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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Brand Storytelling and Case Studies: Four Things Marketers Can Learn from Fiction Writers

January 14, 2017 by 2 comments

A prospective client contacted me recently about some case studies he had written for his company, a small custom software firm. This prospect – I’ll call him Barry – knew his stories weren’t great, and he wanted to know what it would take to improve them, make them really appealing ...

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8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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Successful White Paper Planning: A Proven 7-Step Process

November 7, 2016 by 1 comment

This is the third and final installment in our series on white paper planning. In our first post, we discussed why many white paper projects fail. In the second, we looked at the benefits of putting together and gaining agreement on a White Paper Plan (WPP) before beginning development of ...

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The White Paper Plan

October 9, 2016 by 2 comments

This is the second installment in a three-part series on white paper planning. To read the first article in the series before proceeding with this one, click here. You'll find a link to the final article in the series at the end of this post.

If you'd like to get the whole ...

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Why Many White Paper Projects Fail

September 13, 2016 by 4 comments

This is the first installment in a three-part series on white paper planning. You'll find a link to the next article in the series at the end of this post.

If you'd like to get the whole series – and many additional tips – in a single PDF, click here.

...

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The Anatomy of a Responsive Email

August 12, 2016 by Leave a comment

Rather than my usual article, I’ve decided to feature some “guest” content this month. But before I do, I’d like to tell you the story about how I decided to share this content with you.

In November 2014, I wrote the first of a pair of articles for Technical Response on ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 3

July 2, 2016 by Leave a comment

In survey after survey, technology buyers have named white papers the form of marketing content that influences them the most when they’re making purchasing decisions.[i] So, it’s not surprising that technology companies produce thousands of white papers each year.

But that abundance creates a problem for technology marketers: How do ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 2

June 7, 2016 by 1 comment

Even though white papers consistently rate as the most influential type of marketing content among technology buyers, technology marketers are frequently disappointed by the results they achieve with them.

Often, the reason is this: they didn't treat their white paper like a product. They failed to market it effectively.

In this ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 1

May 17, 2016 by 4 comments

Technology buyers consistently rank white papers as the most influential type of marketing content when it comes to making purchasing decisions. Yet B2B marketers often fail to realize the returns they'd hoped to achieve from white paper campaigns. In one survey, for example, only 30% of IT marketers rated white ...

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