How to secure agreement for a named case study or joint byline?
Creating named case studies or placing bylined articles about named organizations — or, even better, joint bylines with those organizations — is demonstrably and provably one of the stronger forms of content in terms of generating more qualified leads — at least, it certainly has been for us. And, these pieces are consistently a win all around, as the client company obtains useful free coverage in a favorable and substantive light. Unfortunately, although I am able to secure these, I am not able to get anywhere near the number I’d really like. The difficulty (naturally) lies in securing appropriate permissions from the client companies. Typically, there are several layers of authorization we must traverse in order to secure the OK to publish or even to print. Frequently, it’s difficult to even discern the actual reason for a turndown – which makes strategizing that reason a highly challenging endeavor. 🙂 I’d greatly appreciate any suggestions, approaches, ideas, tips’n’tricks, gran
