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Six Best Practices for Marketing with White Papers


documents are called white papers when they are really just extended marketing brochures), properly produced and promoted white papers remain an effective and vital marketing tool—particularly for b2b technology companies. In the hierarchy of lead generating assets and activities, white papers form the vital base, as illustrated below. Solve a real problem.

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Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to several recent studies from IDG and DemandGen Report, buyers still leverage white papers to help make B2B purchase decisions. It now takes significantly more reach to generate the same amount of lead responses from white paper fueled campaigns.

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17 Ways to Promote Your White Paper for Lead Generation


You’ve written, designed and produced a white paper. If you subscribe to the theory of “if you build it they will come,” your white paper is dead in the water. Now There is a myriad of methods to promote your white paper, generate interest, and help it climb Google’s search engine rankings. Here Link to your white paper on your home page.

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Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Although white papers are still a workhorse, there is a troubling fact that deserves your immediate attention.

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18 Ways to Promote Your White Paper for Lead Generation


Well, your firm has written and produced a white paper. quality white paper can one of the most important content marketing vehicles to generate leads within your internet marketing plan. Your ultimate goals with white papers are typically the following: .  . Put a link to your new white paper on your home page. Content Syndication.

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End Death by PowerPoint and a 1,000 White Paper Cuts

The ROI Guy

Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements. Unfortunately, the majority of this content spend is currently wasted. SiriusDecisions reports that 55% of current content spending is squandered.

White Paper Alternatives for the Savvy B2B Marketer


Because effective marketing always includes a human element, some storytelling, and a component that makes the content relatable. So while tools like white papers are powerful, there are many other content options to consider when you really want to connect with your audience. Interactive Content. Content loading. No more boring, stale content.

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The B2B Marketer's Guide to Interactive White Papers


Say you’ve created an amazing white paper that’s jam-packed with important information for your audience. Maybe it’s time to make your white paper interactive. At a basic level, an interactive white paper is a dialogue , whereas static long-form content is a monologue. What Is an Interactive White Paper? Why Are White Papers Valuable?

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What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. More relevancy improves the white paper’s effectiveness at attracting, engaging and selling today’s more overloaded, skeptical and frugal buyer.

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How To Optimize Your B2B White Papers For Google

PWB Marketing Blog

If you’re like most B2B companies, you have white papers, case studies, articles, product brochures, and a lot of other marketing, sales, and thought leadership documents. The fact is if your content can’t be found by Google, your white paper (and other writings) will get limited traffic. It really doesn’t matter how important your white paper is.

Guidelines for White Papers and Case Studies

Marketing Action

Carolyn Goodman, president and creative director of Goodman Marketing Partners, Inc, defines content marketing as “creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.”. My post about Shaffstall’s discussion of content promotion will be coming to you next week.

5 Common Content Syndication Mistakes

The Point

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. And your content can do the filtering for you. Too Little Content.

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White Papers are Influence Kings, But Need Personalization to Maintain Crown

Tom Pisello

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative. Content that Matters Most? When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice.

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Iron Mountain Cost Savings Advisor Interactive White Paper

The ROI Guy

Alinean worked with Iron Mountain subject matter experts to create the Cost Savings Advisor Interactive White Paper. A few questions answered by the prospect produces a completely relevant, personalized and compelling 6-page white paper. The Alinean powered Interactive White Paper campaign produced more qualified leads, better opportunities and shorter sales cycles than traditional white paper campaigns. You can try the Interactive White Paper for yourself by clicking here.

When are Interactive White Papers best used in the sales & marketing process?

The ROI Guy

Interactive White Papers can be used at various stages to help facilitate the buyer’s decisions, depending on the content of the white paper itself. Interactive White Papers that contain personalized research, simple diagnostic assessments, relevant case studies and personalized solution recommendations serve best during this stage. Interactive White Papers with intelligent solution recommendations and configurations, quantified personalized benefits and ROI estimates help best during this middle stage.

How to Build Your Content Portfolio with Fresh eBooks


Want to see how you can produce fresh eBooks with existing content? Learn what works in eBooks and what types of content you should repurpose to build relevant content into your portfolio. Content Ebook Webinars Homepage Content Creation Lead Generation White Papers Q&A Blog Blog Post Ebook Development B2B Resources

5 Campaign Ideas for When You Have No Content

The Point

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Answer: you get creative. Run a survey.

5 Reasons Your Business Needs White Papers & eBooks


In the ever-evolving world of content marketing, not all content is created equal. Long-form written content sets sales teams up for success by generating more high-quality leads. White papers & ebooks ( defined as “an authoritative report or guide helping readers understand an issue, solve a problem, or make a decision”) are powerful and valuable content pieces.

Maximize Your Online Visibility: The Web Presence Optimization (WPO) Framework


Of course that means it’s imperative to produce relevant, compelling, optimized content for your company’s website and blog, but online visibility goes beyond that. Optimizing online visibility then requires the coordination of public relations (PR), content development, social networking, SEO, digital advertising and marketing communications efforts.

How to Generate More Opt-ins With Your Email Marketing Campaign

It's All About Revenue

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. For instance, you could offer a complimentary white paper or case study download, available exclusively to those who subscribe to your communications. Here are some ideas on how to get started.

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

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? Using this content, buyers are taking control of the buying cycle from direct / channel sales, making the content that marketing delivers more important than ever in driving shorter sales cycles and increasing the number and value of transactions. Do White Papers Still Rule? They do if they are.

