Is Your White Paper a Y.A.W.N.E.R.?

Your white papers are good incentive content. If you think nobody’s reading them, maybe it’s because the ideal readers cannot find them. It’s hard not to feel good about having a white paper to give prospects, even harder when you have an entire library of them. If well done, they demonstrate the willingness to align [...]

Posted Under: ideal reader,technical article,tell your story,value in content
This post was written by John White on October 2, 2009 Comments Off

Meat or Muffins? Be Sure the Writer Knows

The writer did what we told him to do when we hired him. “Write a series of technical articles to help evangelize the technology,” we said, “two to three pages each. They should introduce developers and customers to the new features they can use in programming on the platform. We need to get the word [...]

Posted Under: fluff,persuasion,rapport with writer,relationship with engineering,technical article
This post was written by John White on June 18, 2009 Comments Off