Marketing case study template
- Case studies you actually publish
- 5
- Case study interviews a year
- 7
- Hours a year writing them
- 43
- What that time costs a year
- $2,376
Nothing here is a benchmark: every figure is worked from the numbers you enter about your own year.
The figures below are a worked example: 5: on one small business's year. Change them to yours.
Download the Marketing case study template worked example (CSV)
This is the marketing case study template, and it prices the thing everybody underestimates: not the writing, the approval. Enter the testimonials you collect in a year, the share worth a full case study, the hours one takes including the interview, what an hour of that time costs, the share that survive the customer's approval and the days that approval takes. It returns the interviews, the case studies you actually publish, the hours and the cost, the cost of each one that reaches the site, the ones written and never published, the weeks of waiting on each, and the testimonials that stay as a quote rather than becoming a study. Every answer below is worked from the figures you enter, and nothing on this page is a benchmark or an industry average.
What people ask about the Marketing case study template
Why is the published share below 100%?
Because legal review, a change of PR mind or a departed champion kills some of them. The worked example uses 75%, which puts 2 of 7 in the drawer.
What does a case study really cost?
On the worked example $440 each: 43 hours a year at $55 an hour, across the 5 that get published. That is the figure to hold against buying a piece of content instead.
Should every testimonial become a case study?
No. On the worked example 11 of the 18 stay as a quote, which is the right outcome: a quote on the pricing page does work a case study nobody opens does not.