Comments on: Case Study or White Paper? http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/ Everything about writing and marketing white papers Wed, 08 Feb 2012 16:35:05 +0000 http://wordpress.org/?v=2.3.1 By: Rich Guy Miller http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-61631 Rich Guy Miller Mon, 02 Mar 2009 22:11:24 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-61631 Very interesting discussion. I did not see it mentioned that psychologically case studies can grab someone who is looking for quick confirmation of a previously reached conclusion OR be embraced by someone looking for resolution somewhere else in their lives. Case studies, though they are called such in many different forms as are white papers, are not known for being particularly objective. They are success stories tied to a product, brand or service. I think the place for white papers is anytime, such as after a subjective presentation, that we need to appear to be seeking objective information. Sales are still emotional events and the rationale, be it a white paper or a case study, is offered to help one justify to someone else the reasons behind the decision. This doesn't quite answer which format is better in a doctor's office, partly because we have no clue where in the buying process the reader is. Very interesting discussion. I did not see it mentioned that psychologically case studies can grab someone who is looking for quick confirmation of a previously reached conclusion OR be embraced by someone looking for resolution somewhere else in their lives. Case studies, though they are called such in many different forms as are white papers, are not known for being particularly objective. They are success stories tied to a product, brand or service. I think the place for white papers is anytime, such as after a subjective presentation, that we need to appear to be seeking objective information. Sales are still emotional events and the rationale, be it a white paper or a case study, is offered to help one justify to someone else the reasons behind the decision.
This doesn’t quite answer which format is better in a doctor’s office, partly because we have no clue where in the buying process the reader is.

]]> By: Ntarugera François http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-60767 Ntarugera François Fri, 31 Oct 2008 11:28:21 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-60767 Mike: There are more to talk about when it comes to White paper and case study. I personnaly, I know White papers are just there and what they have it is just there easy to assess. Nothing more unless you have more you can refer to! Ntarugera François Mike:

There are more to talk about when it comes to White paper and case study. I personnaly, I know White papers are just there and what they have it is just there easy to assess. Nothing more unless you have more you can refer to!

Ntarugera François

]]> By: Casey Hibbard http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-59286 Casey Hibbard Sun, 18 May 2008 23:00:21 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-59286 You hit the nail on the head, Pavlo. I don't think Google search results are the best indicator of case study vs. white paper popularity. If you actually run that search, you get medical case studies, education case studies, and business-school case studies, case studies in psychological disorders, etc. - not marketing success stories. The term "case study" is so loaded. Actual studies of usage are few and far between, but there have been several insightful surveys in the past couple of years that Michael has shared. Thanks for the ongoing discussion! You hit the nail on the head, Pavlo. I don’t think Google search results are the best indicator of case study vs. white paper popularity. If you actually run that search, you get medical case studies, education case studies, and business-school case studies, case studies in psychological disorders, etc. - not marketing success stories. The term “case study” is so loaded.

Actual studies of usage are few and far between, but there have been several insightful surveys in the past couple of years that Michael has shared.

Thanks for the ongoing discussion!

]]> By: Pavlo Red'ko http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-59279 Pavlo Red'ko Fri, 16 May 2008 12:16:29 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-59279 Good discussion. I would only disagree with Mary McCauley-Stiff in notion "The case study wins again!". The term 'case study' is used to describe different tools: for b2b marketing cases, educational cases, evaluation cases in employment etc. That is why Google tracks more cases than white papers. Good discussion. I would only disagree with Mary McCauley-Stiff in notion “The case study wins again!”. The term ‘case study’ is used to describe different tools: for b2b marketing cases, educational cases, evaluation cases in employment etc. That is why Google tracks more cases than white papers.

]]> By: Kansan http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-58454 Kansan Wed, 30 Jan 2008 22:43:35 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-58454 Casey I couldn't agree more with Michael. Keep up with god work... Thanks Casey I couldn’t agree more with Michael.
Keep up with god work… Thanks

]]> By: sinu http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-58304 sinu Fri, 11 Jan 2008 12:32:27 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-58304 here are given a few useful explanations about the difference between white papers and case studies. In my case for a long time it's been a major perplexity for me. Now, I am able to write a good white paper and also a case study. Thanks a lot here are given a few useful explanations about the difference between white papers and case studies. In my case for a long time it’s been a major perplexity for me. Now, I am able to write a good white paper and also a case study. Thanks a lot

