Case Studies, Content Marketing, White Papers
I recently attended a very large software conference, and I’m amazed at how the landscape has changed since I first started covering B2B technology. Back in the day, every booth was stocked with conference content: case studies, white papers, and brochures on a...
Case Studies, Content Marketing, Hiring a Writer, Uncategorized, White Papers
A lot happened on this blog in 2016. I wrote a lot of content marketing blog posts, ranging from segmentation to hiring freelance writers. Along the way, I talked about strategy and specific pieces of content that boost content marketing campaigns. Here are the...
Case Studies, Uncategorized
As a case study writer, I do have a case study process. I write dozens of case studies per year, mostly for B2B technology companies. The more I do it, the more I’ve managed to refine my process. If you’re working with me, here’s what usually...
Case Studies, Content Marketing, Uncategorized
Content marketing and storytelling get bundled together. But there’s something that will leave your storytelling dead in the water. Can you spot the holes in your content ships? Tell me if what I heard last week sounds familiar. Last week, I attended a...
Case Studies, Uncategorized
Case studies are stories: your customers have overcome a challenge with your product, and they’re able to speak to how great life is now that Widget 2.0 has automated billing or captured more of their inventory. So what goes into a good story? The anatomy of a...
