Case study writers are the journalists of the B2B marketing world.  Whether they’re external consultants or internal staff, successful writers must be able to:

• Ask the right questions
• Navigate conversations with different stakeholders
• Search for compelling angles
• Connect many disparate dots at once
• Use all of this to produce a story that pulls people in

Sounds suspiciously like an investigative journalist, eh?  And, as with investigators, exact steps and techniques may differ from one person to the next, but the general process for creating compelling content is the same.

I’m usually asked about my own case study process by potential clients , so I’ll use that as a model.

1. Client overview

Before I ever ask a single question related to the study itself, I need to have context.  This involves understanding my client’s brand and business, value prop, and other key details to get my bearings.  Otherwise, I’m flying blind.

2. Project background

For similar reasons, I need to read up on the customer at the center of the story.  Knowing why my client chose a particular customer as opposed to others also helps identify its goals for the study.

3. Stakeholder interview(s)

These can include my client and/or its customer.  That said, sometimes I don’t have this sort of access, and therefore data collection doesn’t come through direct Q&A at all.  In those cases, I’ll use some combination of recorded interviews (or even podcasts/webinars) and project notes from my client.

4. Research

Further due diligence is occasionally necessary to understand various principles, terminology, and other industry nuances coming out of the interview stage.  The last thing I want to do is go back to my clients about items I could have easily looked into on my own.

5. Follow-up questions

Rarely do I have zero questions coming out of my “investigation.”  Whether they’re for clarification or to fill in gaps, follow-ups are crucial for a thorough and cohesive narrative that doesn’t itself raise questions among prospects reading it.

There you go, my M.O. at a glance, no need to overcomplicate.  Besides, this is the 4 Minute Break blog, so we’ve got to keep this thing brief.

Did somebody say brief?  Somebody did.

A client brief is the jewel tool in a study writer’s kit.  Some people start with a basic template, but experienced vets tweak it over time to make it their own.

I’ve developed a 24-point brief using questions that I find give me the best info for the most compelling studies.  I usually send this to my interviewees ahead of time so they can prep accordingly.  It also helps in the event a live chat isn’t possible.  Clients can simply fill it out and shoot it back, and then I’ll follow up after reviewing.

My brief has two parts.  One goes into specs like preferred length, format, how it will be used, SEO (for website versions), etc.  These are for the person commissioning the study, not necessarily those involved with the project, so sometimes they come out.

The meat of the brief has to do with the plot of the project.  Based on my initial grasp of the subject, I’ll tailor my questions to make everything even clearer and more relevant.

Many of the questions are those you might expect with a study:  what issue was the customer facing, what was the solution, how was it implemented, what were the results, and so on.

Others may not be as obvious, but they uncover gold that will make the business stand out from its competition.  A couple examples:

• What were the consequences of not resolving this issue? Simply identifying the problem isn’t enough.  Indicating what would’ve happened had someone (you) not come in to save the day is what really puts the cape on Superman.
• What was the strategy behind your solution? Going straight from problem to solution leaves out a critical part.  Outlining your approach or process linking the two offers valuable insights into how you think and how you collaborate with clients.
• Did you hit any roadblocks along the way? Mike Tyson was right, everyone has a plan until they get punched in the mouth.  Talking about overcoming unforeseen obstacles demonstrates authenticity and problem-solving capabilities.

Bottom line, case study writers have to think like journalists.  In fact, the title of this article is misleading.  “A journalistic approach” implies there are other ways of producing effective studies besides this—except, there aren’t.

You don’t have to have a press background to woo prospects with feat after dazzling feat.  Sure, it may take some practice.  Once you get the hang of it, though, you’ll be able to position a piece that lets people see themselves experiencing the same sort of success as the customer in the story.

That’s how the Clark Kents of the B2B world put that S on their chests.

If you want to learn more about how good journalism leads to great studies, I’d be happy to chat about this investigative reporting style in more depth.  Off the record, of course.