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Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? Ebooks seem to be all the rage, but I am strong proponent of a (well-written) white paper as well. In many ways, white papers and ebooks are similar: Both should be targeted to a specific reader. than with the medium (ebook vs white paper).

Paper 21

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? Ebooks seem to be all the rage, but I am strong proponent of a (well-written) white paper as well. In many ways, white papers and ebooks are similar: Both should be targeted to a specific reader. than with the medium (ebook vs white paper).

Paper 21

Improving B2B white papers by answering 3 easy questions

EMagine B2B Blog

As much as B2Bs today rely on white papers to raise their prospects’ temperatures, you’d think they’d be more uniformly effective.  Or so says Michele Linn, writing in the White Paper Pundit.  To ensure that [.]. And they can be, if their developers respected just one key principle:  focus on your reader, not on your product/service message.

Paper 23

How to Launch an eBook or White Paper - Authority Rules

Junta 42

Most microsites, eBooks and white papers are created, spread around and slowly die. The new white paper or eBook needs to live and evolve. So if you are thinking about that next white paper or eBook, think twice about how you are going to distribute it and copy the Copyblogger Copyblogger's Brian Clark just released a fantastic free report entitled Authority Rules. I'm just digging into this now, and urge you to really think about what Brian is teaching regarding the importance of your reputation in online marketing. But that's not the reason for this post. Covered.

The Content Marketing Workbook | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

Doug Kessler Tuesday, June 9th, 2009 Your prospects are being buffeted by a firehose of information. First Name (required) Last Name (required) Email (valid email required) Company (required) cforms contact form by delicious:days Tags: Add new tag , B2B content marketing , B2B Demand Generation , B2B lead generation , B2B social media Posted in Featured Paper , Papers | Comments The Velocity B2B Content Marketing Workbook | Velocity - the B2B marketing acceleration agency for technology companies says: June 11, 2009 at 2:25 pm [.] Come and get it!

9 Indispensable B2B Social Media White Papers

Social Media B2B

White papers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B white papers that have useful information for B2B social media marketers. Only one of the white papers requires registration and all were published within the past year. 1. Social Media White Paper – Learn and Earn.

Paper 22

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

Here are so more obvious examples of triggered communication: Sending confirmation emails when a product is purchased or a white paper was requested Sending unique communications to new email subscribers Sending a promotion email to an opted-in subscriber who has visited certain product pages X amount of times in Y amount of days Email and Direct email sent to trial recipients over the lifetime of a trial Customer communications based on the terms of an agreement. personalized approach facilitates this process. It’s like an exclusive invitation that is also very practical. Sales tools.

BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

White Papers: We've all seen b-to-b organizations develop and promote white papers. They might possibly buy ad space to promote the white paper as well. Next time, try placing your white paper on Scribd.com, or your eBook on SlideShare.net. Also, try testing out one white paper versus another - one with gated content, one where you give the content away freely.

BtoB 23

BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

White Papers: We've all seen b-to-b organizations develop and promote white papers. They might possibly buy ad space to promote the white paper as well. Next time, try placing your white paper on Scribd.com, or your eBook on SlideShare.net. Also, try testing out one white paper versus another - one with gated content, one where you give the content away freely.

BtoB 23

How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

Next to a few of their resources (white papers, eBooks, webcasts, etc), they indicated "new user" or "intermediate user" Instead of trying to have all of your content appeal to all of your readers, think of ways you can segment your readers and customize the content. Recently, I've been spending a lot of time evaluating and writing web copy for clients. tell them!

Less of Me, More of You - A Stella Pop Content Marketing Video

Junta 42

For example, just pick up your local paper, NY Times or BusinessWeek magazine. Big thanks to Mike O'Grady at Stella Pop for putting out the latest edition of eVidmagazine featuring yours truly. Although Mike was originally thinking a two or three minute video interview, he decided that the video worked best as a 10 minute segment. Hey, he's the expert, so I'm not going to disagree with him.

Two Non-Traditional Approaches to B2B Registration

Savvy B2B Marketing

Several weeks ago I was intrigued when I was presented with two options when downloading a white paper: I Want the White Paper and I Want to Talk with Someone. Want the White Paper and I'll Contact You When I'm Ready. Additionally, I would venture to guess that more people may be willing to register for the paper if they know they will not get a phone call. Title.

Paper 21

Top 10 Triggered B2B Email Marketing Campaigns

Anything Goes Marketing

One of the themes for marketers in 2009 is “doing more with less”. white paper, webinar, etc.), On the ensuing landing page, they are able to download a relevant white paper after filling out a short form. Instead of providing the white paper on the confirmation page after the form is filled out, send a link to the white paper in an email. Welcome email campaign.

