In the late 1990s, when Ray McCandless was asked to create a public-administration concentration in the M.B.A. program at the University of Findlay, he wanted to include a memorable capstone ...

It’s commonly called "content marketing" but most people I know use content such as case studies more frequently as sales tools in "content selling." During a sales call you learn what a prospect is ...

Here's how to write a case study that showcases the benefits of your product or service and turn visitors into buyers, clients, or customers. Anyone can write nice things about their own brand. But ...

Whether you're part of a big, high-tech marketing automation company or a mom-and-pop shop selling widgets out of your garage, positive user reviews and testimonials are invaluable to your business.

A carefully crafted advertising case study tells potential advertisers how your medium helped a company build their brand or make more sales. Case studies are useful on your website, in print, in your ...

Case studies are like condensed action films—full of characters, plot, and conflict—in which, thanks to your help, the clients get what they want. Part of a case study's persuasive power comes from ...