Compelling customer video testimonials are an important part of any modern marketing campaign. Yet superior case study video interviews require equal parts planning and magic. In a YouTube world, how do you capture the best customer sound bites on camera? Before I learned to interview customers on camera, I hired experts. I watched and learned. After working […]
We love to give our clients what they want, and sometimes that means coming up with creative ways to help them do more with a smaller budget. To help clients spend less, we’ve found ways to modify the asset format, change the approach (they do more work—we do less), or decrease the number of drafts […]
Most of our large tech clients know that we create content for both enterprise and SMB (both small and midsized business) audiences. You may not know that we also specialize in partner marketing content—it’s a huge part of our business! For Demandforce—a San Francisco-based technology firm that helps SMBs better market themselves to consumers—we’ve recently […]
There’s no “right way” to hire the Content Bureau. We can help you create content that you don’t want to (or can’t) do in-house. Read these two case studies to find out why talented marketers choose to work with us.
Superior case study video interviews require equal parts planning and magic. Read these tips for making your customer video testimonials compelling.
Case studies are among the most versatile B2B marcom assets around. Read this post to learn how they can add value anywhere in your target buyer’s journey through the sales funnel.
Starting a new customer reference program? Refreshing your site’s portfolio of customer stories? Find out how a simple matrix can help ensure your case studies meet your marketing objectives.
It’s really hard for me to write in the negative—I’m much more comfortable with “carrot” than “stick”—but will do so to make an important point. Marketing communications projects do fail, often for simple reasons that can be avoided. Failure in my book means that a project stalls or never finishes, greatly exceeds the original budget, […]
You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, […]
Once upon a time, it was a Mad Men world. Marketers worked by instinct, making enormous up-front investments with no clue whether campaigns would succeed or fail. Agencies grew more based on the thickness of their Rolodexes and their persuasiveness in pitch meetings than on their ability to drive clients’ bottom lines. Today, by contrast, […]