Six Best Practices for Marketing with White Papers

Webbiquity

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. Promote white papers honestly.

Paper 249

Why Salespeople Hate Most White Paper Leads

The Point

How is it that a quality white paper on a hot topic can still generate bad leads? Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.”

Paper 228

5 Creative Ways to Make Your White Paper Irresistible

The Point

I cringe to think of it now, but twenty years ago the task of including an image of the offer – even a white paper – usually resulted in a photo shoot. Yes, I have attended half-day photo shoots in which all we shot was a white paper on a desk.)

Paper 198

Is Your Topic Worthy of a White Paper?

WriteSpark

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.

Paper 170

Great Tips for White Paper Writers

WriteSpark

Connect the Docs is a terrific blog on content marketing, with a special focus on effective strategies and techniques for white papers. Know thy audience: business and technical white papers (should you write separate white papers for each?).

Paper 170

Sample Outline for a Lead Generation White Paper

The Point

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral.

Sample 158

Is Your White Paper a Sales Pitch in Disguise?

Writing on the Web

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? With all of these advancements for content marketing, it’s about time we shred the white paper.

Paper 148

Now on YouTube: Our White Paper

The Content Factor

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.

Great Tips for White Paper Writers

WriteSpark

Connect the Docs is a terrific blog on content marketing, with a special focus on effective strategies and techniques for white papers. I've contributed ideas as a guest expert for two posts: Killer questions to ask before starting a white paper project (selected as one of the top 5 posts on this blog for 2010). Know thy audience: business and technical white papers (should you write separate white papers for each?).

Paper 120

Permission Marketing Drives White Paper Relevance

NuSpark

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. Second, white papers allow marketers to establish thought-leadership and earn readers’ attention and admiration by becoming their trusted advisors. For businesses that see the demise of their interruption marketing methods, white papers are crucial.

How to Craft White Papers that Generate Quality Business Leads?

Ambal's Amusings

Today white papers have become HOT marketing vehicles, and countless numbers of companies are using them to generate leads and grow their business. In fact, research conducted from leading industry analysts such as Marketing Sherpa, Eccolo Media, Tech Target, and Information Week all show that the vast majority of today’s business decision makers use white papers to make critical purchase decisions and learn about vendor solutions.

Paper 122

Social Selling White Paper – SellingPower

Sales Intelligence View

Read this white paper and learn: Quantifiable benefits of adopting social business practices. Social Selling: How to connect and engage with the modern buyer. It used to be that companies controlled the flow of information to potential buyers and customers.

Paper 82

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. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 57

New White Paper: Twitter Strategies for Colleges and Universities

Fathom

Not only do these schools struggle to find people passionate about maintaining the account, but … Continue reading → The post New White Paper: Twitter Strategies for Colleges and Universities appeared first on Fathom. Company News Content Creation & Strategy Online PR/Link-Building Social Media fathom white paper social media in higher education Twitter twitter in higher education twitter white paper

Paper 65

New White Paper: Top Schools on YouTube

Fathom

Today, we’re wrapping up our series of white papers on social media in education with a guide on YouTube strategies for colleges and universities. While many schools are halfheartedly posting videos on YouTube, few are seeing the results they’d like … Continue reading → The post New White Paper: Top Schools on YouTube appeared first on Fathom.

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.

Paper 48

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 smart content interactive white paper Demand Generation Pisello Alinean

Paper 57

Does a traditional white paper already need to be developed in order to implement an interactive white paper?

The ROI Guy

You don’t need to have a white paper already developed in order to create an Interactive White Paper. For the case where the white paper content does not yet exist, we can: Work with your team or third-party content developers to help define the pivot points / customization needed and help guide the authoring, Leverage our Alinean team to author the white paper and make it interactive – a turn-key Interactive White Paper solution.

Paper 40

B2B Blogging Trends for 2011

Webbiquity

You can get the whole story in B2B Blogging Trends in 2011 , a free (and no registration required) white paper from Aggregage (the software that powers the BMZ site). Among the findings: • If you don’t have a blog yet, 2011 is the year to start one.

Trends 204

How much does a typical Alinean Interactive White Paper cost?

The ROI Guy

For the case where a traditional white paper is being converted into an Interactive White Paper , the fee is typically $12,000, including a customization / programming fee of $6,000, and an annual recurring fee of $6,000 for SaaS licensing / hosting. For the case where white paper content or the entire white paper needs to be authored, an Alinean analyst will work with you sizing / pricing the project.

