It's not too often that I just post through to another blog entry, but this post on how and why to target case studies to specific customer types was too good to pass up. Most of my clients are so thrilled to get a customer to sit still to be interviewed they barely think about what to focus on in the case study, or have a list of questions focused around the vendor's messaging, not the user's story.

This post clearly explains why, with case studies as with any other collateral, you should begin by thinking of the reader (technical or non-technical? focused on usability or ROI) along with good suggestions on when to ask a customer for a case study, and the all-important and often-overlooked promotion after the case study is done.

Read and enjoy…

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

Filed under: PR/Marketing Trends

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