by John Cole | Jun 13, 2021 | Collateral, B2B Copywriting, Content Marketing, Technology Marketing, Case Studies, Lead Generation
As B2B marketers, we’re all familiar with the classic structure of a case study: CustomerChallengeSolutionResults and Benefits But is that really all there is to it? Many marketing managers and copywriters seem to think so. Search through the resource pages of...
by John Cole | May 10, 2021 | Content Marketing, Technology Marketing, Case Studies, Lead Generation, Headlines & subheads, Collateral
Are you using customer case studies in your marketing mix? If so, let me ask you this: Are your website visitors reading them? I ask because I find a lot of technology company websites don’t make it easy for visitors to find and download case studies. Why make...
by John Cole | Nov 11, 2020 | Content Marketing, Case Studies
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,...
by John Cole | Oct 11, 2020 | Content Marketing, Case Studies
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 meets its...
by John Cole | Oct 23, 2019 | Case Studies, Lead Generation, Collateral
When I first posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager: “One item I would add to your list: Industry-specific publications...
by John Cole | May 23, 2018 | B2B Copywriting, Content Marketing, Case Studies
We’re used to treating B2B buyers as rational beings. We think of them making purchases for sound business reasons. In our marketing content, we appeal to their rational minds with logic. But just like the rest of us, B2B buyers are human. They make purchases –...