How do you tailor your case study to different audiences and channels?

1 Identify your purpose and audience

Before you start writing your case study, you need to have a clear idea of what you want to achieve and who you want to reach. What is the main message or value proposition of your case study? Who are the potential readers or decision-makers that you want to influence? How do they consume information and what are their pain points and goals? Answering these questions will help you tailor your case study to your specific purpose and audience.

2 Choose a relevant and impactful story

The next step is to select a story that showcases your account management skills and results in a relevant and impactful way. Ideally, you want to choose a story that aligns with your purpose and audience, demonstrates your expertise and value, and highlights the challenges and solutions that you provided. You also want to choose a story that is recent, credible, and verifiable. If possible, get permission and testimonials from your client to add more authenticity and trust to your case study.

3 Structure your case study logically and clearly

A good case study follows a logical and clear structure that guides the reader through the problem, solution, and outcome. A common structure is the STAR method, which stands for Situation, Task, Action, and Result. In the Situation section, you describe the context and background of the problem that your client faced. In the Task section, you explain the objectives and expectations that your client had. In the Action section, you detail the steps and strategies that you implemented to solve the problem. In the Result section, you showcase the outcomes and benefits that your client achieved.

4 Write with clarity and persuasion

Once you have your structure, you need to write your case study with clarity and persuasion. You want to use simple and concise language that avoids jargon and technical terms. You also want to use storytelling techniques that engage the reader and create an emotional connection. For example, you can use quotes, anecdotes, and visuals to illustrate your points and make your case study more vivid and memorable. You also want to use data and evidence to support your claims and show your impact. For example, you can use numbers, percentages, and graphs to quantify your results and show your value.

5 Adapt your case study to different channels

Finally, you need to adapt your case study to different channels and formats. Depending on where and how you want to share your case study, you may need to adjust the length, tone, and style of your case study. For example, if you want to share your case study on your website, you may want to write a longer and more detailed version that includes more visuals and testimonials. If you want to share your case study on social media, you may want to write a shorter and more catchy version that includes a call to action and a link to your website. If you want to share your case study in a presentation, you may want to use bullet points and slides that highlight the key points and results.