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by Gordon Graham, Editor, SoftwareCEO
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The correct answer, of course, is "that depends."
In any case, don't expect one or two stories to do the job; plan to create fresh stories continuously.
Here are some tips on how to plan out your case study publishing program in a logical way.
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Some experts recommend that you create a case study for every market you target, every product
or service you offerand every key objection you face.
"I really think a company should have a case study for every product and every application of
that product," says case study expert Steve Slaunwhite.
"You can't do enough case studies."
Case study specialist Casey Hibbard of Compelling Cases agrees.
"You need case studies to highlight different add-ons or upgrades,
and a couple that highlight your implementation services—if that's something you're trying to
sell—plus one that highlights your customer support," she says.
In other words, plan to blanket your market with case studies.
Or you can go by an overall rule of thumb to estimate how many case studies you may need.
For example, for a smaller software firm, four to six case studies a year is a good target.
A medium-size firm with a monthly newsletter or e-newsletter may need one fresh case study every month.
And a big software firm with a wide product line across many vertical markets should have new
case studies popping out every couple of weeks.
If you're selling around the world, plan to develop at least one success story for every country
where you do business.
And do more as your market expands.
Also, think hard about translating your case studies before most other marketing materials;
after all, they're probably your most compelling content.
Copyright © Computing Technology Industry Association, Inc. Reprinted with permission.
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