"She would like to live in Manhattan, but there is only an office in Zhitomir and one and a half June"
Hello everyone, my name is Yaroslav, I work as a Full-Stack developer in a SaaS company, now I live in Bulgaria.
In addition to my main job, I manage the IT department of the international content editorial office and conduct expert review of articles.
The guys and I write a lot of cases in English for development teams and SaaS projects entering the global market. And more and more often, unfortunately, customers, instead of a normal story about what they can do, order fictitious cases based on other people's materials, try to build content marketing on non-existent results, write about a non-existent location in Silicon Valley - in general, seem to be who they are not and so promote their services.
As a rule, the topics of such cases are very fashionable and large - projects in healthcare (and not only in private), in education (and not just "launched a website for learning English", but "created massive solutions for schools and universities"), big date , logistics and other areas, which imply that the customer is a state or a commensurate size conglomerate.
Why shouldn't you do this?
Customers are getting better and better at Google. Yes, most of them are still noobs in IT, but they will be able to recognize Zhytomyr as Palo Alto, no matter how beautifully they describe the opposite, so it is better to talk about the location of the dream, at least with a hyphen: “Zhytomyr-Palo Alto”. In addition, customers will at least want to call, that is, already at the briefing stage it will become clear that you are in different time zones, and this will cause mistrust.
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From this heap of boasting noise, and you need to stand out: either by niche (to find exactly your reader), or by the way of presentation (to write so that even the mimocodile was cool), or by the value and uniqueness of the material itself (to provide a structured, complete and applicable in reality information). What's more, one great case study can donate a ton of content from social media posts and blog posts to press releases and a series of product videos.