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Team Member: Molly Dee AndersonAugust 23, 2012
Marketing MusingsProjectline has a highly streamlined and effective process for delivering case studies to its clients. In this post, project manager Jessie Alan and technical marketing writer Molly Dee Anderson use a respected literary form—the dialog—to illustrate how they work together. Alan: Case study production requires the tricky combination of multitasking and paying careful attention to [...]
March 20, 2012
Marketing MusingsI’ve heard stories about famous writers who refused to have their work edited. Anne Rice, who wrote Interview with the Vampire, is known for a rant on Amazon.com (the original post has been removed, but is preserved on the Internet), in which she writes: “And no, I have no intention of allowing any editor ever [...]
January 24, 2012
Content Development, Customer Evidence, Marketing MusingsWriting a case study is kind of like being Santiago, the aging fisherman in Ernest Hemingway’s The Old Man and the Sea. It takes days to catch an 18-foot marlin, and then once you manage it, the sharks eat it. (That is, your case study goes through a rigorous editing and review process). But you [...]
December 7, 2011
Content Development, Content Strategy, Marketing MusingsIn the content strategy world, experts talk about the tasks involved in creating, delivering, and governing content. What’s rarely discussed is that content experts are usually hired to develop content for one or more stakeholders who work outside of the world of editorial. Those stakeholders—otherwise known as clients—are counting on you to provide the skills [...]
November 2, 2011
Content Development, Marketing Musings, Social MediaI started my writing career before the Internet became widely available. It was only during my final year as an undergraduate that the University of Oregon School of Journalism started requiring students to learn to operate computers. My first computer was a Mac 512K, which was more or less a glorified typewriter. I conducted primary [...]
August 31, 2011
Content Development, Customer Evidence, Marketing MusingsThis is the second installment of a two-part series on customer case studies. The first post looked at the importance of using detail to tell a compelling and credible customer story. In this second post, Molly Dee Anderson, one of the talented staff writers at Projectline, offers 10 practical and insightful tips for conducting customer [...]
August 16, 2011
Content Development, Customer Evidence, Marketing MusingsCase studies are true stories, and true stories communicate credibility. They help readers understand how a product or service works in a real setting. Case studies validate solutions by going into specifics and providing details about a customer’s experience. When you write a case study, you tell a story that helps people imagine scenarios-and they [...]
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