Case studies—or customer success stories—have long been one of the most influential forms of marketing content. For example, in Eccolo Media’s most recent Technology Content Survey Report 1, 33% of tech buyers surveyed ranked case studies among the content assets they found most influential, third only to product data sheets and ...
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 ...
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 ...
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, ...
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:
When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?
If you're like most tech industry executives, I'll bet your list includes:
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 ...
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 ...
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 ...
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 ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
When you subscribe to my
FREE monthly e-zine,
Technical Response.