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-16036 Michael Stelzner Mon, 09 Apr 2007 19:36:36 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-16036 Casey - Thanks for adding your thoughts and insight to this discussion! - Mike Casey - Thanks for adding your thoughts and insight to this discussion! - Mike

]]> By: Casey Hibbard http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-16035 Casey Hibbard Mon, 09 Apr 2007 18:24:43 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-16035 Very interesting discussion! A few more thoughts on the topic... As a case study specialist, I see companies using case studies and white papers in all phases of the marketing/sales cycle. While there are some general rules about when to use certain tools, I really believe that buyers are largely self-directed these days. They go to the Web site of a company they have heard about, and choose from any number of tools for learning about a solution - webinar, white paper, case study, collateral, etc. Just as we have heard that everyone learns differently, I think people also educate themselves in the buying process differently as well. Some will go right for the white paper while some will choose to hear it in story format. One client of mine takes up 1/4 to 1/3 of the real estate on its home page with a photo of a person and engaging teaser copy that indicates company x saves a certain number of hours on patch management, etc. This links to a 2-page case study about the customer featured on the main page. This is continuously rolling with different customers. It's very engaging for brand-new visitors to the site. An early use is also in PR. A trade publication features company X solving a problem and here's how. That piques the reader's interest, who then goes and looks for more supporting documentation, like a white paper. However, other clients bring case studies in only during the sales process - with the opportunity to show a case that's exactly tailored by industry and type of solution to the customer being pitched. Likewise, I have customers using white papers in lead-gen or later on when they have to make the case to the execs or build their business case for purchasing a solution. Also, white papers talk about benefits across a wider segment (helping buyers see the business case), while case studies show results with one company (that might have similar and very specific challenges and usage needs as the buying company). As a buyer, you need to see both. Depending on the level of decision-maker and their own buying process, some will want to read one while some will start with the other in the doc's office. Very interesting discussion! A few more thoughts on the topic…

As a case study specialist, I see companies using case studies and white papers in all phases of the marketing/sales cycle. While there are some general rules about when to use certain tools, I really believe that buyers are largely self-directed these days. They go to the Web site of a company they have heard about, and choose from any number of tools for learning about a solution - webinar, white paper, case study, collateral, etc.

Just as we have heard that everyone learns differently, I think people also educate themselves in the buying process differently as well. Some will go right for the white paper while some will choose to hear it in story format.

One client of mine takes up 1/4 to 1/3 of the real estate on its home page with a photo of a person and engaging teaser copy that indicates company x saves a certain number of hours on patch management, etc. This links to a 2-page case study about the customer featured on the main page. This is continuously rolling with different customers. It’s very engaging for brand-new visitors to the site. An early use is also in PR. A trade publication features company X solving a problem and here’s how. That piques the reader’s interest, who then goes and looks for more supporting documentation, like a white paper.

However, other clients bring case studies in only during the sales process - with the opportunity to show a case that’s exactly tailored by industry and type of solution to the customer being pitched.

Likewise, I have customers using white papers in lead-gen or later on when they have to make the case to the execs or build their business case for purchasing a solution.

Also, white papers talk about benefits across a wider segment (helping buyers see the business case), while case studies show results with one company (that might have similar and very specific challenges and usage needs as the buying company). As a buyer, you need to see both. Depending on the level of decision-maker and their own buying process, some will want to read one while some will start with the other in the doc’s office.

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-15800 Michael Stelzner Tue, 27 Mar 2007 13:36:38 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-15800 Hi Everyone; Just wanted to let you know a brand new study about white papers and case studies was just released. Check out the discussion here http://www.writingwhitepapers.com/blog/2007/03/27/major-white-paper-study/ I welcome your comments. Mike Hi Everyone;

Just wanted to let you know a brand new study about white papers and case studies was just released.

Check out the discussion here http://www.writingwhitepapers.com/blog/2007/03/27/major-white-paper-study/

I welcome your comments.

Mike

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-13266 Michael Stelzner Tue, 27 Feb 2007 22:35:57 +0000 http://www.writingwhitepapers.com/blog/2007/02/15/case-study-or-white-paper/#comment-13266 Bingo! We have a winner! The lady from Texas :) The debate is what this was all about. Thanks for joining the discussion. Mike Bingo!

We have a winner! The lady from Texas :)

The debate is what this was all about.

Thanks for joining the discussion.

Mike

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