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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7 Special Ingredients that Add Extra Power to White Papers

July 18, 2022 by Leave a comment
7 Special Ingredients that Add Extra Power to White Papers

In my three previous posts, we looked at the various species of white papers and when to use them. Specifically, we examined the three principal white paper archetypes, the best hybrid combinations of the same, and why the numbered list is your best choice when you need a white paper ...

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The White Paper to Create When You Need One Fast

June 13, 2022 by 1 comment
The White Paper to Create When You Need One Fast

What do you do when you need a new white paper in a hurry?

You might need some quick content to promote in your blog or newsletter, or a fresh handout for an upcoming trade show.

Maybe you need to cast doubt on a competitor's hot new offering or ...

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Hybrid White Papers: Dos and Don’ts for Mixing the Three Archetypes

May 17, 2022 by 4 comments
Hybrid White Papers: Dos and Don’ts for Mixing the Three Archetypes

In my previous article, we looked at the three types of white papers identified by Gordon Graham in his book, White Papers for Dummies. In case you missed it, the three archetypes are (1) the backgrounder, (2) the numbered list, and (3) the problem/solution.1

Graham likens each of these archetypes ...

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