Author Archives: John

Popping the Case Study Question

May 8, 2017 by Leave a comment

In my last essay, I discussed how to secure 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 permission.

So that’s what I’d like to talk about today. If you want your case studies ...

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

April 18, 2017 by Leave a comment

Case studies – or customer success stories – have long been one of the most influential forms of marketing content. In Eccolo Media’s most recent Technology Content Survey Report [i], for example, 33% of tech buyers surveyed ranked case studies among the content assets they found most influential, third only to ...

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Get Your White Paper Project Done Faster

March 14, 2017 by Leave a comment

White papers are among the most difficult and time-intensive of all content marketing projects. Last month, we looked at five reasons why.

But a white paper doesn’t have to take longer that it should. In this article, I’ll offer you six tips, which you, the marketing manager, can use to ...

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5 Reasons Your White Paper Project Will Take Longer than You Think

February 13, 2017 by Leave a comment

It seems like I encounter this problem at least once a year…

Last October 17th, I emailed a client about a possible project. I’d written a white paper for him the previous February to promote a software app, which had been in beta testing at the time. I’d learned his ...

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Brand Storytelling and Case Studies: Four Things Marketers Can Learn from Fiction Writers

January 14, 2017 by Leave a comment

A prospective client contacted me recently about some case studies he had written for his company, a small custom software firm. This prospect – I’ll call him Barry – knew his stories weren’t great, and he wanted to know what it would take to improve them, make them really appealing ...

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