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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5 Techniques for Engaging Prospects’ Emotions with your Content

May 23, 2018 by Leave a comment

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 – ...

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Preparing for the Customer Success Story Interview: 3 Steps to Getting all the Information You Need

March 19, 2018 by Leave a comment

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 ...

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Three “Stealth Sections” You’ll Want in Every Customer Success Story

February 13, 2018 by Leave a comment

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 ...

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Is Navigating your Mobile-Optimized Website Like Shopping at IKEA?

January 8, 2018 by Leave a comment

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 ...

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How to Turn a White Paper into a Trade Show Presentation

December 6, 2017 by Leave a comment

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 ...

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Why Good Conference Papers Make Bad White Papers

November 15, 2017 by Leave a comment

Do conference papers qualify as white papers?

I spend a lot of time browsing tech company websites in search of white papers. I’m always interested in finding examples – both good and bad – that might teach me something new.

Many of what I find listed as white papers, however, ...

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A Simple Formula for Concise Lead Nurturing Messages

October 24, 2017 by Leave a comment

Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.

It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...

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The ‘Crisco’ of Content Marketing

September 19, 2017 by Leave a comment

A recent client project brought to my mind a scene from The Help, the film based on Kathryn Stockett’s novel about African American women working in white households in Jackson, Mississippi in the early 1960’s.

In that scene, Minnie the maid is giving her new employer, the formerly poor but ...

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