The 3 Types of White Papers and When to Use Each One

April 23, 2022 by 5 comments
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 ...

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Qualifying Case Study Candidates

March 24, 2022 by Leave a comment
Qualifying Case Study Candidates

A Four-step Process for Ensuring Customer Story Success

Case studies are one of my specialties. I write a lot of them for my clients. Recently, though, I had a couple of case study projects that, through no fault of my own, didn't go so smoothly.

Both were for a client ...

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Compelling Case Studies – Another 5 Quick Tips

February 4, 2022 by Leave a comment
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 -> ...

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13 Ways to Generate Leads with Social Media, Email or Direct Mail

January 12, 2022 by 2 comments
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 ...

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5 More Tips for Case Studies that Captivate

December 6, 2021 by 2 comments
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 ...

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5 Quick Tips for Case Studies that Captivate

November 8, 2021 by 3 comments
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 ...

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How to Get an Executive to Read Your Executive White Paper

October 13, 2021 by Leave a comment
How to Get an Executive to Read Your Executive White Paper

White papers…

They're not just for engineers anymore.

In fact, for many years now, even in technology marketing, engineers are neither the most important nor the most receptive audience for white papers.

In a 2009 survey, Eccolo Media segmented their technology buying respondents into two groups: purchasing decision-makers (mainly C-levels, ...

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How to Turn Your White Paper Into Your Prospect’s Buying Specification

September 21, 2021 by Leave a comment
How to Turn Your White Paper Into Your Prospect’s Buying Specification

How do we give white paper readers what they want…

AND tell them what we need to tell them?

In a TechTarget/CMO Council survey,1 when respondents were asked what factors had caused them to be disappointed in a white paper, the three most common responses were:

  • Was expecting technology discussion, ...
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5 Compelling Alternatives to the Traditional Case Study Format

August 11, 2021 by Leave a comment
5 Compelling Alternatives to the Traditional Case Study Format

Case studies have long been one of the most popular and influential forms of marketing content.

In Eccolo Media's annual B2B Technology Collateral Survey Reports (2008 to 2014), for example, technology buyers ranked case studies the second most influential content type – trailing only white papers – seven years in ...

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The Implementation: Another Crucial, Ingredient for Case Study Success

June 21, 2021 by Leave a comment
The Implementation: Another Crucial,  Ingredient for Case Study Success

When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?

If you're like most tech industry executives, I'll bet your list includes:

  • What will it take to implement your solution?
  • How long will it take to get it up and running?
  • What problems might we ...
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