Use case studies to show prospects that they’re not the only ones who have the problem. And do it with a good story instead of a datasheet. Marketing managers use B2B case studies so that prospects will think, Hmm. If this product can do that for them, maybe we can get it to solve our [...]
Good content should leave your readers wanting more. Really wanting more. What’s the best hook there is? Here’s a new challenge for your marketing communications writer: Come up with a teaser as good as “Did I ever tell you about the time we…” The ultimate hook… Last week I sent e-mail to an old friend, [...]
There’s more to having followers than just pushing tweets back and forth. You have to stick up for them. They expect it of you. Do you feel ownership of, and responsibility for, your followers and customers? Do you want to see what that looks like? The Beach Break Café Everybody who is anybody in Oceanside, [...]
How are you using statistics in your content? Sparingly, I hope. Your readers can remember only so many numbers at a time. Make sure they stick. Industry colleague Renato Beninatto was improvising the answer to a question posed to him at a live presentation when he uttered the most memorable factoid I’ve ever heard: Keep [...]
Separating a case study project into the outline and the body can help you manage the risk that your customer may not approve it. How many times have you wanted to write up a textbook-perfect case study in your organization? Doesn’t it seem like just the kind of piece to populate your content marketing campaign, [...]
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