The Demise of the White Paper is Greatly Exaggerated

The Point

If you can say anything about marketers, it’s that we love obituaries. Inbound Marketing? Outside the rarified air of marketing punditry, however – i.e. in the land of marketing practitioners – all three of these concepts are still alive and well.

Paper 239

People Don’t Read Your White Papers. Who Cares?

The Point

New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads. But what if the insight gained from these technologies is unwelcome news, namely that people are downloading, but not actually consuming, marketing content?

Paper 207

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 251

Not All Industrial White Papers Merit Registration

Industrial Marketing Today

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.]. Please click on the headline to read the full article.

Paper 226

How B2B Marketing is Changing in 2018

1How B2B Marketing. from SMB Marketing Leaders Brought to you by 2Introduction This study examined priorities, challenges, and trends for B2B marketers. The top priorities for B2B marketers this year are generating more high-quality leads and. Because content.

How to Write a White Paper That Generates Quality Leads

NuSpark

The first time you heard the term “white paper,” it was likely in relation to a government or company policy document. Often, white papers require users to register contact details before downloading, which makes them a valuable lead generation tool. How White Papers Work.

Paper 141

How B2B Marketers Create and Promote White Papers That Convert

KoMarketing Associates

Thanks to the internet, there are seemingly endless ways for B2B marketers to reach their audiences. However, choosing the right form of content can be a challenge as a result. According to the “B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America” report, 71 percent of today’s B2B marketers leverage ebooks/white papers for content marketing purposes. Next, you should consider the title of the white paper.

Paper 130

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Have Marketers Killed This B2B Golden Goose? 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. Market Analysis?

Paper 188

White Papers: Refresh or Write Fresh?

WriteSpark

Your marketing team 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. These papers offer proven performance that you'll want to sustain.

Paper 120

White Papers: Refresh or Write Fresh?

WriteSpark

Your marketing team 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. These papers offer proven performance that you'll want to sustain.

Paper 120

5 Creative Ways to Make Your White Paper Irresistible

The Point

It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. 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.

Paper 196

10 Steps to an Intent-Driven White Paper Campaign

Aberdeen

As a marketer, I enjoy working on white paper campaigns. White papers are one of my favorite types of marketing collateral because they involve every aspect of content marketing. Are you gating your content completely, not at all, or are you semi gating it?

Emotion and Empathy: The Storytelling Keys to Content Marketing

Modern Marketing

How does this relate to marketing. Well, storytelling is the very essence of content marketing. Storytelling helps content marketers: Sell or market. Marketing is a conversation, and conversations almost always include storytelling. White papers.

How To Create A White Paper That Converts

Modern Marketing

White papers are often perceived as the more serious older sibling of the eBook. As such, it’s not uncommon for white papers to be—well, boring. White papers are among most requested resource formats of B2B buyers. Why should I read this white paper?

Paper 232

What My Paper Route Taught Me about Content Marketing

The Effective Marketer

My career in content marketing started at age 12. Every day I’d load up my red Schwinn Varsity bicycle with The Aurora Beacon News and head out to make deliveries, learning valuable lessons about digital content marketing that just starting to sink in lately. 1. Content Marketing Is Hard Work. Trying to pass off lame, rehashed content as something new and relevant. The principle still applies in the age of digital content.

Paper 159

The Lost Marketing Art of Ink on Paper

Marketing Craftmanship

In a pre-pixilated world in the not too distant past, Ink on Paper ruled the world of marketing. Content stood on its own, linked to nothing. Ink on Paper places something physical into a person’s hands. Time to temper our love affair with pixels on a screen?

Paper 196

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.

Paper 76

Industrial Content Marketing: Product Centric vs. Customer Centric Content

Industrial Marketing Today

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the Metalworking and the Pulp & Paper industries.

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.

Paper 80

White Papers: Refresh or Write Fresh?

WriteSpark

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. Content Marketing Sales Materials White Papers

Paper 170

How to Create a White Paper: Get Found Online and Grow Readership

Writing on the Web

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. It’s a crucial piece of content marketing.

