Marketing newsletter--use case studies for marketing, SEO

The Case for Case Studies

Recently I read that high-tech decision makers--those people in charge of buying technology for their companies--have changed research tactics. Where before they'd read reviews to find out what neutral journalists had to say about products, now they're going to straight to vendors' Web sites to learn more.

Even if you're not selling software, this trend still means something for your business. It means your buyers are looking for content from you. Real, factual, helpful content--not sales speak. And it means you need to offer them the content they want.

A great way to offer this content and educate potential customers is through case studies. I admit, a case study sounds like a dry, tortuous read-something you'd struggle through in a lifeless, boring college text book. But done right, it can be intriguing, offer a compelling argument and act as a neutral endorsement.

Case studies are easy
They're not the kind of writing that makes you break out into a sweat or resort to Twinkies for lunch. Case studies are slam dunks. Done right, they're straightforward. In fact, getting clever might jeopardize your credibility. To write great case studies, all you need are stories to tell and customers who'd love to be written about. (Which would be all your customers!)

Once you've written one, put it to use in multiple ways (because we're very much about reusing content!). A case study can be:

• Posted on your Web site (helps with SEO too!)

• Emailed as helpful information

• Linked to from your e-newsletter

• Printed for use as a leave behind

• Included in your media kit

•Used as an enticement: "Sign up for our newsletter and get a free case study!"

•The basis for an article in a trade publication

•Elaborated on to become a white paper

I confess, we don't have any case studies on our site yet. But we are working on three of them as I type this! (You wouldn't think it would be so hard for writers to find time to write.) And I've got plans for more, promise. If you don't see them popping up on our Web site soon, you have permission to get on my "case." (Couldn't resist...)

Until next month!

Sharon

This month's challenge

Think of a noteworthy project you've done for a customer. Quickly jot down their challenge, your solution and the results. There, you just started your first case study! Now, get it up to about 300 words and you're ready to go!

And if you like what you read and know someone else who could use some monthly marketing insight, just click on the envelope to forward this to a friend!

June 2005

Case studies
Your challenge
Recommended read
About

The Case for Case Studies Recently I read that high-tech decision makers--those people in charge of buying technology for their companies--have changed research tactics. Where before they'd read reviews to find out what neutral journalists had to say about products, now they're going to straight to vendors' Web sites to learn more. Even if you're not selling software, this trend still means something for your business. It means your buyers are looking for content from you. Real, factual, helpful content--not sales speak. And it means you need to offer them the content they want. A great way to offer this content and educate potential customers is through case studies. I admit, a case study sounds like a dry, tortuous read-something you'd struggle through in a lifeless, boring college text book. But done right, it can be intriguing, offer a compelling argument and act as a neutral endorsement. Case studies are easy They're not the kind of writing that makes you break out into a sweat or resort to Twinkies for lunch. Case studies are slam dunks. Done right, they're straightforward. In fact, getting clever might jeopardize your credibility. To write great case studies, all you need are stories to tell and customers who'd love to be written about. (Which would be all your customers!) Once you've written one, put it to use in multiple ways (because we're very much about reusing content!). A case study can be: • Posted on your Web site (helps with SEO too!) • Emailed as helpful information • Linked to from your e-newsletter • Printed for use as a leave behind • Included in your media kit •Used as an enticement: "Sign up for our newsletter and get a free case study!" •The basis for an article in a trade publication •Elaborated on to become a white paper I confess, we don't have any case studies on our site yet. But we are working on three of them as I type this! (You wouldn't think it would be so hard for writers to find time to write.) And I've got plans for more, promise. If you don't see them popping up on our Web site soon, you have permission to get on my "case." (Couldn't resist...) Until next month! Sharon This month's challenge Think of a noteworthy project you've done for a customer. Quickly jot down their challenge, your solution and the results. There, you just started your first case study! Now, get it up to about 300 words and you're ready to go! And if you like what you read and know someone else who could use some monthly marketing insight, just click on the envelope to forward this to a friend!	June 2005 Case studies Your challenge Recommended read About Recommended Read for June The MarketingProfs.com newsletter serves up a wide variety of well-written, easy-to-read articles each week. Depending on what you do and what interests you, you'll probably end up reading only one or two per issue. But it's one of the few online publications that I make sure to at least open and skim, no matter how chaotic it is around here! It's also a great source for articles I can forward to clients and prospects as "pings." (Have a marketing book you love? Feel free to recommend your favorites.) Who is Sharon? Sharon is the president of We Know Words, a sustainable marketing communications firm helping you connect with your past, present and potential customers. Being a woman of many opinions--and words--she writes the Marketing Monthly as a way to have her say. Besides, she loves newsletters.
What's up with the flower? It's just us. Fresh, flourishing, cheerful and it ties into our job: Helping clients grow their businesses through an effective mix of off- and on-line marketing. Besides, it's fun! Have you seen it plastered all over our Web site?