Forget the White Paper. Focus on Change.

Focus on change. Bait the hook with different kinds of content.

Are you convinced that you need a white paper because everybody has them? Focus on change instead of welding yourself to a single format for your story.

Jay Baer posted on Convince&Convert about the notion of “atomizing” content to put more bait into the water. He, in turn, was riffing on a theme from Todd Defren of Shift Communications.

It’s another take on the Content Buffet, in which you tell the story of a single change in your organization through multiple vehicles. You repurpose that story into blog posts, social media, case studies, web content, videos and white papers.

Focus on change. It’s the kind of bait that people notice.

Can your writer think in those terms?

Usually, you call him up and say, “We need you to write a white paper.” That’s marketing communications.

But suppose you called him up and said, “We want to tell a story about something that changed in our organization. What do you think are the best ways to do it?” That’s content marketing.

A versatile content marketing writer will suggest alternative formats for different parts of the story. Why shoehorn everything into a single paper, when you can tell the story differently and use different formats to appeal to different audiences?

Your goal as a content marketing manager isn’t to crank out a paper. Your goal is to focus on change, give people valuable content and get them to follow you.

Not only does that put more bait into the water, but it puts more kinds of bait. Live bait that will get the fish biting.

photo credit: Anthony Easton

Author: John White

John White of venTAJA Marketing is a content marketing writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s a dirty job, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Content Marketing Writer.”