Author Archives: john

7 Questions to Ask When Choosing a White Paper Writer

April 9, 2021 by 1 comment
7 Questions to Ask When Choosing a White Paper Writer

When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.*

But creating an effective white paper is no easy feat. White papers generally require more research, greater subject matter knowledge, and ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

January 7, 2021 by 7 comments
3 Copywriting Rules You Must Break When Marketing to Engineers

If you’ve spent any time around engineers, you’ve probably realized they're different from normal human beings.

If you've marketed to them, you know their differences make them a tough sell.

Being an engineer myself and having worked daily with other engineers for over 20 years, I’m sensitive to those differences. ...

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5 Ideas for Adding Video to White Papers

December 7, 2019 by Leave a comment
5 Ideas for Adding Video to White Papers

When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.

One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...

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Four Ways to Gain Press Coverage with Case Studies

October 23, 2019 by Leave a comment
Four Ways to Gain Press Coverage with Case Studies

A few years ago, when I posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager:

"One item I would add to your list: Industry-specific publications are always interested in customer stories."

I totally agree.

But because trade publications are not under the direct control of your marketing communications department, I wanted to talk about them separately. In fact, I admitted to that marketing manager, "I was saving that one for my next article!"

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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 Leave a 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 Leave a comment

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 Leave a comment

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 Powerful Tips for Promoting a 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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