I love case studies. As a journalist, I loved interviewing people and helping them share their stories. So, I naturally take that same approach when crafting engaging customer stories, too. You'd think that everyone would take that approach. But, unfortunately, you'd be wrong.

Instead, it appears that even amongst people who say they want to write truly innovative and compelling case studies, there are a few really silly hurdles getting in the way:

1. An SME expects the case study to regurgitate brand messaging, verbatim.
2. The writer never gets to talk to the customer (or even read a transcript of an interview with the customer).
3. Someone has decided case studies should be no more than 300 words long and told in the third person.

These three elements are a recipe for creating the most bland, unappealing, and ineffective case studies.

I've probably written (or rewritten) more than 100 customer stories or case studies over the past seven years. So, I've been tasked with fixing a few broken customer reference programs and case study processes. And it's actually pretty simple, in my opinion, to ensure every case study you publish is a good one (they can't all end with the customer getting teary-eyed over how much they love your brand.)

Here's my simple checklist for making your next case study connect with your customers:

• Start by asking the right person at the right time. Your interviewee needs to have been a customer long enough to have results to share, and be senior enough to have (or be able to get) permission to do the case study.
• Prep for your conversation. Even if you have an interview guide with set questions (and if you don't, start with my case study interview questions), you want to ask them in a way that shows you understand the customer's context. Talk with their customer success person and sales contact to get the scoop before your conversation.
• Keep the focus on them—not on your brand. Don't kick off your interview by asking them what they like about your brand or product. Instead, start by asking them about the problem they had and how they solved it.
• Write the piece in their voice. Don't summarize everything they say—use their literal words! Quote them liberally throughout, or give them the byline if it's a customer story blog.

That's it. That's my entire checklist. I told you it was simple!

Now, get out there and start having conversations that show your customers—and your brand—in an authentic light.

Coming Up on #ContentChat

Content Chat is my weekly LinkedIn live video chat focused on sharing expertise and ideas amongst the content marketing community. Join the conversation on Mondays at noon Pacific / 3 p.m. Eastern. Be sure to mark your calendar to join the #ContentChat community and me for these upcoming guests:

• TODAY on #ContentChat, we’re joined by Brooke Sellas, founder and CEO of B Squared Media, to discuss how social listening strengthens your content marketing strategy. We’ll explore how you can start a social listening program to learn which topics your community is passionate about, including tools you can use, how to approach dark social, and more.
• Next Monday (March 25) on #ContentChat, our guest is brand strategist Kate DiLeo, who will share her secrets for laying a brand foundation for successful content marketing. We’ll discuss how to create a differentiated brand voice that helps you stand out from your competitors, including ways to learn more about your ideal audience to tailor your messaging.

​Get Involved with #ContentChat

Want #ContentChat on your calendar? Use this link to follow our calendar, so you never miss a chat.

We're booking guests for H2 2024—send us your pitch!
​Are you a content marketing practitioner, author, or consultant who is interested in being a guest for an upcoming edition of #ContentChat? We’d love to see your topic pitch via our Content Chat guest submission form.

Content Marketing + Related Jobs

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​Content Writer, Minuttia.
​Minuttia is a content marketing agency providing content creation, content marketing audit, digital PR, and SEO services for B2B clients. The agency is hiring four content writers to support its client needs. This role is remote.

​Content Marketing Strategist, Peapod Digital Labs.
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​Director, Global Content Marketing, Illumio.
​Illumio is a leader in zero-trust segmentation, helping companies secure their digital infrastructure in hybrid environments. The brand seeks a director of global content marketing to create and execute its editorial calendar, which will encompass thought leadership articles, blog posts, reports, contributed articles, videos, and podcasts. This role is based in Sunnyvale, CA.

​Senior Digital & Content Marketing Manager (Public Sector), Palo Alto Networks.
​Palo Alto Networks is a leading cybersecurity brand that helps companies secure any cloud, automate security operations, and stop zero-day threats. Its team is hiring a senior digital and content marketing manager to partner with its public sector team on marketing campaigns focused on solidifying its leadership position in cybersecurity. The role will be based in Washington, D.C.

