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How “Delayed Gratification” Improves White Paper ROI

March 5, 2019 by Leave a comment
How “Delayed Gratification” Improves White Paper ROI

One of the most frequent mistakes I see marketers make with white papers is allowing visitors unrestricted (ungated) access to them.

In a survey I conducted of technology companies who offered white papers on their websites, 61% allowed visitors to download any of their white papers without registration. [i] ...

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Over 70% of White Papers Lack This Essential Marketing Tool

February 4, 2019 by Leave a comment
Over 70% of White Papers Lack This Essential Marketing Tool

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 overcomes those drawbacks and really solves your prospect’s ...

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How to Write a Good White Paper Title

September 10, 2018 by Leave a comment

Your white paper’s title is probably the most important factor in your prospect’s download decision.

It’s the first thing prospects read when they encounter your white paper. It heads the description on your download page and any search results that turn it up. It figures prominently in any promotions you ...

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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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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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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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Abandon Common Sense

December 15, 2015 by 1 comment

In B2B marketing, things are pretty straightforward. We don't have to coax or cajole or look cute and clever, like the folks over in B2C. We're selling to prospects who need and want to buy what we're offering. B2B buyers aren't really interested in cute and clever.

So B2B marketing can feel like it's ...

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How to Optimize Email for Mobile – Part II: 8 More Best Practices

December 17, 2014 by Leave a comment

The rise of online mobile devices is changing the way people communicate and gather information. One big change is in the way we consume email.

As we saw in Part I of this series, nearly half of all commercial email is now opened for the first time on a mobile ...

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3 Key Principles for Writing Helpful Web Pages

October 15, 2014 by Leave a comment
3 Key Principles for Writing Helpful Web Pages

New clients have been asking me to write a lot of website content for them recently. So I thought I'd share a few thoughts on how to make your web pages more helpful.

Why did I use the word "helpful," rather than "effective?"

It has to do with how people ...

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7 Questions to Ask When Choosing a White Paper Writer

August 13, 2014 by 1 comment

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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