For years, technology buyers have consistently named white papers among the content they find most helpful and influential when researching a purchasing decision. And while the technology marketer's content arsenal has expanded significantly over the last fifteen years or so, white papers remain among the most sought-after, most influential, and ...
Author Archives: john
How to Introduce Your Solution in a Problem/Solution White Paper
When writing a problem/solution white paper, you always want to start with the problem your prospect has—the problem your product or service was designed to solve. You work toward your solution from there, rather than starting from the solution itself.
Beginning your white paper with a problem discussion places readers ...
7 Special Ingredients that Add Extra Power to White Papers
In my three previous posts, we looked at the various species of white papers and when to use them. Specifically, we examined the three principal white paper archetypes, the best hybrid combinations of the same, and why the numbered list is your best choice when you need a white paper ...
The White Paper to Create When You Need One Fast
What do you do when you need a new white paper in a hurry?
You might need some quick content to promote in your blog or newsletter, or a fresh handout for an upcoming trade show.
Maybe you need to cast doubt on a competitor's hot new offering or ...
Hybrid White Papers: Dos and Don’ts for Mixing the Three Archetypes
In my previous article, we looked at the three types of white papers identified by Gordon Graham in his book, White Papers for Dummies. In case you missed it, the three archetypes are (1) the backgrounder, (2) the numbered list, and (3) the problem/solution.1
Graham likens each of these archetypes ...
The 3 Types of White Papers and When to Use Each One
A few years ago, I read a book that made a huge impact on my writing business. It helped me establish myself as a white paper expert, and it helped me convince clients to hire me. I'd like to share with you something very useful I found in it.
The ...
Compelling Case Studies – Another 5 Quick Tips
Case studies are among the easiest types of marketing content to write.
They can also be among the most difficult.
Writing cases studies is easy because they all follow the same, simple formula. It's a formula case study readers are very familiar with, namely: background -> problem -> solution -> ...
13 Ways to Generate Leads with Social Media, Email or Direct Mail
One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects.
Here are 13 ways to generate leads for your company with this sturdy, time-tested technique.
1. Offer a free white ...
5 More Tips for Case Studies that Captivate
Case studies are powerful B2B marketing tools, but they need to be carefully constructed to capture and hold your readers' attention.
So, I didn’t want to stop with the five tips for case studies I presented in my previous essay; I came up with five more! I hope you'll ...
5 Quick Tips for Case Studies that Captivate
Are you taking full advantage of the power of case studies?
Case studies are among the most read and most shared of all marketing content. Surveys of technology buyers by Eccolo Media, for example, ranked case studies third in consumption behind brochures and white papers, and second only to white ...