The Two Core Elements of B2B Social Media Marketing Success


There have been numerous models proposed for social media and content marketing (including the Four C’s of Social Media Marketing model previously published here), but when all of the complexity is stripped away, social media marketing success comes down to two core elements: content and amplification. Content is like singing a song. Content can be produced in a wide variety of formats: • White papers. But regardless of the format, the first key to getting your content amplified by others is to produce high-quality, share-worthy content.

Value-Focused Content Marketing a Requirement

The ROI Guy

Marketers need to focus more on the value proposition and less on the sales pitch, this according to a new DemandGen Report on B2B Content Preferences. Today’s more skeptical and frugal buyers want marketers to reevaluate their content strategies, focusing more on the value proposition and how the solutions can help buyers achieve business objectives and overcome challenges.

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Improve Your Content: From Passive to Interactive

The ROI Guy

Marketers are investing a substantial portion of their budget on content, consuming 28% of the average marketing budget, with 55% planning to increase this spending over the next year ( CMI / MarketingProfs). The value your buyers place on content, and the large investments you are making, mean that getting your content marketing mix right is more important than ever.

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. “This reality is reflected in the high percentages of marketers who say their content marketing is ineffective. web and content teams)? Content Marketing

Is Your Topic Worthy of a White Paper?


Because white papers have such high levels of proven marketing value, it's tempting to consider every potential topic about a product to be worthy of a white paper. even best presented in a white paper format. How do you choose which topics should be covered in a technical white paper? But of course, not every topic is suitable.or

White Papers: Too Much Fat, Not Enough Meat


It's easy to overload technology white papers with content that is irrelevant and poorly structured for the reader's interest. white papers that don't contain enough technical information are more likely to disappoint than those that possess too much.". The ideas below will help you avoid this problem by trimming the "fat"--unnecessary or excessive content--from your technical white papers. This content may seem like necessary stage-setting or a way to ease into the main text. Segment lengthy content. Narrative text.

22 Tantalizing Content Marketing Stats and Facts


With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. Stats About Content Marketing Use and Trends. 1.

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Infographic: White Papers are Influence Kings, But Need Personalization to Retain Crown

The ROI Guy

Did you know that: White papers are still the content of choice for today's B2B decision maker, used most and viewed as most influential compared to all other content However, campaign overload is making white papers less effective / relevant Research indicates that specific personalization is needed to help restore relevance and influence Click here to view the Infographic: latest research and best practice recommendations.

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

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tuesday, September 28, 2010 Do White Papers Still Engage? Do White Papers Still Rule?

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. “This reality is reflected in the high percentages of marketers who say their content marketing is ineffective. web and content teams)?

Content Marketing Tips for Lead Nurturing

B2B Lead Generation Blog

Lead nurturing is something that’s fairly easy to understand, but for many, it’s become a frustrating thing consistently execute for two reasons: Lack of content. No plan for consistency. I’ve found that many marketers get stuck on not having enough good and effective lead nurturing content. How do you build your library of relevant lead nurturing content ? Third-party resources and content can also be effectively utilized to bring you an aspect of credibility through the halo effect. Maybe; just make sure the content (the news) is relevant to your readers.

3 Reasons Why Your Content Isn’t Converting


You understand the value of content. You’re consistently creating valuable content assets. You’re even measuring your efforts and running a data-driven content strategy. And yet, you can’t seem to master the art of creating content that converts. Here are three problems with your content experience that might be affecting your content conversion rates. 1.

Value Selling & Marketing with the iPad?

The ROI Guy

The iPad is perceived as a great new business tool, to empower sales to deliver more provocative interactive presentations, and to enable B2B marketing to provide engaging content to ever more mobile buyers. Today's buyer wants content that is shorter in length, more personalized, 110% relevant, and can help them justify "Why Change?", "Why Now?" and "Why You?".

8 Common Ways Most Content Marketers Fail

It's All About Revenue

Many of us create amazing campaigns and pieces of content, sometimes even with limited resources. For years, we’ve all been focused on creation, distribution, and insights into what we’re doing, but without giving the content experience its fair share of the attention, our campaigns and tactics end up missing that extra oomph to bring us from good to outstanding marketers.

A reasonable plan to scale content marketing efforts

grow - Practical Marketing Solutions

question: How can I scale content marketing efforts? have tasks assigned to myself in our project management tool that ping me each month about creating more in-depth content. I’m constantly resetting due dates and putting this off. So, selfishly, to help myself I’ve done a little research and created a plan to help me scale content marketing initiatives. Repeat.

White Papers: Does Your Writer Have an Eye for Detail?


Given that a white paper is usually a showcase marketing piece for your product and company, you have every right to expect that the writer has done the detail work to create a quality draft. The relevant trademark symbols are noted with the first appearance of a trademarked name or phrase in the document. professional writer will understand that checking for these details can avoid the negative impression left by a sloppy white paper-- and perhaps the bigger problem of a legal issue or lost sale. An obvious typo. missing or incorrect source citation.

Brochureware Is Not a Dirty Word

Marketing Craftmanship

Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities. These functions might include: “News”; “In the News”; “Upcoming Events”; “Thought Leadership”; “Case Studies”; “White Papers”; “Webinars”, etc. This company doesn’t really care what clients and prospects think of them.

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Content Marketing 2015: Top 100 Influencers & Brands

Onalytica B2B

What’s next for content marketing? With a growing discussion and a solid increase in the use of content marketing across all disciplines we are asking ourselves what’s next for content marketing? We initially built this tool ourselves to find influencers using our latest content. Promote Your Content Among Key Influencers. Content. contently.

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Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. When analyzing decision making patterns, buyers make purchasing decisions based on content containing the most valuable information and seek out sources, which are trustworthy and relevant. Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey.

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