the power of testimonials and case studiesTestimonials and case studies are critical components of a comprehensive content marketing strategy. Having a third-party endorsement adds an element of credibility to your marketing materials promoting your products and services.


Testimonials are formal statements from a customer or client. They include a recommendation and serve as a reference to your businesses’ qualifications. Length-wise, testimonials are typically more concise, ranging from one sentence to a paragraph. They’re typically showcased on your marketing materials in conjunction with other information.


When asking for a testimonial from a client or customer, select a client who is representative of your target audience(s). Consider industry, job title, and demographics. If you have various products and/or services appealing to multiple target audiences, collect testimonials from each respective target audience.

  • Example: If you’re an event planner and you mange both weddings and corporate events, collect testimonials from each group. Consider who is “booking” your services. If the Executive Administrative Assistant is the typical point of contact for organizations when planning events, request testimonials from these professionals.

When you reach out to your clients, request that their testimonials include quantifiable information. Remind them of the impact your products or services had on their organization.

  • Example: “The software saved my organization $10,000 annually and reduced our labor time by 2 hours a week!” is infinitely more effective than, “The company’s software saved me time and money!”

Communicate to your client how and where you are going to use their testimonial. Based on this, your contact may want to omit his or her full name or company name. Have a form to get a final “sign-off approval” from your client.

  • Example: “Hi Robert, we plan on using your testimonial on our website, social media sites and brochure. As a reminder, your testimonial is written below. Do you prefer, Robert Marang, CEO of Widgets Incorporated, or Robert R., CEO of small manufacturing facility in New Jersey?”

Case Studies

Case studies are written stories conveying your customer’s “journey” to success. They tend to be lengthier, approximately a full document worth of content. Case studies can serve as pages on your website or standalone brochures / sales sheets.

Case Study Format:

  • About the Client – use the introduction of the case study to feature the client – it’s all about them! If it’s a company as opposed to an individual, explain their products and services. Include their location, number of employees or anything noteworthy such as a veteran-owned business.
  • Problem / Situation – This section should address the following questions:
    • What was the main challenge that the client was experiencing?
    • How big of an issue was the problem becoming?
    • When was the issue occurring?
    • What would have been the consequence of ignoring the issue?
  • Solution – Explain how and when the client connected with you. Demonstrate how your products or services addressed their problems. Convey the process in a realistic manner. The goal of this section is to give readers an accurate visualization of how you can solve problems.
  • Results – Summarize the story with simple bullet points highlighting the impact of your products and services. Quantify the accomplishments when possible.

Do you use testmonials and case studies in your marketing? Leave us a comment below and let us know the positives and negatives of these two formats of content marketing. To read more blog entries about content marketing, click the button below.