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] ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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.
