This article is about case studies...

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In the past, everything about case studies has probably made you run far away. They are often dry, generic, or pretty much just a high school pep rally (minus the cool letterman jackets) cheering on a company, product, or solution. But they don't have to be.

Case studies can play a powerful role in one's content marketing strategy. In fact, according to the Content Marketing Institute (PDF), small B2B marketers say case studies are the most effective content marketing tactic they can use.

Good case studies can help to subtly yet persuasively show off products or services. They tell the story of a business problem that your customer had and what you did to help overcome it. Statistics offer tangibility, and quotes from the customer give credibility.

When done right, case studies could win over new customers who are already in the purchase funnel.

It's time to take a different approach to writing case studies so that they're read and shared—and result in more leads.

Here are five things you should keep in mind to create case studies that are less boring and more effective.

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image of Thomas J. Armitage

Thomas J. Armitage is a digital marketer who helps lead content efforts at Site-Seeker Inc. He is also an adjunct professor at Utica College, where he teaches social media and content marketing.

Twitter: @thomasjarmitage

LinkedIn: Thomas J. Armitage