How to Turn a White Paper into a Trade Show Presentation

December 6, 2017 by Leave a comment

Big trade show on your 2018 calendar? Want to increase exposure for your brand and your solutions among prospects at the trade show conference?

Why not answer the conference “call for papers” with a recent white paper and create a presentation from your white paper’s content? Not only will you ...

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Why Good Conference Papers Make Bad White Papers

November 15, 2017 by Leave a comment

Do conference papers qualify as white papers?

I spend a lot of time browsing tech company websites in search of white papers. I’m always interested in finding examples – both good and bad – that might teach me something new.

Many of what I find listed as white papers, however, ...

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A Simple Formula for Concise Lead Nurturing Messages

October 24, 2017 by Leave a comment

Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.

It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...

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The ‘Crisco’ of Content Marketing

September 19, 2017 by Leave a comment

A recent client project brought to my mind a scene from The Help, the film based on Kathryn Stockett’s novel about African American women working in white households in Jackson, Mississippi in the early 1960’s.

In that scene, Minnie the maid is giving her new employer, the formerly poor but ...

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3 Major Case Study Approval Roadblocks… (and how to get past each)

July 14, 2017 by Leave a comment

When it comes to case studies, credibility is the name of the game.

And if you want the credibility that comes from naming a well-known customer in a case study, that customer must grant you permission to use their name. Period.

So, it’s important to have a plan for securing ...

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6 Steps to Obtaining Final Customer Approval of a Case Study

June 13, 2017 by Leave a comment

While they consistently rate among the most effective forms of marketing content with technology buyers[i], case studies can be costly to produce. Getting even the happiest of customers to share their story often requires considerable time and effort. Then there are interviews, writing, editing, review cycles, layout, illustration, etc.

So ...

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Popping the Case Study Question

May 8, 2017 by Leave a comment

In my last essay, I discussed how to secure customer permission for a case study project. One thing I didn’t cover in that article, however, due to its length, was WHEN to request that permission.

So that’s what I’d like to talk about today. If you want your case studies ...

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5 Steps to Securing Customer Pre-approval of a Case Study

April 18, 2017 by Leave a comment

Case studies – or customer success stories – have long been one of the most influential forms of marketing content. In Eccolo Media’s most recent Technology Content Survey Report [i], for example, 33% of tech buyers surveyed ranked case studies among the content assets they found most influential, third only to ...

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Get Your White Paper Project Done Faster

March 14, 2017 by Leave a comment

White papers are among the most difficult and time-intensive of all content marketing projects. Last month, we looked at five reasons why.

But a white paper doesn’t have to take longer that it should. In this article, I’ll offer you six tips, which you, the marketing manager, can use to ...

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5 Reasons Your White Paper Project Will Take Longer than You Think

February 13, 2017 by Leave a comment

It seems like I encounter this problem at least once a year…

Last October 17th, I emailed a client about a possible project. I’d written a white paper for him the previous February to promote a software app, which had been in beta testing at the time. I’d learned his ...

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