White Papers

Tips on creating white papers and marketing with them.

Use Pull Quotes to Pull Readers into Your White Paper

April 18, 2016 by Leave a comment

It’s common knowledge – and if you’re a longtime reader of this publication, you’ve read it here many times – that most business readers will scan a white paper or other marketing content, before they'll commit to reading it.

Scanning – or skimming, as it's also called – is a ...

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The Two Types of White Paper Executive Summary

March 15, 2016 by Leave a comment

There’s a long-running debate in the content marketing community on the wisdom of using an executive summary at the beginning of a white paper.

Some say an executive summary is essential. Busy executives, they claim, are unlikely to invest their limited reading time in a white paper without some assurance ...

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How to Hold Your Prospects’ Attention By Shrouding Your Message in Mystery

February 17, 2016 by Leave a comment

In my last essay, we saw how we can use surprise to focus our audience's attention on our message, and thus make our message "stickier," or more memorable.

A surprise lasts only a brief instant, however. What if our message is too complicated to be delivered in a just that ...

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Fish… Or Cut Bait?

April 9, 2014 by Leave a comment

When should you require registration for content, and when should you not? ...

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Product Backgrounders: Should We Still Call Them “White Papers?”

March 19, 2014 by 2 comments

A couple of weeks ago, I was reading Eccolo Media's latest B2B Technology Content Survey Report. And I noted two things – one new, one old – which, together, brought to mind a question.

The new thing was one of several new content categories Eccolo had added to their survey ...

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7 Special Ingredients that Add Extra Power to White Papers

February 12, 2014 by Leave a comment

In our last two articles, we talked about the various "species" of white papers. Specifically, we looked at the three principal white paper archetypes, and the best hybrid combinations of the same.

Examining those archetypes and hybrids, we saw that their basic content is pretty much what you'd expect. The ...

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An Organization Tip for Putting More Proof In Your Marketing Content

November 20, 2013 by Leave a comment

Proof.

It's a crucial force in making your marketing content credible.

Yet a recent survey on the state of content marketing by TechValidate "showed that many B2B marketing communications lack credibility. Results strongly indicated that prospects have the most confidence in unbiased 3rd party evidence and fact-based marketing," 1 according to ...

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A Great Way to Generate Leads from Industry News Stories

April 19, 2012 by Leave a comment

Big news provides big marketing opportunity.

This is especially true when a widely-covered news story relates directly to one of our products or services.

But how do you capitalize? How can you use that news story to generate leads?

One highly effective way is with a pay-per-click (PPC) campaign and ...

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Selling Without Salesmanship: How to Introduce Your Solution in a White Paper

June 8, 2011 by Leave a comment

In my last post, I talked about the dangers of leading off a white paper by talking about your product or service. Then, I discussed the value of using a problem/solution format, starting with the problem.

Today, I'd like to talk about what you should do in your white paper ...

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The Cure for “Backward” White Papers

May 12, 2011 by 2 comments

White papers continue to be one of the most potent tools in technology marketing. In Eccolo Media’s latest survey on B2B technology collateral, for example, tech buyers ranked white papers as the most influential of all media – for the third year in a row.

But in a recent blog ...

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