Six Best Practices for Marketing with White Papers
MARCH 25, 2014
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.
Why Salespeople Hate Most White Paper Leads
SEPTEMBER 16, 2011
How is it that a quality white paper on a hot topic can still generate bad leads? For example: An educational white paper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space. Wrong. It’s the offer.
How to Create a White Paper: Get Found Online and Grow Readership
Writing on the Web
APRIL 6, 2016
If you want to grow your reader base, that is, if you want to get found and get known online, small businesses and entrepreneurs will offer prospects and clients online information for free, such as a white paper , a report or a compelling article. rack. I’m referring to digital assets , or content that is offered as a service to your readers. ssets. ocial Media.
White Paper Do’s and Don’ts
NOVEMBER 24, 2015
These do’s and don’ts for white papers will make your content shine. With the market inundated with white papers, you want yours to stand out. Follow these simple rules for successful white paper writing. Lead Generation White Papers Writing Blog Blog Post Content Marketing Editing Homepage Resources
Content Marketing Playbook: Strategy and Roadmap
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.
White Papers are Not Dead. They’re on Life Support.
MARCH 27, 2013
The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. Blue Paper?
18 Ways to Promote Your White Paper for Lead Generation
DECEMBER 9, 2012
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.
A Follow-Up Strategy for Content Syndication Leads
AUGUST 25, 2015
It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. references the specific content asset. 2.
Not All Industrial White Papers Merit Registration
Industrial Marketing Today
FEBRUARY 4, 2013
White papers are used most frequently for lead generation and nurturing in industrial marketing. Many of these white papers are very technical and require engineers and other domain experts to [.]. This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing Industrial Lead Generation White Paper Marketing Gated industrial lead generation Industrial Marketing lead nurturing Regsitration Ungated White papersPlease click on the headline to read the full article.
Staffing and Launching Your Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.
3 Tips for Choosing a Magnetic White Paper Topic
DECEMBER 28, 2015
If you’ve ever published a white paper, you’ve probably experienced one of the most challenging aspects of white paper creation: choosing the right topic. white paper’s success strongly correlates with how many people download it and how your audience reacts to the insights it delivers. It’s why they downloaded your white paper, after all.
How to Bake a White Paper from Scratch Series
Content Marketing for BI
MARCH 16, 2011
If you were to ask me which marketing content product I’ve been asked to create most often, it’s hands-down the white paper. One white paper can serve many purposes and plays a very important role in the sales cycle process. However, there can be a bit of mystery about what exactly a white paper is.
Savvy Speaks: White Paper Writing Best Practices
Savvy B2B Marketing
MAY 24, 2011
These days everyone has a white paper or an ebook they'd like you to download. What makes a white paper stand out from the crowd? This may seem obvious in the we-all-know-it's-not-about-us vein, but there are plenty of white papers and E-books out there that are a testament to the fact that lots of brands are still getting it wrong. Jamie. Michele.
How to write blog posts from a white paper
MARCH 23, 2012
If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. Let’s face it, there are some B2B executives who wouldn’t read a white paper even if you threatened them with lima beans (what, you like lima beans? ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. The white paper has one big idea.
Is Your White Paper a Sales Pitch in Disguise?
Writing on the Web
APRIL 4, 2011
I asked Laura Carlson to share with you here some important perspectives on content marketing. It doesn’t matter what you call your information (white paper/eBook, microsite/landing page), what matters is using information wisely to get found, get known and get clients. Is Your White Paper a Sales Pitch in Disguise? When was the last time you read a white paper that added real value to your research process? I’m racking my brain and finding it quite difficult to come up with any good examples. Related posts: No White Paper?
Study: How Much of Your Content Marketing Is Effective?
Copyright © 2015 Contently. contently.com By Jordan Teicher Study: How Much of Your Content. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. Our content measurement survey from. 68% 16.7%
WriteSpark: Best Blog Posts about White Papers
NOVEMBER 14, 2012
This month's list focuses on my best posts and recommended resources for white papers. If you are a white paper writer or you manage white paper writing projects, you'll want to read these posts: Is your topic worthy of a white paper? Guidance for choosing which topics are really worth the expense and effort of a white paper. Tips to pass along to your engineers and product managers for providing helpful input for a white paper project. Set the purchasing agenda with white papers.
Permission Marketing Drives White Paper Relevance
NOVEMBER 4, 2011
Your prospects have access to vast amounts of content, and they want it on their terms. Not only is there too much going on in our lives, but also we have greater access to the content that will educate and entertain us. Enter the white paper. White papers have become a powerful marketing tool because of two important qualities. First, white papers give readers the information they seek. They offer quality, relevant educational content. More importantly, white papers provide enormous opportunity.
Five FREE B2B Social Media White Papers
PWB Marketing Blog
NOVEMBER 8, 2011
More B2B companies are blogging, tweeting, creating online videos, and producing social content than ever before. In fact, 80% of B2B marketers are producing content for the social web according to B-to-B Magazine. Because of that, we thought we’d round up five of the best B2B social media white papers from industry thought leaders. Let us know in the comments below.
