White Papers

Tips on creating white papers and marketing with them.

How to Determine the Right Length for a White Paper (And What to Do When It’s Wrong)

January 2, 2019 by Leave a comment
How to Determine the Right Length for a White Paper (And What to Do When It’s Wrong)

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.

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The Elements of Classic White Paper Design

December 3, 2018 by Leave a comment

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 ...

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Quality Writing Makes White Papers More Influential

November 5, 2018 by Leave a comment

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 ...

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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 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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Get Your White Paper Project Done Faster

March 14, 2017 by Leave a comment

White papers are among the most difficult and time-intensive of all content marketing projects. Last month, we looked at five reasons why.

But a white paper doesn’t have to take longer that it should. In this article, I’ll offer you six tips, which you, the marketing manager, can use to ...

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5 Reasons Your White Paper Project Will Take Longer than You Think

February 13, 2017 by Leave a comment

It seems like I encounter this problem at least once a year…

Last October 17th, I emailed a client about a possible project. I’d written a white paper for him the previous February to promote a software app, which had been in beta testing at the time. I’d learned his ...

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Successful White Paper Planning: A Proven 7-Step Process

November 7, 2016 by Leave a comment

This is the third and final installment in our series on white paper planning. In our first post, we discussed why many white paper projects fail. In the second, we looked at the benefits of putting together and gaining agreement on a White Paper Plan (WPP) before beginning development of ...

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The White Paper Plan

October 9, 2016 by Leave a comment

This is the second installment in a three-part series on white paper planning. To read the first article in the series before proceeding with this one, click here. You'll find a link to the final article in the series at the end of this post.

If you'd like to get the whole ...

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