Last year, one of my long-standing clients hired me to write a new case study. From their very brief creative brief, the project seemed to be one of their typical customer success stories. I bid the job accordingly.
As I was conducting my background call with my client’s service reps, ...
In a previous article, I discussed securing customer permission for a case study project. One thing I didn’t cover in that article, however, due to its length, was WHEN to request that case study permission.
So that’s what I’d like to talk about now. If you want your case studies ...
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 ...
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, ...
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 found most influential, third only to product data sheets and ...
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 ...
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 ...
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 ...
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 ...
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 ...
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