Interviews and Content Marketing - Ambal Balakrishnan

B2B Marketing Zone Posts

Some other bits of background about Ambal: Ambal’s book “Content Marketing Tweets: Bite sized tips on creating compelling content your customers and prospects will love&# will be published in late 2009. ClickLaunch is ClickDocuments’ platform for launching new and exciting eBooks, books and white papers. Cross-pollinate ideas in Content Marketing , B2B Marketing, Social Media Marketing, White Papers/Case Studies Writing/Marketing etc. Ambal received Masters in Computer Science from Purdue University and MBA from Wharton, Univ. of Penn.

Email Autoresponders 2.0 in B2B Marketing

Anything Goes Marketing

You can promote corporate blog posts, upcoming events, press releases and the newest white papers/case studies in an RSS feed(s) that you can add to your email either underneath the main "Thanks for registering text" or as a side column. By autoresponder email, I mean the confirmation email that a registrant immediately receives when they fill out a form on a website. Email Autoresponder 1.0

Marketing Shoelaces

Junta 42

At every company, we came to a marketing tactic - an enewsletter, a white paper program, a pr schedule, etc., No one seems exactly sure when, but shoelaces became popular sometime in the 20th century to better tighten shoes, replacing buckles and buttons (which were slow and cumbersome). Shoelaces are odd to me. The technology exists today that we can manufacture any type of shoe, dress, casual or sport, without the need for shoelaces. There is no need to tighten shoes, because the shoe itself can loosen or tighten, depending upon the need. And no shoelaces. We like shoes we are used to.

9 Reasons Why White Papers Still Matter

Savvy B2B Marketing

In Is The White Paper Dead for B2B Marketing? Paul summed up a conversation he had with the Bloom Group, which is telling its clients to stop producing white papers. Paul goes on to propose microsites and eBooks as alternatives to white papers. Eccolo Media 2009 B2B Technology Collateral Survey Report 3. Photo credit: mariab3bx on flickr

RFP Etiquette: Dos and Don’ts for Business Matchmaking

Confluent Forms

The original article was posted here on July 21, 2009. To suppliers I would echo the words of the Oracle at Delphi: “Know thyself.” If you can clearly articulate why, on paper, you are the best choice for the project, then you really can’t do much more. The following interview/article was conducted by Vince Giorgi, Vince President of Hanley Wood Marketing for his blog, Touch Point City. In case you haven’t heard, online marketing and media conversation has been buzzing in recent days over an incident involving a request for proposal (RFP). Rules of the RFP Road? design firm.

RFP 16

Your Content, Their Content & the Brand

Junta 42

Engineers create white papers. Thanks to Kenneth Weiss, author of the new book, Slightware – The Next Great Threat to Brands, for this guest Junta42 blog post. Ken offers some interesting thoughts on content and the customer conversation.    Take a read! Companies have traditionally attempted to control the dialogue and vernacular around their brands. The correct words, and the specific tonality were carefully chosen to explain, position and differentiate brands. Packaging, advertising, public relations and all types of customer communications were continuously reviewed.

Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

Home > Our blog HOME | RSS FEEDS | SITEMAP | CLIENT ZONE | CONTACT US Our blog About Velocity Our clients What we do Who we are Recent posts The white paper is dead…or is it? presented a webinar the other day where I stated that while white papers are still the staple of content marketing, they’re getting really stale as a communications vehicle for B2B. A few people were so incensed they contacted me to say I was talking nonsense. We… Read more… Neil Stoneman | May 8th, 2009 | 4 comments Why we steal from our clients. Come and get it! World&#. 

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Set the Purchasing Agenda with White Papers

WriteSpark

Many companies use white papers at the beginning of the sales cycle to attract prospects. But white papers can also be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration. Sales Materials White Papers

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

These include white papers, case studies, and relevant third-party research. White papers are great tools for establishing thought leadership and providing in-depth information on the benefits of your solution. If you have developed white papers and case studies, don’t just freely hand them out – offer to send them via email to prospects who request it.

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

These include white papers, case studies, and relevant third-party research. White papers are great tools for establishing thought leadership and providing in-depth information on the benefits of your solution. If you have developed white papers and case studies, don’t just freely hand them out – offer to send them via email to prospects who request it.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

White Papers We write about white papers a lot on Savvy B2B Marketing because they are pieces that have a lot of power if written well - and they are very much requested by the IT audience (and others). In the recent TechTarget Media Consumption Report, white papers were the most widely used online content type that IT professesionals used to evaluate new technology.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

White Papers We write about white papers a lot on Savvy B2B Marketing because they are pieces that have a lot of power if written well - and they are very much requested by the IT audience (and others). In the recent TechTarget Media Consumption Report, white papers were the most widely used online content type that IT professesionals used to evaluate new technology.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? Let us examine one of the most important tools to engage buyers, white papers, and new best practices to help evolve this traditional medium into an effective selling machine. Do White Papers Still Rule? white papers per month in order to educate themselves on opportunities, best practices and solutions.

