Author Archives: John

3 Major Case Study Approval Roadblocks… (and how to get past each)

January 9, 2023 by Leave a comment
3 Major Case Study Approval Roadblocks… (and how to get past each)

When it comes to case studies, credibility is the name of the game. It's a critical ingredient, the main objective, and the key benefit of every case study project.

But if you want the brand credibility that comes from showcasing how you helped a well-known customer achieve success, you must ...

Continue reading...

6 Simple Steps to Gaining Final Customer Approval of a Case Study

December 19, 2022 by Leave a comment
6 Simple Steps to Gaining Final Customer Approval of a Case Study

While they consistently rate among the most effective forms of marketing content with technology buyers1, case studies can be costly to produce. Getting even the happiest of customers to share their stories often requires considerable time and effort. Once they do, there are interviews, writing, editing, review cycles, layout, illustration, ...

Continue reading...

Paving the Way to Success Story Glory:

November 28, 2022 by Leave a comment
Paving the Way to Success Story Glory:

5 Steps to Securing Customer Pre-approval of a Case Study

Case studies—or customer success stories—have long been one of the most influential forms of marketing content. For example, in Eccolo Media’s most recent Technology Content Survey Report 1, 33% of tech buyers surveyed ranked case studies among the content assets they ...

Continue reading...

6 Steps Every Marketing Manager Should Take Before Hiring a Case Study Writer

October 25, 2022 by Leave a comment
6 Steps Every Marketing Manager Should Take Before Hiring a Case Study Writer

I've been writing case studies for clients for nearly a decade. And in my time as a case study writer, I think I've learned what makes for a good customer story.

I've also learned to recognize when one is going to be trouble. By trouble, I mean that either the ...

Continue reading...

Qualifying Case Study Candidates

March 24, 2022 by Leave a comment
Qualifying Case Study Candidates

A Four-step Process for Ensuring Customer Story Success

Case studies are one of my specialties. I write a lot of them for my clients. Recently, though, I had a couple of case study projects that, through no fault of my own, didn't go so smoothly.

Both were for a client ...

Continue reading...
Published in Uncategorized

How to Build a Fast, Easy, Inexpensive, and Effective White Paper Marketing Campaign

March 15, 2021 by Leave a comment
How to Build a Fast, Easy, Inexpensive, and Effective White Paper Marketing Campaign

White papers—as I’ve written many times before—are among the most effective forms of content for marketing technology. They’re highly sought after by tech buyers.

Compared to most other content forms, however, they’re expensive to create. And they won't do their best work if they just sit on your resources page ...

Continue reading...

5 Reasons Why Case Studies are Your Most Effective Content During Times of Crisis

November 11, 2020 by Leave a comment
5 Reasons Why Case Studies are Your Most Effective Content During Times of Crisis

The global economic crisis caused by this year's COVID-19 pandemic has affected companies and workers in all sectors.

Workers with less money to spend are more hesitant about spending it. The same is true of businesses. But just like workers need to be paid, businesses need revenue if they’re going ...

Continue reading...

7 Tips for Building a “Perfect” Case Study

October 11, 2020 by Leave a comment
7 Tips for Building a “Perfect” Case Study

Let me begin by saying this: there is no such thing as the perfect case study. Every piece of content is going to have its flaws. Besides, a case study doesn’t have to be perfect to be effective.

What I mean by a “perfect” case study is one that fully ...

Continue reading...

How to Repurpose a White Paper as a Trade Journal Article

September 5, 2020 by Leave a comment
How to Repurpose a White Paper as a Trade Journal Article

White papers are among the most effective[i]  and valuable[ii] forms of marketing content. Unfortunately, they’re also among the more expensive forms to create.

To squeeze more return from their white paper investment, successful marketers frequently repurpose a white paper’s content in other forms.

You can too.

Getting maximum return ...

Continue reading...

What Colin Kaepernick Can Teach Content Marketers About Building an Online Audience

July 12, 2020 by Leave a comment
What Colin Kaepernick Can Teach Content Marketers About Building an Online Audience

Colin Kaepernick had seen enough.

That is to say, he had seen too much.

It was August 2016. America was reeling from the recent deaths of Alton Sterling, Philando Castile, Korryn Gaines, and other black Americans killed by police—their deaths captured on eyewitness videos. Black Lives Matter street demonstrations ...

Continue reading...
Published in Content Marketing