Case studies can be low-hanging fruit for the marketing manager, but it’s easy to get them wrong and end up with ineffective content posing as a case study.
“I’ve got a series of webinars that are recorded interviews with customers,” the director of marketing said. “I want to have the webinars transcribed, then turn the transcripts [...]
When you hire a marketing communications writer, you should expect a description of her method. Ask for it, and be sure it makes sense to you.
You’re evaluating a marketing communications writer to do a white paper or a case study for you. “So, how do you do this?” you ask her. “What’s your writing process? [...]
In a customer interview, your marketing communications writer can get more out of interviewees or subject matter experts if she can make them think.
Years ago, my boss at the time, a VP of marketing, gave me the secret to working with our infuriating, inscrutable, mercurial CEO:
You’ve got to make him think.
Frankly, I wasn’t adept at [...]
Do you know how powerful customer interviews can be to your content buffet? Have you spent time collecting testimonials and endorsements from your clients?
In its report, “Social Media 10 x 10,” Beeline Labs calls these “the one social strategy with 10x the value of any other social media tactic.”
An eVoc Insights study found that 48% [...]
“We need you to interview the VP of marketing at Zog Systems and write up a case study on how they use our software tools,” said the product manager. To me.
“But if you want a technical case study, why interview the VP of marketing?”
“He’s the interview we can get. Make it work.”
Now, don’t get me [...]
Do you use case studies in your marketing? Have you had good luck in creating them? Are they capturing eyeballs?
I’ll cut to the chase: Interviewing and writing up a customer success story or case study goes well when the customer contact is a clever person, and when the writer, if need be, can get a [...]
When you hire a writer to interview a subject matter expert (SME) or a customer, you have a bit of work to do on both sides of the relationship.
Tell the writer about the interviewee’s specialty and personal characteristics, the kinds of information to elicit, and what you want out of the interview. If I know [...]
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