White Papers

Tips on creating white papers and marketing with them.

The White Paper to Create When You Need One Fast

June 13, 2022 by 1 comment
The White Paper to Create When You Need One Fast

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 ...

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Hybrid White Papers: Dos and Don’ts for Mixing the Three Archetypes

May 17, 2022 by 3 comments
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 ...

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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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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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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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7 Questions to Ask When Choosing a White Paper Writer

April 9, 2021 by 1 comment
7 Questions to Ask When Choosing a White Paper Writer

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 ...

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How to Build a Fast, Easy, Inexpensive, and Effective White Paper Marketing Campaign

March 15, 2021 by Leave a comment
How to Build a Fast, Easy, Inexpensive, and Effective White Paper Marketing Campaign

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 ...

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What is a White Paper? (And what is NOT?)

February 8, 2021 by Leave a comment
What is a White Paper? (And what is NOT?)

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 ...

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How to Repurpose a White Paper as a Trade Journal Article

September 5, 2020 by Leave a comment
How to Repurpose a White Paper as a Trade Journal Article

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.

Getting maximum return ...

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