As white paper readership has shifted in the past 15 years or so – from almost exclusively engineers to primarily executives – white papers have shrunk to meet the needs of a more time-pressed audience. Gone are the days when white papers might run 30 to 50 pages or more.
...
In recent articles in this space, I’ve been examining factors that are important to a white paper’s success, and common mistakes that often sabotage that success. Another of those important factors is the effectiveness of the white paper’s presentation.
Seventy-one percent of technology buyers surveyed by KnowledgeStorm and MarketingSherpa said ...
Do you think the quality of the writing in white papers and other marketing content doesn’t affect purchasing decisions?
Think again.
In a recent study by Eccolo Media, 86% of respondents considered high-quality writing in marketing collateral to be at least moderately influential in their purchasing decisions. And 51% rated ...
You want your next white paper to be a success. To make that happen, you must keep in mind where your prospects will be in their buying process when they read it.
Eccolo Media discovered that 80% of technology buyers use white papers in the “pre-sale process” – before they ...
Your white paper’s title is probably the most important factor in your prospect’s download decision.
It’s the first thing prospects read when they encounter your white paper. It heads the description on your download page and any search results that turn it up. It figures prominently in any promotions you ...
We’re used to treating B2B buyers as rational beings. We think of them making purchases for sound business reasons. In our marketing content, we appeal to their rational minds with logic.
But just like the rest of us, B2B buyers are human. They make purchases – including business purchases – ...
As we all know, customer success stories – or cases studies – are among the most effective forms of marketing content because of their credibility. They provide third-party evidence that our products or services really do what we say they can do.
Research by Hawkeye [i] even called customer success stories ...
We're all familiar with the typical format of a customer success story (also known as a case study). We know the four basic sections: (1) customer background, (2) challenge, (3) solution, and (4) results. In many success stories, in fact, we see those four sections called out in subheads with ...
Ever shop at IKEA?
I love IKEA. I’ve bought there often. I’m impressed by their product selection and the value they offer. They do a great job serving the furnishing needs of people on a wide range of budgets.
But I also hate IKEA.
When I need just one or ...
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 ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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