How Post and Pray Syndrome Kills White Paper ROI

May 28, 2019 by Leave a comment
How Post and Pray Syndrome Kills White Paper ROI

A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...

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What Tech Buyers Want Before They Register for a White Paper

May 5, 2019 by Leave a comment
What Tech Buyers Want Before They Register for a White Paper

In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.

Prospects want detail before they register for a white paper

When asked ...

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Why Less is More in a Download Registration Form

April 3, 2019 by Leave a comment
Why Less is More in a Download Registration Form

In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake  – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities.

If you want your white paper to generate leads, you must require ...

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How “Delayed Gratification” Improves White Paper ROI

March 5, 2019 by Leave a comment
How “Delayed Gratification” Improves White Paper ROI

One of the most frequent mistakes I see marketers make with white papers is allowing visitors unrestricted (ungated) access to them.

In a survey I conducted of technology companies who offered white papers on their websites, 61% allowed visitors to download any of their white papers without registration. [i] ...

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Over 70% of White Papers Lack This Essential Marketing Tool

February 4, 2019 by Leave a comment
Over 70% of White Papers Lack This Essential Marketing Tool

Let’s say you’re putting together a white paper to generate leads for your latest offering. You’ve laid out the nagging problem your target market. You’ve pointed out the drawbacks of the well-known solutions. You’ve introduced your new solution and shown how it overcomes those drawbacks and really solves your prospect’s ...

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How to Determine the Right Length for a White Paper (And What to Do When It’s Wrong)

January 2, 2019 by Leave a comment
How to Determine the Right Length for a White Paper (And What to Do When It’s Wrong)

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.

...

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The Elements of Classic White Paper Design

December 3, 2018 by Leave a comment

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 ...

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Quality Writing Makes White Papers More Influential

November 5, 2018 by Leave a comment

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 ...

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The Worst Mistake You Can Make with a White Paper… And How to Avoid It

October 4, 2018 by 2 comments

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 ...

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How to Write a Good White Paper Title

September 10, 2018 by Leave a comment

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 ...

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