Got Content? 10 Steps to Repurpose Your Best B2B Assets

Savvy B2B Marketing

This includes blog posts, articles, white papers, eBooks, webcasts and more (for ideas on content you may already have or content you can create, see these 20 ideas ). If you want to increase your registrations to your email series, you can offer a "buzz piece," such as a white paper or a special report. Do you have great content that is buried on your blog?

5 Reasons to Include FAQs in Your Content Marketing Strategy

Savvy B2B Marketing

I'm working on a white paper for a client, and we were talking about the next step that we want the reader to take. There wasn't anything obvious, so one of my suggestions was to think of all of the questions that the reader would have as a result of reading the white paper and create an FAQ page specifically for this. Lately, I've become a big fan of FAQ pages on websites. Geesh!

FAQ 11

ClickInsights: What was your "Aha" moment in 2009? - Part 1

Connect the Docs

have invited our Panel of White Paper Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog.

The Long-Form, Text-Heavy White Paper is Dead

WriteSpark

Does this mean I think white papers are no longer effective as marketing documents? Content Marketing White PapersEvery time I see a long-form, copy-heavy sales document these days, my first reaction is "Why do marketers still think prospects will read this?" No, not at all. But they do need to change in length, content, and presentation.

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Connect the Docs

have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? B2B Lead Generation Benchmark Study 2009. Creating Sales Opportunities with Lead Scoring – Genius.com white paper by Ardath Albee. Creating Sales Opportunities with Lead Scoring – Genius.com white paper by Ardath Albee.

ClickLaunch: Jonathan Kantor's Crafting White Paper 2.0

Connect the Docs

What impact does this have on the readers of our white papers? How do we ensure that our white paper is not only read but also acted upon? Jonathan Kantor addresses this question and more in his new book Crafting White Paper 2.0: Crafting White Paper 2.0 have invited Jonathan Kantor to discuss his new book Crafting White Paper 2.0 Writing White Papers Book.

Don't Write A Paper, Tell A Story

Savvy B2B Marketing

How many papers do we print out, mark to be read later, or just put aside to get to when we have time? If we are lucky, we may find a chance to look at those papers at some point and if the authors are even luckier we might do more than quickly glance through them. More often than not, it’s the papers that painted a compelling story. People love stories. Think about it.

Don't Write A Paper, Tell A Story

Savvy B2B Marketing

How many papers do we print out, mark to be read later, or just put aside to get to when we have time? If we are lucky, we may find a chance to look at those papers at some point and if the authors are even luckier we might do more than quickly glance through them. More often than not, it’s the papers that painted a compelling story. People love stories. Think about it.

Reengineering the white paper, part 1

Reputation to Revenue

Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper." Our basic idea was that, although white papers have flooded the Web for years, and more and more companies are investing in them to help demonstrate expertise and thought leadership, the reality is that most of them are pretty bad. Photo by kevindooley.  .

Survey Says…Tech Buyers Read and Forward White Papers

Savvy B2B Marketing

B2B technology marketers have access to lots of evidence when it comes to proving the value of white papers. A few reports include: How to Maximize the Use of White Papers in Your B2B Marketing and Sales Process , released by InformationWeek in February 2009. 89 percent of respondents said they share white papers with others. To download the report, visit [link].

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. This makes it harder for salespeople to understand prospects and build relationships with them. Back to Eloqua Prospect Profiler.

Calling all Copywriters and Wanna-be-Copywriters to Copywriting Success Summit 2009

Connect the Docs

Mike Stelzner is once again pulling together one of his informative online summits - Copywriting Success Summit 2009. We have invited Michael Stelzner, event producer of Copywriting Success Summit 2009 to share his thoughts on copywriting and details of the event he is organizing. Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers.

FAQ 2

ClickInsights: How to choose a white paper syndication partner?

Connect the Docs

How do you market your white papers? Can syndication partners take your white paper to your prospects? Stephanie Tilton has published a timely 14-page report on White Paper Syndication Options for Technology Marketers. White Paper Syndication Options for Technology Marketers report has great information on the following: List of Syndication Partners. Find White Papers.

FAQ 2

What Three Questions Should Every White Paper Answer?

Savvy B2B Marketing

I'm delighted to contribute to Jonathan Kantor's blog, White Paper Pundit. Jonathan has a real knack for focusing on how readers view white papers, and he provides fantastic insight for the short-attention reader (and isn't that most of us these days?) That lead me to the post I shared with his readers: Three Questions Every White Paper Must Answer.