What’s the Difference Between Copywriting and Content Writing?

January 29, 2024 by Leave a comment
What’s the Difference Between Copywriting and Content Writing?

As a freelancer, I get lots of emails inquiring about my services. Some of these inquiries cite a need for copywriting. Others are requests for content writing. In my conversations with these prospective clients, however, I often find they’re seeking the very same services.

So, are there differences between copywriting ...

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8 Ways to Leverage Case Studies in Your Other Marketing Content

June 24, 2023 by 2 comments
8 Ways to Leverage Case Studies in Your Other Marketing Content

For years, technology buyers have consistently ranked case studies among the most consumed and influential forms of marketing content.1

And they remain highly influential today.

Recent research by the Content Marketing Institute found that two-thirds of the marketers they surveyed used the tactic. What's more, 36% of them got ...

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How to make sure your case studies attract your target prospects

May 23, 2023 by Leave a comment
How to make sure your case studies attract your target prospects

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, ...

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Popping the Case Study Question: When to approach customers about documenting their success stories

February 22, 2023 by Leave a comment
Popping the Case Study Question: When to approach customers about documenting their success stories

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 ...

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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 ...

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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, ...

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Paving the Way to Success Story Glory: 5 Steps to Securing Customer Pre-approval of a Case Study

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 found most influential, third only to product data sheets and ...

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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 ...

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5 Big Benefits White Papers Offer Technology Marketers

September 26, 2022 by Leave a comment
5 Big Benefits White Papers Offer Technology Marketers

For years, technology buyers have consistently named white papers among the content they find most helpful and influential when researching a purchasing decision. And while the technology marketer's content arsenal has expanded significantly over the last fifteen years or so, white papers remain among the most sought-after, most influential, and ...

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How to Introduce Your Solution in a Problem/Solution White Paper

August 21, 2022 by Leave a comment
How to Introduce Your Solution in a Problem/Solution White Paper

When writing a problem/solution white paper, you always want to start with the problem your prospect has—the problem your product or service was designed to solve. You work toward your solution from there, rather than starting from the solution itself.

Beginning your white paper with a problem discussion places readers ...

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