by Margot Lester | Content & Content Operations, Marketing, Advertising & Promotion
Case studies are a terrific bottom-of-the-funnel asset that creates value higher up, too. Back when I was starting out, one of my first gigs was writing case studies for SAS (read one of the ancient gems). In the intervening 31 years, I’ve developed some techniques...
by Margot Lester | Marketing, Advertising & Promotion
Updated May 2024 We know by now that the best way to get good answers is to ask open-ended questions. But that's there's more to getting the information you need from the people you interview. Folks on the PR side may have a slight edge here, if they've sat in on...
by Margot Lester | Marketing, Advertising & Promotion, Writing/How to Write
Updated December 2023 Year after year, content marketing surveys and other research show that case studies are popular and effective content marketing tools. To write case studies that get results you need a solid framework and focused information. Here's how. Don't...
