Most case studies follow one of two main formats. Either a traditional or a feature story format. Each has its advantages.  It’s important for the company to either pick one case study  format and have the writer follow it or have the writer choose one that seems appropriate for the company’s purposes.

Traditional format

The traditional format follows a basic progression and generally uses a set pattern of subheads: Company/customer profile; background; challenge; solution; results.  There can be variations on the exact wording of the subheads and sometimes “challenge” comes first, but it is essentially a set formula.

The main advantage of this format  is that the reader knows exactly what to expect and where to find specific  information.  Company info is here, challenge is there, etc.  This format makes works with   either short or long case studies.

Feature story format

In the feature story format  the same elements appear in generally the same order. However,  the case study reads more like a feature story in a magazine. The lead ( first sentence and paragraph) take you right into the story. It is meant to capture your attention from the beginning and get you engaged as a feature story might do.

Rather than follow a formula, the subheads are more descriptive and story oriented.  They develop the narrative and pull the reader through.

The feature story format is usually more engaging and more interesting to read.  The reader can also glean much of the story by  skimming through the subheads since they are part of the narrative.

The disadvantage of the feature story format  is that they take more skill to write. So the company must make sure to use writers who can communicate the case story in this way.

Whether you use a traditional or feature story it is important to stick to one format  when presenting multiple case stores within a document or web page. The consistency makes it easier for the reader to go through a number of case studies in one sitting and absorb the points the company wants to communicate.

More at case study writer

YouTube has move the descriptions area to right below the video. Taking into account the new space and default data such as date of the video, the area for description is down to about 100 characters or less. All the more reason for video marketers to be succinct and get your important keywords up front in your description

Good media pitches can lead to interviews, stories, articles…lots of the kind of media attention a company wants. Bad pitches lead…into the recycle bin.

Here, PR Newser examines one good pitch and one bad pitch made for the SXSW conference, a major trade conference for music, film and interactiv media. Take a look: http://www.mediabistro.com/prnewser/pitches/sxsw_pr_a_good_pitch_and_a_bad_pitch_154612.asp#more

The Deal Journal “awarded” this press release by Coca Cola with The Most Meaningless CEO Quote in Corporate Press Release Award (of course the year is till young, so it might be surpassed on some point. We’ll keep you posted).

The release was obviously picked over, obsessed on, written and rewritten by a team of attorneys, executives, writers, etc. Here is selection from this corporate masterpiece…

“Consistent with the 2020 Vision, our roadmap for winning together, we act today as an aligned system.Our new North American structure will create an unparalleled combination of businesses, which will serve as our passport to winning in the world’s largest nonalcoholic ready-to-drink profit pool.”

The mind reels.

Needs assessment research is a crucial step to complete before writing a white paper. It will enable your writer to better focus and execute exactly what you’re trying to accomplish. It can also head off many problems that can occur later on in the development of the white paper. Here are the main steps to keep in mind:

1)Identify the primary and secondary audiences.
industry niche, typical title, basic job function, age,

2)What is the objective of the white paper?
Generate leads? Educate? Introduce? Establish market position?

3) What is the main challenge, problem, issue the target audience faces?
GeSince most white white papers use a problem-solution approach this is important to agree upon before even an outline is written. 

4) How does your product/service address this problem/challenge?
While a white paper is not overtly promotional you should  integrate your solution into the main argument. 

5) Who are the key people who must be interviewed?
While company documents and research are important to development of the white paper, interviewing key people to get the company’s perspective is crucial.

6) What is the schedule and timeline?
Make sure all the players involved in the development of the white paper are aware that there is a schedule and deadlines need to be met.