Paper 40

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.

Paper 50

How does Alinean decide which customer profile data points to use in order to personalize the Interactive White Paper?

The ROI Guy

Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. Sometimes that content might not exist, for example, you might want to personalize the white paper based on industry / size and location, but not have enough case studies to match all of those dimensions.

Order 56

B2B BloggingTrends in 2011

Ambal's Amusings

Given the rising importance of B2B blogging, Tony Karrer and Tom Pick have brought together the best thought leaders in B2B blogging to answer some key questions in B2B BloggingTrends in 2011. What do you see as key trends in B2B Blogging for 2011?

B2B 179

How long does it take a user to interact with the Interactive White Paper tool to generate and receive a customized white paper?

The ROI Guy

Most Interactive White Papers are developed with only a handful of questions, usually limiting the profile the customer needs to complete to less than 5 questions. As such, the user should be able to answer the profile questions, register (if not registered already) and download a completely personalized white paper in less than two minutes. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 40

How long does it take for Alinean to develop a typical Interactive White Paper?

The ROI Guy

Where a traditional white paper already exists, a typical Interactive White Paper can be developed in 2 to 3 weeks or less, depending on the amount of content customization required and your team’s input / review cycles. Where a white paper needs to be written, Alinean consultants can typically develop the content and the Interactive White Paper in 4 to 5 weeks.

Paper 40

4 Reasons to Fulfill Offer Content via Email

The Point

A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. If you use a marketing automation system, you can track when (or if) the prospect has accessed the white paper by clicking on the link you provided.

New White Papers in Online Video, Healthcare Marketing

Fathom

Read the news release. Be Sociable, Share! Tweet. News Releases

Paper 60

Can sales/ marketers author and program their own Interactive White Papers using the Alinean platform?

The ROI Guy

Yes, we have several customers and partners who are authoring their own Interactive White Papers. Anyone with basic spreadsheet / Word skills can be taught how to create and publish Interactive White Papers on the Alinean platform, with no custom application development skills required / needed. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 40

What is the ideal length, in pages, of a typical Interactive White Paper?

The ROI Guy

Recent research indicates that attention spans are getting shorter, so keeping the white paper concise is important. However, traditional white papers are often longer than this because they have to include information to cover multiple audiences and profiles. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 40

Does Alinean have programs to help with audience acquisition using the Interactive White Papers?

The ROI Guy

Yes, we have established audience development partnerships, leveraging extensive audience communities in many industries, with databases and e-mail marketing to develop an audience for the Interactive White Paper. With the right targeting, and the Interactive White Paper as the value-add deliverable, we can drive the lead generation you require for this campaign. interactive smart content interactive white paper Demand Generation Pisello Alinean

Does Alinean support integrating video content into the Interactive White Paper?

The ROI Guy

Links to video content can be included, and are recommended to lend an even more personal touch to the white papers. interactive smart content interactive white paper Demand Generation Pisello AlineanV ideo is a recommended approach when it comes to presenting research, opportunity ideas, and especially for customer case studies, where you have video of customers themselves speaking about the solutions.

Paper 40

The Savvy Sisters’ tips on creating effective white papers

EMagine B2B Blog

We’ve visited the subject of white papers in this blog fairly often, because they play such a critical role in online marketing for most B2Bs …and especially technology-based B2Bs. In our latest, we talked about what you can do to indicate that you take your white papers seriously …and how doing that tends to cause [.].

Paper 44

How does Alinean maintain the Interactive White Paper content and tool?

The ROI Guy

It is very easy for us to maintain and continue to evolve the content within the Interactive White Paper , and the personalization rules. Although we normally maintain and evolve the white papers for you as a service, if you would like to maintain the Interactive White Papers on your own, your experts can be trained to do so, sharing or transferring the maintenance and evolution to suite your needs / budget.

Paper 40

Content Tips for E-Books

WriteSpark

Just because an e-book can be longer than a white paper doesn't mean it should contain every bit of information or every possible topic on the subject matter. Solution: Link to content such as other e-books or white papers that are targeted by topic, audience (e.g.,

Tips 170

Can the Interactive White Paper support a simple quantification of financial benefits / ROI or TCO?

The ROI Guy

Because buyers have become so focused on economic justification and competitive advantage, Interactive White Papers are often designed to communicate the unique potential benefits and prove the value of proposed solutions. interactive smart content interactive white paper Demand Creation Specialists Pisello Alinean

Paper 40