Content Marketing

7 Special Ingredients that Add Extra Power to White Papers

July 18, 2022 by Leave a comment
7 Special Ingredients that Add Extra Power to White Papers

In my three previous posts, we looked at the various species of white papers and when to use them. Specifically, we examined the three principal white paper archetypes, the best hybrid combinations of the same, and why the numbered list is your best choice when you need a white paper ...

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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 4 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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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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The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

June 13, 2021 by 3 comments
The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

As B2B marketers, we're all familiar with the classic structure of a case study:

But is that really all there is to it?

Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...

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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

May 10, 2021 by 1 comment
5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

I ask because I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

Why make it difficult ...

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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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5 Reasons Why Case Studies are Your Most Effective Content During Times of Crisis

November 11, 2020 by Leave a comment
5 Reasons Why Case Studies are Your Most Effective Content During Times of Crisis

The global economic crisis caused by this year's COVID-19 pandemic has affected companies and workers in all sectors.

Workers with less money to spend are more hesitant about spending it. The same is true of businesses. But just like workers need to be paid, businesses need revenue if they’re going ...

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