As B2B marketers, we're all familiar with the classic structure of a case study:
But is that really all there is to it?
Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...
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 it difficult ...
When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.*
But creating an effective white paper is no easy feat. White papers generally require more research, greater subject matter knowledge, and ...
White papers—as I’ve written many times before—are among the most effective forms of content for marketing technology. They’re highly sought after by tech buyers.
Compared to most other content forms, however, they’re expensive to create. And they won't do their best work if they just sit on your resources page ...
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, businesses need revenue if they’re going ...
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 ...
White papers are among the most effective[i] and valuable[ii] forms of marketing content. Unfortunately, they’re also among the more expensive forms to create.
To squeeze more return from their white paper investment, successful marketers frequently repurpose a white paper’s content in other forms.
You can too.
Colin Kaepernick had seen enough.
That is to say, he had seen too much.
It was August 2016. America was reeling from the recent deaths of Alton Sterling, Philando Castile, Korryn Gaines, and other black Americans killed by police—their deaths captured on eyewitness videos. Black Lives Matter street demonstrations ...
"What's your biggest challenge when creating compelling content?"
When Brian Clark, founder of Copyblogger, asked that question on social media, the most frequent response he received was, “Keeping it original and interesting.”
As a freelance writer and blogger, I can tell you; that's a serious challenge. And it’s not just ...
In my previous essay, we discussed why the traditional sales funnel is no longer a good model for customer acquisition. We then looked at an alternative model called The Circles of Belief (Figure 1)—a representation of customer acquisition that accounts for modern practices like search, social, email, and content marketing.
...
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