White Paper | Email Marketing
MAY 3, 2011
If you wish to learn what does work today, download this free white paper, sponsored by Genius.com - by clicking the image. Filed under: Business relationships , Content marketing , Demand Generation , lead generation , Lead Nurturing , Lead Scoring , Management best practices , Marketing ROI , Simple lead generation , Social Networks. Business relationships Content marketing Demand Generation lead generation Lead Nurturing Lead Scoring Management best practices Marketing ROI Simple lead generation Social NetworksJoel Book, ExactTarget. What do you think?
How to Turn a White Paper into a Content Marketing Machine
MAY 22, 2013
How Do You Turn Your New White Paper into a Content Marketing Machine? What if you had a comprehensive content marketing program instead? To illustrate, take one of those white papers and: Shoot a video interview of the author, discussing key points from the white paper ( post this video to YouTube ). The most engaging content is personal.
End Death by PowerPoint and a 1,000 White Paper Cuts
The ROI Guy
AUGUST 12, 2015
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.
Prospects DO Judge Your White Paper by its Cover
Savvy B2B Marketing
SEPTEMBER 29, 2011
I’ve written quite a bit about white papers in my blog posts because they are one of the key content assets I develop for my clients. IDG Connect showed two white paper cover examples side-by-side to 250 buying team members and asked their preference. Related Posts: 9 Reasons Why White Papers Still Matter.
White Paper Alternatives for the Savvy B2B Marketer
AUGUST 11, 2015
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.
The B2B Marketer's Guide to Interactive White Papers
JULY 28, 2015
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?
What is an Interactive White Paper?
The ROI Guy
SEPTEMBER 13, 2011
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.
Is The White Paper Dead for B2B Marketing?
Buzz Marketing for Technology
MAY 26, 2010
In a recent conversation I was having with the Bloom Group they believe “the practice of publishing white papers must come to a close because of the utter proliferation of white papers, and the poor content contained within so many of them.” Kill the white paper!” And I tend to agree. Here is Bloom Group’s position on this [link]. Tweet This!
Now on YouTube: Our White Paper
The Content Factor
MAY 9, 2011
Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our white paper about effective B2B case study programs. read more
B2B Marketers Can Benefit from Creating White Papers
NOVEMBER 18, 2014
While content marketing can be extremely beneficial and valuable for all marketers, the form it takes (or should take) can differ greatly depending on the target audience. However, for B2B marketers, this form of content is unlikely to be worthwhile enough to justify a large outlay of time or money. White papers offer several attractive benefits for B2B companies.
How to Find New Customers – the awesome and free white paper
AUGUST 1, 2012
Grab the awesome and free white paper How to Find New Customers here. This is the white paper which The Funnelholic wrote “ So much has been writtten about B2B demand generation, but Jeff Ogden’s white paper How to Find New Customers makes it simple – which makes it a “must-read.”" You need fresh free insights. We deliver.If
How To Optimize Your B2B White Papers For Google
PWB Marketing Blog
OCTOBER 27, 2011
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.
9 Indispensable B2B Social Media White Papers
Social Media B2B
NOVEMBER 2, 2010
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.
Why This Holiday Email Campaign Misses the Mark
NOVEMBER 24, 2015
What’s less excusable is the way that the email is a confused mash-up of a content offer combined with copy that does precious little to sell that content. If your offer is a White Paper, convince the reader why that white paper is worth the read. Take the email campaign below from security vendor Symantec.
White Papers: Refresh or Write Fresh?
APRIL 8, 2014
Your marketing department may produce dozens of new white papers each year, but how often do you refresh an existing one? For many technology marketers, once a white paper is written and posted it''s instantly forgotten. Yet many older white papers can deliver renewed value to your promotional efforts with less expense, time, and effort than producing a new one.
Repurposing Content – Making Blog Posts into White Papers
EMagine B2B Blog
JUNE 21, 2012
In the world of B2B, content is king. But marketers often struggle keeping up with the sheer volume of content necessary to create thought leadership, attract visitors and gain authority on their targeted areas of expertise. When we speak of content, we often are referring to web content, blog posts, whitepapers, videos, webinars and social [.]. Blogs, Blogging Content Development
How to turn a good white paper into a great lead generation piece
MARCH 8, 2011
Great content or a great lead generation tool. Since we’re just about to start a new white paper for a top marketing automation software firm, this is a timely post. Why go outside for creation of content? We craft a great white paper, like our highly acclaimed white paper on sales lead generation How to Find New Customers , sponsored by Marketo.
Guidelines for White Papers and Case Studies
JULY 16, 2013
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.
A Better Way to Go Mobile – Interactive White Paper (powered by Alinean)
The ROI Guy
MAY 15, 2012
To fuel the demand generation program, Alinean developed the Better Way to Go Mobile Interactive White Paper , which unlike traditional static white papers, leveraged the prospect’s profile to completely personalize the white paper content, creating a customized analysis as to the prospect’s return from mobile strategy.
How to Write a Better Content Syndication Abstract
MAY 4, 2015
When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. This paper reveals how Acme Security EndPoint Protection 3.0 Download this paper now.
How to Find New Customers – the classic white paper
JANUARY 24, 2012
This white paper, sponsored by Marketo, is several years old. The Funnelholic wrote “ So much is written about B2B demand generation, but this white paper makes it simple. ” We wish to thank our sponsor, Marketo , as well as the Editor of this, Jill Konrath , for making this such a great white paper. However, it remains very, very popular.