A colleague forwarded me this link earlier today – Surviving an ERP Implementation: Notes from the Field. It’s a great example of content delivered in a “warts and all” way. It reads like a personal diary, and as a result we’re compelled to read on.
In response to this email, another colleague responded, “The chap makes it easy to digest – it doesn’t feel like work. That’s critical for longer content pieces particularly, and where most white papers and case studies let themselves down in our industry. How many people can claim to have actually read an entire Gartner or Forrester white paper?”
By introducing an element of personal story this vehicle is extremely successful at delivering its messages. We want to know what happened, we want to understand the mistakes that were made, we can empathise with the writer.
Food for thought in developing new vehicles for delivering lengthy B2B content.
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We find it difficult to get an approved quote to use, let alone a case study. I can see the appeal of writing a reference like this (I enjoyed reading it!), but how can you persuade a client to go for it?
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