Top tips for asking the right questions and writing compelling content

Take a look around some corporate websites and you’ll find a wide range of documents, names, styles and lengths. Everyone has a different opinion on what a case study is. But all too often, documents like these are created with an inside out approach. A client agrees to be quoted and everyone’s in a rush to put that on paper and tell you how great they think they are. But you’re a customer at times too, what do you look for when reading about some other person’s experience?

You’ll hear people say it should be no more than 500 words, or it should be a double sided A4. The fact is (in my humble opinion) it should be however long it needs to be with a proviso. It has to be relevant, to the point and have quoteable figures. While people will always say they are time poor, if the story is relevant and engaging, they’ll make time for it.

Over the next few weeks, we’ll be sharing our top tips for writing compelling case studies and asking the right questions.

Written by Andy Whitelock,