Case studies – love ’em or hate ’em – remain a critical part of the content marketing mix for almost every B2B organization. To some, they may seem stodgy (or dare I say boring?), but CMI research shows more companies are using them – 77% in 2015 – and 58% say they’re effective.
But, let’s be honest. Case-study creators’ opinions probably fall more on the hate-’em end of the spectrum. The tried-and-true formula – challenge, solution, benefit – doesn’t exactly inspire creativity or good storytelling, and the fallback – to pack them full of bad business jargon – can make writing a case study a huge chore.Continue Reading
