"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!"
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 ...
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
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 ...
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] ...
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 ...
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.
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 ...
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 ...
