Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)
When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.*
But creating an effective white paper is no easy feat. White papers generally require more research, greater subject matter knowledge, and ...
White papers—as I’ve written many times before—are among the most effective forms of content for marketing technology. They’re highly sought after by tech buyers.
Compared to most other content forms, however, they’re expensive to create. And they won't do their best work if they just sit on your resources page ...
If I were to ask you to define the term “white paper,” could you give me a clear definition?
Would it be roughly the same as your prospect’s definition?
These are important questions for technology marketers, because technology buyers attach great importance to white papers. When Eccolo Media was publishing ...
The global economic crisis caused by this year's COVID-19 pandemic has affected companies and workers in all sectors.
Workers with less money to spend are more hesitant about spending it. The same is true of businesses. But just like workers need to be paid, businesses need revenue if they’re going ...
Let me begin by saying this: there is no such thing as the perfect case study. Every piece of content is going to have its flaws. Besides, a case study doesn’t have to be perfect to be effective.
What I mean by a “perfect” case study is one that fully ...
White papers are among the most effective[i] and valuable[ii] forms of marketing content. Unfortunately, they’re also among the more expensive forms to create.
To squeeze more return from their white paper investment, successful marketers frequently repurpose a white paper’s content in other forms.
You can too.
When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.
One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...
A few years ago, when I posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager:
"One item I would add to your list: Industry-specific publications are always interested in customer stories."
I totally agree.
But because trade publications are not under the direct control of your marketing communications department, I wanted to talk about them separately. In fact, I admitted to that marketing manager, "I was saving that one for my next article!"
If you're marketing to engineers, you should already know this.
Engineers crave efficiency. They want things to work better. They want to work better themselves. And faster. That’s their mindset.
So naturally, engineers are tool users. They love good tools, and they’re always looking for better ones. If you offer ...
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 ...
10 Common Mistakes
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