The title of your white paper is where you sell your idea to the prospective reader. Don’t blow your chance to make a good impression. Industry colleague Jonathan Kantor publishes a list of free white papers each week from his blog, White Paper Pundit. I’ve followed it the last few weeks, looking for interesting titles. [...]
Facebook’s “friend” metaphor takes on new meaning in marketing communications. Use your marketing content to make friends. My friend and former business partner John Bromhead has often maintained that the purpose of marketing is to start a conversation. It’s easy to grasp that concept, especially when you’re trying to explain the difference between marketing and [...]
Ghost blogging backs up a recognized person with professional writing experience. Marketing communications writers may also need to tune the person’s voice. Is it blogging? “By the way,” the vice president of product development told me. “I want the posts to have a certain personality. They should sound as if Alec Baldwin wrote them.” Alec [...]
“White paper” covers a multitude of formats, and it’s rare to find two people who take it to mean the same thing. Poisoned white papers harm the publisher more than the reader, but there are antidotes. I’ve looked at a half-dozen documents called “white papers” in the last few days and marveled at the variety [...]
The first step in writing a white paper is an outline, which acts as a skeleton that you flesh out with evidence and persuasion. My post last October, 4 Elements of a White Paper Outline, resulted in a large number of visits, so I’ll go into more detail in this post. As a matter of [...]
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