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How to Write a Case Study Without a Client

How to Write a Case Study Without a Client

December 9, 2013 | By John Mullen | 7 Comments

old desk pencil notebookSo, you’re just getting started and don’t have any clients to write for?

No problem. You already have your most important client ever — yourself. The question you should be asking is: What should I write?

And that’s a lot easier than you think.

You see, when it all boils down, every freelance writer is B2B. It doesn’t matter what your niche is, or what kind of writing you do. You market your services to other businesses. And that makes you B2B.

Once you’ve accepted that fact, it makes creating your content so much easier. Why? Because you can take your cues from research like this:

According to the Content Marketing Institute and Marketing Profs report, B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends, Case Studies are the second-most effective content in B2B marketing … behind only in-person presentations.

So, unless you’re ready to hop in the family car and start touring trade shows, why not start with the next best thing?

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About the Author

John Mullen

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  • I loved reading your insight on writing case studies — do you have a sample I can read to see how you format the piece?

  • I’m currently a teacher. I would like to get into B2B copywriting, possibly as education as my niche. Would companies like to hear about a technique I used to engage pupils and how it helped to convert more pupils to choose computing as a GCSE option?

  • Thanks for your guidance in Case Study writing. I can’t write Case Study title now because I haven’t written any copy for anybody before.

    However, I hope to approach one or two prospects and ask to write copy for them on the understanding that they will give me a testimonial if they like the piece.


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