the data. Therefore, make it a rule to make screenshots, save statistics, record valuable information. This is important for credibility.

Next comes the main part – a description of the work that has been done. They call it differently, but it is important to emphasize the importance. This can be done with an attractive title, design, visual content. The work should be described step by step, information should be structured. If the project was multi-stage, highlight the relevant subsections in the text, at the end of each, let us give a brief conclusion, sum up the intermediate result.

In the main part present figures, evidence, arguments. They are most relevant in the results. Show that your client got in the end, prove the benefit with the available means. Make a comparison in the format of “before” and “after.”

Complete the marketing case with a powerful conclusion. Here is a place to demonstrate the benefits received by the client, feedback, conclusion, which shows the benefits to potential customers, further development of cooperation.