*** A quick note: I put together a Guide to Content Marketing for Emerging Technical Niches that summarizes what I’ve been writing about on this newsletter.
I like the idea of using core stories as storytelling frameworks. Although they use the same software, several companies will likely achieve distinct but differing outcomes. So, a case study may only speak to one or more of those outcomes, but not all the impacts the software can help customers achieve.
It can be tasking to obtain multiple case studies that speak to different angles, and even then, they are single pieces of content. Depending on the narrative, you could still repurpose the content in case studies for other pieces. I love what you mentioned - "A core story is designed to give you the best of both an ICP and a case study by extending the ICP to cover the entire narrative from goals and pain points to impacts." I think this helps companies reflect on the buyer journey at all points of content creation.
Exactly! I also think that even if you're planning to write one or more actual case studies, having a core story as a foundation can help you understand which aspects of what actually happened you want to focus on, and how to frame them.
I like the idea of using core stories as storytelling frameworks. Although they use the same software, several companies will likely achieve distinct but differing outcomes. So, a case study may only speak to one or more of those outcomes, but not all the impacts the software can help customers achieve.
It can be tasking to obtain multiple case studies that speak to different angles, and even then, they are single pieces of content. Depending on the narrative, you could still repurpose the content in case studies for other pieces. I love what you mentioned - "A core story is designed to give you the best of both an ICP and a case study by extending the ICP to cover the entire narrative from goals and pain points to impacts." I think this helps companies reflect on the buyer journey at all points of content creation.
Exactly! I also think that even if you're planning to write one or more actual case studies, having a core story as a foundation can help you understand which aspects of what actually happened you want to focus on, and how to frame them.