Content writing – Industry reports: white papers, and case studies

It almost goes without saying that industry reports in the B2B sector are designed to establish proof, build trust, and establish your leadership in the market. The more complex the solution the more important a case study can be, and the more competitive the marketplace, the more valuable a whitepaper can become.

But writing case studies and whitepapers is hard.

You need to gather and understand information from the entire team
  • By working with a specialised content writing agency like Etymon we’ll ease your burden as we’re focused and familiar with the tech, B2B and finance sector so we can help you talk to multiple teams.
You need client consent to use their confidential results
  • While we data and numbers are indeed critical for credibility, there are ways to achieve social proof without revealing your client’s identity. We know how to insert little flags of humanity which boost credibility.
You need to appeal to multiple types of buyer personas.
  • If you have defined buyer personas for each industry that you serve, we can tailor your reports, so they are unique for each audience. Our agency is familiar with writing to different buyer persona’s.
You need time to consult your client for results and testimonials.
  • Since our agency can help gather information from your team, identify ways to achieve social proof and tailor the content to different persona’s, you’ll find you have more time to consult your clients.

Writing case studies
The Etymon way

If your potential buyer is seeking a case study, that means you’re close to a sale. They want to see how your solution has been implemented and the result. To convince your buyer your case study needs to answer those questions without being text-heavy.

  • We usually advocate for storytelling but at this point in the game, creating suspense in a case study isn’t a wise move – your prospect wants proof, and they want proof fast.
  • Most case studies follow the problem, solution, results, customer quote structure. We recommend it as it’s logical, easy to follow and designed for a buyer who’s seeking facts.
  • The best way to show proof is via numbers. That means actual metrics, or percentages of the time/dollars your solution has saved/earned.
  • It’s important to respond to the right audience needs with multiple case studies. After all, someone in IT will respond to different messaging than someone who works in finance.
  • There will always be some readers who prefer numbers, and others who prefer context. That’s why we recommend supplementing your case study with a whitepaper.

Writing whitepapers
The Etymon way

Instead of listing the “problem” and “solution,” we need to show the reader the bigger picture. To fast-track buyer’s decision-making processes, a whitepaper needs social proof, big-picture stories, emotional connection, and of course, data.

  • We set the scene by providing context on the wider market challenges and opportunities, and we outline why existing solutions are not meeting that need or addressing that gap.
  • We not only describe the problem but illustrate the failed attempts your existing clients had and showcase the struggle the industry is facing in reaching the promised land.
  • As the story unfolds, we show how the features of your product get people to the promised land. We show how adapting to your solution results in a positive future.
  • By the end of the story, your buyer can grasp how your company was the saviour, and we cement this by presenting evidence that you can make the story come true.
  • We summarise main points in the beginning and provide easy to navigate sub-headers so a reader who does not need the whole context can zoom in on parts of interest.

Other writing tips for formal business report writing

It’s human nature to prefer to think about easy things rather than hard things, this is known as cognitive fluency, and it can impact a buyer’s willingness to convert. In fact, the easier it is to understand, the higher the trust. The Boston Globe explains it as: Easy = True. That means we need to choose words with care.

Always write for skim readers as human attention spans are short. The less information the reader needs to process, the more cognitive resources they have for taking the next step and clicking the call to action. We often find that three paragraphs can be transformed into a few easy-to-read sentences.

Get rid of jargon and always write the simpler word. So, instead of ‘purchase’, we use ‘buy’, instead of ‘complimentary’, we use ‘free.’ If you write how people talk, they will be able to remember your message and talk about you to others. Word of mouth is still the holy grail in the marketing world, always has been, always will.

We always put the results upfront and explain the how and the why secondary. Why? Because numbers are attention-grabbing. They are easier to understand, more convincing, and they help set the framework, making it easier for the reader to understand the why.

Don’t forget the CTA

We often see the ending of an industry report or case study rushed and incomplete. It’s important to summarize the end – what happened, what was achieved, – and then conclude the report with a call to action that helps guide the potential customer to the next logical step in the buyer’s journey.

In-fact mid-report CTA’s are also commonly overlooked. The point of the case study is to gain new clients, so you need to tell your reader what you want them to do next and give them options mid-report to take action early.

There are a lot of things to consider after writing case studies and industry reports. Even after the writing is done, regular promotion is necessary to ensure your hard work does not go unnoticed.

We understand the challenges for tech startups

FAQ’s about our content writing services for industry reports

We’ve written case studies, whitepapers and industry reports for the below companies and edited for many others.

Email us your existing case studies and industry reports at
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