Most case studies read like press releases. Here’s how to write ones that actually persuade.
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
A case study is a detailed, evidence-based account of how a specific client or customer achieved a measurable outcome using a product, service, or approach. Case studies are told in narrative form to help prospective buyers understand what results are possible and how they might be achieved in their own context. A well-written case study is one of the most persuasive content formats available to B2B marketers because it combines social proof (‘someone like me has done this’) with specificity (‘here’s exactly what happened and what it produced’).
I’ve written a lot of case studies over the years for clients across industries, in formats ranging from one-page snapshots to 3,000-word deep dives. Over that time I’ve read even more: the ones clients show me as examples of what they want, the ones competitors publish, the ones that show up as thought leadership assets in B2B sales cycles.
The pattern I see most often: case studies written for the company that produced them, not for the prospect who is supposed to be persuaded by them.
Continue reading “How to Write a Case Study That Actually Converts”
Fifteen years ago I interviewed a half-dozen experts about LinkedIn Groups. Here’s how their advice has aged.
In today’s digital ecosystem, content remains king—but only when it wears the right crown.
LinkedIn is, arguably, the most important social media channel for B2B professionals. Originally started as a job search network, LinkedIn has evolved into a gathering place for a wide range of business professionals. Unlike other social media, LinkedIn content is heavily skewed toward the sharing of professional information, although more personal posts have been creeping in recently.
In today’s digital age, where information is abundant and attention spans are fleeting, capturing media attention can be a daunting task. However, with the right strategies and a touch of creativity, thought leaders, business consultants, and authors can rise above the noise and make a lasting impact. In this blog post, we’ll explore some little-known tips and tricks that can help you secure valuable media coverage and increase your visibility. Let’s dive in! 
So you want to be an expert? Seems like just about everybody does these days, and social media makes it relatively easy, and very inexpensive, to take steps to gain expert status, or thought leadership. We work with a wide range of clients, primarily in business-to-business (B2B) related industries, many who are business consultants wishing to establish themselves as thought leaders in various industries. Here are “3 Steps for Gaining Traction as a Thought Leader”: 
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