When JamKazam and Netflix saw huge growth during lockdown, HBO countered with ‘Recommended by Humans’: real people, not algorithms. Here’s why testimonials remain your most powerful marketing tool.
Case studies
Telling thermal stories: how FLIR Systems uses case studies to attract customers
I spoke with FLIR Systems’ marketing director about how case studies power their sales cycle, from approval hurdles to picking the right stories. Practical lessons from a real B2B case study strategy.
From start to finish: How to complete a case study writing assignment, stress-free
Case study writing shouldn’t be chaos. Meet the BRICS method — Brief, Research, Interview, Creation, Sign-off — a simple, repeatable process that takes you from assignment to approved story.
7 things I’ve learned in 15 years of case study writing
Case studies aren’t sexy, but they work, and they’re not going anywhere. Seven honest lessons from fifteen years of writing them, from why interviews matter to why B2B companies need them.
The ‘secret’ high-paying niche every freelance B2B writer should know
Want to earn more as a freelance copywriter? You don’t need more clients, you need a niche. Here’s why case study writing might be the most profitable one you’re overlooking.
Are you a customer storyteller?
Zapier once hired for the job title ‘customer storyteller.’ What does it actually take to do that work well? Five traits every great case study writer needs, from curiosity to persistence.