Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)
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 ...
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 ...
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 ...
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 ...
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 ...
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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