White Papers

Tips on creating white papers and marketing with them.

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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Why Many White Paper Projects Fail

September 13, 2016 by Leave a comment

This is the first installment in a three-part series on white paper planning. You'll find a link to the next article in the series at the end of this post.

If you'd like to get the whole series – and many additional tips – in a single PDF, click here.

...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 3

July 2, 2016 by Leave a comment

In survey after survey, technology buyers have named white papers the form of marketing content that influences them the most when they’re making purchasing decisions.[i] So, it’s not surprising that technology companies produce thousands of white papers each year.

But that abundance creates a problem for technology marketers: How do ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 2

June 7, 2016 by Leave a comment

Even though white papers consistently rate as the most influential type of marketing content among technology buyers, technology marketers are frequently disappointed by the results they achieve with them.

Often, the reason is this: they didn't treat their white paper like a product. They failed to market it effectively.

In this ...

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13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 1

May 17, 2016 by 3 comments

Technology buyers consistently rank white papers as the most influential type of marketing content when it comes to making purchasing decisions. Yet B2B marketers often fail to realize the returns they'd hoped to achieve from white paper campaigns. In one survey, for example, only 30% of IT marketers rated white ...

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