“Why Should We Keep Putting Out White Papers?” Influence.

Veteran marketers may tend to become jaded about the value of white papers, but that’s unwise. For one thing, they’re still influential. For another, not everybody knows what they are. Eccolo Media has released its 2011 B2B Technology Collateral Survey Report, covering 501 executives of US companies with influence on technology decisions. I want to mention […]

Beware the Statistical Rathole

Marketing communications copy lives and breathes statistics, the life-blood of persuasion. What if your client doesn’t want anything to do with them? “I’d like to cite some figures in this paper about adoption rates for this technology,” said the marketing communications writer. “Can we find data on how sales are rising from year to year?” […]

Show Your White Paper to an Industry Analyst

How many dozens of hours did you, your writer and your reviewers just pour into that white paper? One word from an analyst can pay big dividends. “There’s an industry analyst who knows our company and competitors very well,” said the marketing manager. “He’s pretty accessible, and he has the reputation for calling b.s. whenever […]

The White Paper Outline – Discover, Consider, Decide

Breaking your white paper into these three parts can help you build a campaign around it. Start with your white paper outline. It was supposed to be a simple, short paper: We’re looking for 4-6 pages of copy. It’s for a lead generation campaign. It’s about our new line of wireless schmedlapps. That’s all they […]

What Should and Shouldn’t Go into Your White Paper

What are you going to put into that white paper you’re planning? Don’t fill it with garbage or you’ll annoy your readers and lose their trust. It’s easy to confuse “we need to write a white paper” with “we need to tell more people about us.” Wise marketing managers are able to discriminate between these […]

How to Create an eBook in Less Than 20 Hours (Part 2 of 2)

More on writing an eBook, a relatively painless content vehicle that lies somewhere between a presentation and a white paper. Resuming from last week’s post on creating an eBook, I had chosen Microsoft PowerPoint as an adequate application with which to build an adequate eBook. Start with a template… The usual design guidelines apply to […]

7 Marketing Questions and Formats for Answering Them

If the role of marketing is to start a conversation, then the role of the marketing manager is to come up with new answers to a handful of questions from prospects. Consider everything you have your marketing communications writers do for you in light of a few life-or-death questions that your prospects pose: 1. “Who […]

3 Unexpected Places to Find New Content Sources

Not all content sources are as obvious as your boss’ meeting notes. Smart marketing managers look for content ideas in other places as well. It’s the beginning of the week, and time to round up some meat to feed the content beast in your organization. Do you keep sending your marketing communications writers back to […]

3 Tips on Creating Your eBook

Marketing managers looking for a new content vehicle should create an eBook, halfway between the brochure and the white paper. Here are 3 tips on creating an eBook. Have you created eBooks as part of your content marketing mix? It’s a relatively new category, still evolving. eBooks are the spoonful of sugar that makes the […]

The White Paper Outline Buffet: The Transformation White Paper

Part 6 in a series of white paper outlines, each with a different structure and focus. Here, the outline for a white paper on your company’s complete transformation. Have you been with an organization long enough to remember: when things were a mess, and what everybody had to go through to make things run as […]