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In the first episode of Tech Demand Weekly, we explored the White Paper and how to write one. In this episode we are looking at another favourite of the content marketer’s arsenal, the case study.

According to “the marketing case study is one of the oldest and most venerable examples of content marketing.” Case studies are used in all industries, from your personal trainer’s testimonials at the gym to the governement’s latest Brexit proposal.

Top Rank Marketing Blog says “a case study in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions, and identification of those factors that contributed to failure or success.”

This episode, Charles is joined by Clement Lim, a former journalist and Lawyer from the United Kingdom.

In 2013, Clement decided to switch careers and became a freelance copywriter and content marketer. Clement has worked with CEO’s and marketing executives and has a proven track record of producing outstanding content that increases brand awareness, starts conversations and generates leads. With Clements background in copywriting he was the perfect person to speak to regarding case studies and how to write an effective one.

Inside this week’s episode:

1:46 Where does a case study fit into the overall marketing strategy?

3:22 How have case studies changed in recent years in order to appeal more to the prospect and stand out in the crowd?

6:36 Is it all about the outcome or should you provide more detail on the conflict and why you got involved?

9:48 Selecting the right customer for your case study and how to motivate them to be involved.

16:41 What sort of writing style helps you to present the content in order for it to stand out from the crowd.

22:12 The three main components that should be included in a case study.

24:55 What should you do with your case study once you’ve published it?

30:33 Are case studies still a valuable tool for content marketers in 2018?

You can find more about Clement at his website


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