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 ...
Collateral
Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)
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 ...
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, ...
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, ...
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 ...
