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 ...
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 ...
A few years ago, I read a book that made a huge impact on my writing business. It helped me establish myself as a white paper expert, and it helped me convince clients to hire me. I'd like to share with you something very useful I found in it.
The ...
White papers…
They're not just for engineers anymore.
In fact, for many years now, even in technology marketing, engineers are neither the most important nor the most receptive audience for white papers.
In a 2009 survey, Eccolo Media segmented their technology buying respondents into two groups: purchasing decision-makers (mainly C-levels, ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
When you subscribe to my
FREE monthly e-zine,
Technical Response.
