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As a freelance copywriter, writing case studies – published to a website or printed and distributed – is all about establishing credibility for a client’s product, solution, service and, in turn, the company selling them. Case studies can also prove to be a lucrative writing niche, especially in the business-to-business (B2B) corporate communications world.

The 'Why' of Case Studies

Look at any Fortune 2000 website, and if the company is selling solutions and/or services, they’re likely publishing some kind of proof or testimonial that those solutions work. Today, that proof is typically rendered in an in-depth case study -- also known as a customer reference.

Unlike other marketing collateral that may describe a product or service, the case study focuses on how a product or service works in the real world, how it addresses real problems and what the benefits are to the end customer.

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