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Content marketing is an exercise in keeping plates spinning. Not only do you need to keep your readers’ attention, but you also need to feed their appetite for content. Josh Shipp, the motivational speaker behind HeyJosh.com, freely describes his rough upbringing as a foster child. Realizing that he was adept at grabbing his classmates’ attention [...]
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. [...]
A: When you’re clever enough to get leverage from the content in other formats and forums. I was pleased to see that client Xiam Technologies was making excellent (re-)use of their white paper, “Make It Easy on Me – 3 Ways Operators Can Use Personalization To Give Customers What They Want On The Mobile Internet,” [...]
Re-purposing content is part of the art of marketing. Have your marketing communications writer convert big-bite content into multiple smaller pieces and put them into different channels. “We have a white paper, but it’s too long for this day and age.” Of course, the engineer or executive who wrote the paper doesn’t think that, but [...]
When you hire a marketing communications writer, you should expect a description of her method. Ask for it, and be sure it makes sense to you. You’re evaluating a marketing communications writer to do a white paper or a case study for you. “So, how do you do this?” you ask her. “What’s your writing [...]
I’ve described white paper projects that don’t go well due to problems in the process of writing. Even with a flawless paper, the project can falter due to problems in publishing the paper. Let it die on the vine – There is always a bit more work you need to do once the authors, reviewers [...]
