The Demise of the White Paper is Greatly Exaggerated

The Point

B2B marketers have long understood that identifying prospects by role, company type and selling stage, and then targeting content and campaigns to those same segments, is a sure recipe for success. Expand Beyond the White Paper. But is the white paper dead?

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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.

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Trending Sources

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.

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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.

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18 Ways to Promote Your White Paper for Lead Generation

NuSpark

Well, your firm has written and produced a white paper. A 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: . .

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White Paper Alternatives for the Savvy B2B Marketer

SnapApp

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.

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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.

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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.

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The B2B Marketer's Guide to Interactive White Papers

SnapApp

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.

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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.”.

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.

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

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. And your content can do the filtering for you. Too Little Content.

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How to Build Your Content Portfolio with Fresh eBooks

emedia

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. Get ideas and inspiration here. eBooks are worth investing in for 2016.

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

Webbiquity

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. Execution: this includes multiple avenues of content creation, distribution and follow-up.

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. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. A survey is the ideal “no content” campaign because it creates its own offer.

Are LinkedIn Groups experiencing a crisis?

Biznology

It makes you wonder if LinkedIn groups will experience the same fate as Google+ Communities , deserted after members go elsewhere for relevant discussions and cutting-edge content? Become an active participant by sharing regular, relevant posts with your groups.

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

Modern Marketing

She works primarily with financial technology firms to refine their integrated marketing strategy and content marketing programs, helping them facilitate the customer buying process. or “What types of content are you interested in receiving?”

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The Two Core Elements of B2B Social Media Marketing Success

Webbiquity

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.

Content Marketing Predictions for 2018

Navigate the Channel

Content marketing is here to stay. According to a report by Smart Insights , content marketing was rated the most valuable technique for increasing incremental sales throughout 2017—and it shows no signs of stopping anytime soon. Original Content is Still Critical.

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. Short Attention Span Theater - 48% of buyers would like content to be more concise, taking less time to consume.

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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.

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). More white papers, More infographics, More videos.

Influencers: the key to content marketing

Biznology

Mike invited me because of all the experience in B2B digital marketing I have accumulated at IBM , much of which we distilled into our book Outside-In Marketing: Using Big Data to Guide Your Content Marketi ng. The year before we did this, I edited 280 white papers (average length, 40 pages).

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

Modern Marketing

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. Just publishing content on its own doesn’t accomplish this."

White Papers: Too Much Fat, Not Enough Meat

WriteSpark

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. Segment lengthy content.

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.

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.

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.

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

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

Modern Marketing

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. web and content teams)?

Driving B2B Engagement with Personalized Content

The Point

Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.” As a sneak preview, here are some of the key takeaways from our discussion: Marketing content is devalued.

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

WriteSpark

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. Content Marketing White Papers Working with Writers technical marketing technical sales white papersAn obvious typo.

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.

How to write lead generating white papers?

Ambal's Amusings

White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog.

FAQ 2

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

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.

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3 Reasons Why Your Content Isn’t Converting

Act-On

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. Your content is siloed.

ClickPredictions: The Short-Attention White Paper

Ambal's Amusings

" Jonathan Kantor is a 26-year veteran of the technology industry, the author of the new book Crafting White Paper 2.0 , and the primary contributor to the WhitePaperPundit.com blog. "Use Visual Enhancements to Engage New Media, Short Attention White Paper Readers.”

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.

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Eight Timeless Tips for Creating Great Content

The Content Factor

Some things never go out of style, and that includes the rules for great content. Almost seven years ago, before content marketing was really a “thing,” The Content Factor published a piece about writing white papers. Graphics are content, too.

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