​Content Marketing Manager, Blackpoint Cyber.
​Blackpoint Cyber, founded by former National Security Agency cyber operations experts, provides cybersecurity threat hunting, detection, and remediation technology. The brand seeks a content marketing manager to collaborate with sales, product, and marketing teams to fuel the content engine, including campaign performance measurement and optimization. This role is remote.

​Content Marketing Writer, Technology, Arm.
​Arm designs technology powering AI and global computing, from data centers to smartphones. Its team is looking for a content marketing writer with a passion for technology to drive an audience-first approach to content creation across blog posts, podcasts, social posts, and more. This hybrid role is based in San Jose, CA.

​Manager, Content Marketing, Invesco.
​Invesco is one of the world’s leading asset managers, helping investors achieve their financial objectives. The company is hiring a content marketing manager focused on alternatives and private markets in North America. The role is based in NYC or Atlanta, GA.

Are you hiring? We can help!

If you have a content marketing contract position, full-time job, or freelancer opportunity, reply to this email and let us know. We are always happy to share jobs with the community at no cost.

SEEKING RECOMMENDATIONS! Share your favorite marketing books

Last call for book recommendations! We’re preparing our updated list of great books for marketers and don’t want to miss your favorites. Reply to this email with your favorite marketing, business, or content creation books. (Yes, if you’ve authored a new content marketing book, let us know—we’d love to include you.)

ICYMI

​Cultivating Diverse Inspirations for Content Marketing Ideas.
​No one is looking to read more of the same old, boring, uninspired branded content. But how can you break out of your rut to come up with innovative ideas that will break through (and can drive actual business results)? Get inspired in this #ContentChat recap with the delightful Maureen Jann, who shares her secrets for coming up with fun and engaging content marketing ideas.

​Enterprise Marketers Leading With Strategy in 2024 [New Research].
​Hot off the press! Content Marketing Institute has published its 2024 enterprise content marketing research. Dig into its findings from 333 enterprise marketers, including where they are with AI adoption, what their employee turnover is trending at, and the surprising channels they are relying on most to distribute their content.

​Is Your Thought Leadership Stuck in ‘Mutually Assured Irrelevance’?
​New research from Edelman and LinkedIn found most “thought leadership” doesn’t inspire much thought. The finding gave me a giggle, but it’s not too surprising. Yet, when it’s done well, thought leadership content strongly influences sales and pricing. To help you make the most of thought leadership content, Content Marketing Institute’s Robert Rose explores what makes for engaging thought leadership and how to create an effective thought leadership approach.

​Elevate Your Online Presence With a Brand Website Refresh.
​Navigate your next brand website overhaul confidently using the tips shared in this #ContentChat recap. Our own site’s web designer, Wendy Kramer, and I discuss how to manage a website refresh, including how to plan the revamp, advice for choosing a CMS, and solutions to the inevitable hurdles you’ll face.

​Change This X/Twitter Setting Now to Avoid Junk Calls.
​DYK, the site formerly known as Twitter, lets anyone you follow call you and see your IP address by default? Even if you’ve abandoned the channel, you’ll want to log into your account and change this frustrating feature ASAP. Add this to the list of terrible decisions at Twitter since the Musk takeover.

​17 Must-Have Elements of Your B2B Content Brief.
​Content briefs are tragically underused and misunderstood. I consider them a must-have to help your team empower its content creators (internal or external) and ensure your content covers all the bases it needs to. This checklist on MarketingProfs offers 17 elements your brief should include. You can also copy my team’s free content planning form and customize it to your liking!

​How to Choose the Best Content for Your B2B Customer’s Journey.
​It’s understandable why many teams create content aligned with the sales funnel. However, the one-size-fits-all approach often focuses too much on format and not enough on function. In this blog post, my friend and colleague Carmen Hill explains why the funnel formula falls short and shares her method to develop a better content strategy.

Until next time, stay safe and be well!

Cheers,

Erika

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​Erika Heald, Founder & Lead Consultant​
​Erika Heald Marketing Consulting​
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LinkedIn: www.linkedin.com/in/erikaheald​
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