In a recent Content Marketing Institute webinar (REALLY recent: it’s still going on as I type this), co-presenter Brittany Bowen made the point that the case studies that content marketers produce help prove their worth.
Bowen was speaking about content marketing employees who need to prove their worth to their own organization.
But it also applies to organizations themselves who want to prove their worth to their prospects.
And last but not least, it applies to marketing and writing content-proposal-analysis experts who want to prove their worth to prospect organizations.
Perhaps it’s time for Bredemarket to talk about case studies again. I haven’t discussed case studies in detail in many months.
And perhaps it’s time to reshare Bredemarket’s own case studies. Which were written in April 2023 (I was still at Incode, and only had six questions rather than seven) and desperately need an update.
Technology marketers, do your prospects know who you are?
If they don’t, then your competitors are taking your rightful revenue.
Don’t let your competitors steal your money.
Before I tell you how Bredemarket can solve your technology company’s awareness problem, let me spill the secret of why I’m asking the question in the first place.
The wildebeest’s friend
Normally I don’t let non-person entities write Bredemarket content, but today I’m making an exception.
Sources.
My usual generative AI tool is Google Gemini, so I sent this prompt:
“What are the five most important types of marketing content to create for a technology software company?”
A little secret: if you want generative AI to supply you with 3 things, ask for more than that. Some of the responses will suck, but maybe the related ones are insightful.
In this case I only wanted ONE type of marketing content, but I reserve the right to “co-author” four more posts based upon the other responses.
Of the 5 responses from Google Gemini, this was the first:
“In-depth Problem-Solving Content (Think Blog Posts, White Papers, Ebooks): Your potential customers are likely facing specific challenges. Content that dives deep into those problems and offers insightful solutions (even if it doesn’t directly pitch your product) builds trust and positions you as a thought leader. Think “The Ultimate Guide to [Industry Challenge]” or a white paper on “Navigating [Complex Technical Issue].””
Now you see where I got the idea for the title of this post. Normally I shy away from bombastic words like “ultimate,” but this sage is going a little wild.
So the bot tells me that the most important type of marketing content for a technology software company is short-form or long-form problem-solving content.
Going meta
Let’s get a little meta (small m) here.
If your prospects don’t know who you are, create customer-focused content that explains how your company can solve their problems.
Solving problems.
Now let’s get meta meta.
If you need help creating this content, whether it’s blog posts, articles, white papers, case studies, proposals, or something else, Bredemarket can help you solve your problem.
Let’s talk about your problem and how we can work together to solve it. Book a free meeting via the https://bredemarket.com/cpa/ URL.
(All AI illustrations from Imagen 3 via Google Gemini, of course)
So if I want to be like everybody else, I would use ChatGPT just like everybody else does. After all, I am a human and I need to be loved.
But if I were to use ChatGPT regularly, that would require me to create an account.
And I have too many accounts already.
Why not use the credentials of one of my existing accounts for generative AI work?
Not Everybody Uses the STAR Method
And if you want to send a prompt to ChatGPT, ask it to reformat a story based upon the STAR method.
For the few who don’t know what that acronym means, you’re obviously behind the times because everybody uses the STAR method.
The acronym STAR stands for Situation, Task, Action, Result. You can apply this in many situations: for example, during a job interview, you could describe one of your past accomplishments using this format.
After all, it only takes four steps.
But what if I can accomplish the same, um, result in THREE steps?
Problem
Solution
Result
That’s the format that Bredemarket used when writing a dozen case studies for an identity/biometric client.
And it worked just fine.
The client’s prospects didn’t stop doing business with the client because it didn’t differentiate between the situation and the task, or the task and the action, or whatever.
The prospects wanted, um, results, not a deep outline.
Not Everybody Fails to Differentiate
I’ve railed about a lack of differentiation before, but for some odd reason the billions of workers in the world don’t listen to me.
But if I were to intentionally adopt a yellow website them and wear retro glasses and sing a lot like Ray of Social’s Georgia Williams, that doesn’t mean that I can achieve the same results that she can.
For one, if you call her to have a natter about your mish, she probably won’t talk about wildebeests at all.
But she’s still doing OK.
You need to adopt your own tone of voice. I was just discussing this with a Bredemarket client regarding a critical piece of content that needs to be in the client’s own voice. Not mine. Not Georgia’s.
So communicate your way, use your preferred generative AI platform, and use your preferred storytelling method.
I wanted to share the latter on NextDoor, but that service wouldn’t accept the video.
Thinking the 45 second length was the issue, I decided to create a 15 second version of the Inland Empire video…and a 15 second version of the (50 second) identity/biometrics video while I was at it.
For those of you who would like to”a nice surprise…every once in a while.”
Identity/biometric.
Inland Empire.
By the way, I’m considering creating a new Inland Empire video…with an agricultural theme. (Fruits, not cows.)
Technology marketers, do you need written content?
If you don’t use written content to communicate with your prospects and clients, save yourself some time and stop reading this.
But if you realize that written content is essential for prospect awareness, consideration, and especially conversion…
And if you need someone adept at creating a variety of written content, from blog posts and articles to case studies and white papers to smartphone application content and scientific book chapters…
Bredemarket can help.
Technology marketers, do you need written content?
I have created all of these types of content, plus internal content such as market/competitor analyses and proposal templates. And I can create this content for your company.
Bredemarket 