Paper 154

B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation

“With the rise of content marketing, a lot of businesses get stuck in the eBook rut,” saysLinda West ( @ misslindawest ), Director of Digital Marketing at Act-On Software , a rapidly growing company that makes a marketing automation Software as a Service (SaaS).

Video 309

34 Compelling Content Marketing Stats and Facts

Webbiquity

Content marketing is now ubiquitous, with 93% of all marketers saying they do content marketing (it’s not clear what the other 7% are doing). Sales are a top goal of content marketing—but website traffic is the most common metric used to measure success.

Stats 281

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 156

8 content marketing trends manufacturing marketers need to know

Tomorrow People

The extent to which manufacturing companies succeed is dependent on how those technologies are applied ”, says George Houtappel, Vice President of Marketing at Solvay. Don’t ignore your marketing automation. If it’s predictable and repeatable, marketing automation can handle it.

Trends 204

One-Third of Marketers Increased their Content Marketing Spend in 2018

KoMarketing Associates

As marketers continue to look for new ways to reach out to their target audiences, new research shows that they are still dedicated to content marketing as a way to resonate with their customers. More people are trying to fit content into what they’re doing.”.

WriteSpark: Best Blog Posts about White Papers

WriteSpark

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.

Paper 131

How To Improve B2B Content Marketing With Marketing Automation

KoMarketing Associates

Random acts of content. Unused content. Content that never had a chance at seeing a positive ROI. As more and more B2B content marketing professionals figure out what it takes to build an effective content machine, we’re all getting a lot more disciplined.

More Marketers Turning to Email to Enhance Content Marketing Strategies

KoMarketing Associates

As marketers look to expand upon their content marketing strategies, new research suggests that they are turning to email even more to boost performance. Satisfying Customers Through Content Marketing. Email Marketing Industry News digital marketing email marketin

Email 245

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? Promote Your Content Among Key Influencers.

Brand 286

Influencers: the key to content marketing

Biznology

I recently had the pleasure of participating in a B2B digital marketing forum hosted by The Conference Board and led by Mike Moran and Tim Peter. The lively discussion covered a lot of ground, reflecting the needs of marketing executives striving to do digital well.

10 Great Writing Books & Tools For B2B Content Marketers

KoMarketing Associates

Content marketing is more than just a knack for putting words on paper or coming up with the right budget and platform. Being a great writer is a valued skill that now goes beyond teaching in a classroom or being an author in today’s market. Content Marketing Books.

What Does a Content Marketing Manager Do Exactly?

DivvyHQ

While the practice of content marketing has been around for decades, it’s only started to come into its own as a recognized and respected form of marketing in the last decade. Among the most common new titles we see these days is the Content Marketing Manager.

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

WriteSpark: Best Blog Posts about White Papers

WriteSpark

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.

Paper 120

5 Tips for Executing a B2B Tech Content Marketing Strategy

KoMarketing Associates

Content marketing is one of the core components of our most successful B2B online marketing campaigns, but creating content that truly gets the job done for B2B tech companies can certainly be a challenge. Market to Millennials. Create Content for Multiple Personas.

Is Your White Paper a Sales Pitch in Disguise?

Writing on the Web

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? Related posts: No White Paper?

Paper 148

3 Ways to Expand Your Content Marketing Strategy Beyond Blog Posts

KoMarketing Associates

However, now that content marketing has become one of the most popular strategies in digital marketing for 2014 (and hopefully beyond), it may be time to step your content marketing game. White Papers.

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

How a great lead generation website will supercharge your content marketing strategy

Tomorrow People

Wanna know the secret sauce to a great lead generation website and how it feeds into your overall content marketing strategy to deliver leads and ROI? For content marketers, strategy is a practical part of their marketing. Strategy for lead generation — content marketing’s primary goal — involves looking at what you want your website to do, rather than what it is. Tomorrow People found that over half of marketers aren’t sure they’ve got it right.