by John Cole | Feb 4, 2019 | Call to Action, Content Marketing, Lead Generation, Offers, White Papers
Let’s say you’re putting together a white paper to generate leads for your latest offering. You’ve laid out the nagging problem your target market. You’ve pointed out the drawbacks of the well-known solutions. You’ve introduced your new solution and shown how it...
by John Cole | Jan 2, 2019 | Collateral, Content Marketing, White Papers
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...
by John Cole | Dec 3, 2018 | B2B Copywriting, Bullets, Captions, Collateral, Content Marketing, Headlines & subheads, Lead Generation, pull quotes, White Papers
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...
by John Cole | Nov 5, 2018 | B2B Copywriting, Collateral, Content Marketing, Lead Generation, White Papers
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...
by John Cole | Oct 4, 2018 | Content Marketing, Lead Generation, Technology Marketing, White Papers
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...
by John Cole | May 23, 2018 | B2B Copywriting, Case Studies, Content Marketing
We’re used to treating B2B buyers as rational beings. We think of them making purchases for sound business reasons. In our marketing content, we appeal to their rational minds with logic. But just like the rest of us, B2B buyers are human. They make purchases –...