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

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

Webbiquity SMM

Website Presence (content published on a company’s own website, blog or microsite which ranks highly and attracts organic search traffic). Social Media Marketing Web Presence Optimization b2b procurement content development digital advertising MarketWire measurable online presence online advertising PRWeb public relations tactical WPO plan web presence optimization framework white paper WPO WPO model

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HP's Cutting-edge 'IT Operational Advantage Boardroom' Microsite features Alinean-powered ROI and Assessment Tools

The ROI Guy

This innovative microsite from HP really impressed me, not just because of its attractive interactive presentation, but because it contains science to backup the art - including a wealth of white papers and assessment tools for IT decision makers and frugal buyers. Visit the HP IT Operational Advantage Boardroom Microsite» [link].

The Importance of Value-Add Marketing Assets

ActiveDEMAND

There are many forms of such assets, from eBooks and white papers to use cases, videos, webinar events, recorded presentations and free trial-type offers. Marketers and business owners alike can develop content marketing assets such as: eBook/White Paper – Additional content based on original material such as a blog post. Consider: Micro-sites – Create a collection of related content, research and advice into a best-practices microsite or targeted website.

The Two Core Elements of B2B Social Media Marketing Success

Webbiquity SMM

Content can be produced in a wide variety of formats: • White papers. Microsites. Compelling: to be shareworthy from your standpoint, the content should compel the reader to take some sort of next step—download a white paper, register for a webinar, subscribe to your newsletter, contact your sales team—some type of action that makes the effort of developing the content worthwhile.

Tech Media Publishers looking more Like Interactive Marketing Firms Every Day

The ROI Guy

Starting research practices Inventing social media consultancies and services Developing and delivering lead generation microsites and webinars, executive assessment tools, interactive white papers, ROI / TCO calculators This shift is permanent and important, impacting sellers and buyers of technology, as well as the publishing and interactive marketing landscape.

Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best

The Point

Would the photoshopped cover of a white paper have anywhere near the same effect here? The response microsite continues the theme seamlessly, adding a textured background (one that would be awkward in the email) and a video of Juan himself. On the microsite, note the gray squares at lower left: Eloqua intends to roll out a sequence of campaign offers over time, but each offer is only available upon being launched.

Eloqua 145

How Much Copy Do I Need On My Landing Page?

The Point

Information such as FAQs, product specs, or terms and conditions can be made available through links and tabs as part of a larger microsite. At the other end of the offer spectrum, a simple information request such as a white paper download requires much less selling copy because you’re asking less of the reader. A white paper about a highly technical, complex solution, for example, requires no more copy than a paper about something much more basic.

Eloqua Lead Nurture: Deltek Case Study

Eloqua Tips and Tricks

High impact direct mail (DM) and targeted email (eDM), offering sharable content drove the contacts to a personalized, Eloqua microsite. 1 xPURL Microsite consisting of: 5 x Landing Pages. Download white paper. Has visited any page on the microsite.

Murphy's Laws of High Tech Copywriting

WriteSpark

Just as you''re planning a new content campaign, you will see a competitor''s microsite with the same concept. The product manager who wants an "objective" white paper will also want to see the most mentions possible of his or her product. Although April Fool''s Day was last week, its mischievous spirit is active year-round in technology marketing projects. And this mischief often reflects the proverbial Murphy''s Law, that "whatever can go wrong, will.".

Is Content Curation an Easy Way for Content Marketers to Do More.

Industrial Marketing Today

What’s more, for organizations just getting into publishing online — for those just starting a blog, say, or a microsite — curated content can allow them to ramp up quickly, both from an SEO as well as content perspective.” FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.

Murphy's Laws of High Tech Copywriting

WriteSpark

Just as you're planning a new content campaign, you will see a competitor's microsite with the same concept. The product manager who wants an "objective" white paper will also want to see the most mentions possible of his or her product. Although April Fool's Day was last week, its mischievous spirit is active year-round in technology marketing projects. And this mischief often reflects the proverbial Murphy's Law, that "whatever can go wrong, will.".

Content Marketing Strategy; How you need both an SEO and a lead generation/landing page plan.

NuSpark

Landing pages (or microsites) are created specifically to briefly promote your solution, and provide valuable content worth downloading or registering because it contributes to solving a business problem. Free demo” “Free white paper” “Register Now” “Download Now” are all common terms seen in ads with the goal to attract a prospect’s attention with a form of thought leadership without having to go through a multi-page website.

Content Marketing Strategy; How you need both an SEO and a lead generation/landing page plan.

NuSpark

Landing pages (or microsites) are created specifically to briefly promote your solution, and provide valuable content worth downloading or registering because it contributes to solving a business problem. Free demo” “Free white paper” “Register Now” “Download Now” are all common terms seen in ads with the goal to attract a prospect’s attention with a form of thought leadership without having to go through a multi-page website.

More Than A Thousand Words: The Power of Visual Storytelling

Marketing Insider Group

Today, we announced an interactive microsite called The Power of Visual Storytelling along with an accompanying white paper and Slideshare deck that we created in partnership with Getty Images. When I first saw the microsite, I was blown away. Additionally, we built the entire microsite on Ceros, which was fun because it became an opportunity to learn a new platform.

Words 193

How to Boost Your Strategy with B2B Video Marketing

B2B PR Sense

There are so many proven strategies for B2B marketing, including blogs, ebooks, and white papers -- why invest in a new content format, especially one that is such a departure from the "norm" that we've grown accustomed to? B2B video marketing has raised a few eyebrows in recent years.

Video 292

Content Takes Center Stage

Ambal's Amusings

" Stephanie Tilton is a seasoned white paper and case study writer who helps B2B companies advance the sales cycle by engaging prospects and customers. Restructure websites around buyer personas and buying stages, and/or launch prospect-focused microsites. Why should B2B organizations commit a growing percentage of their budget to content creation?

Why Content Strategists Must Understand UX

Content4Demand

Their craft is no longer confined to writing the perfect story for E-books, white papers and checklists. When crafting content for microsites, web pages and emails, I always find it helpful to create a wireframe to lay out my content and gut-check my approach.

Content Not Getting Enough Love? Try These 5 Easy Fixes

Oracle

And while it can be tempting to take that figure and assume it means to churn out more white papers to give audiences the specific information they crave, the overabundance of these materials could actually be the problem. The Content Marketing Institute reports that 71% of B2B marketers use white papers in their marketing strategies with an average of 13 per company. It’s no secret that marketers are attention seekers, at least when it comes to content.

Introducing Contently Live

Contently

Contently Live is built to drive the business results—like lead generation, attention, and revenue—that marketers are on the hook for, without the hassle of having to build or maintain code on a website or microsite themselves. Built-in Document Analytics for embedding and optimizing lead forms within downloadable content like white papers and e-books. There is undoubtedly value in learning as much as you can about something before trying it.

Set the Record Straight: Marketing Automation vs. Email Programs

NuSpark

In this space, there has recently been a multitude of white papers, ebooks, case studies, and webinars pushing the technology, hoping a key executive finally says to the boss- “I suppose we should look into this.&# As he/she should. By reviewing the activity of your leads via Marketing Automation dashboards, you’ll know if your quality leads viewed webinars, downloaded which white papers, viewed which pages on your site, and responded to which offers.

15 B2B case studies show how content marketing drives ROI

Biznology

ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. DEMANDBASE : A B2B marketing cloud helped B2B marketers make the right content technology investment by using a white paper, infographic, webinar, Slideshare, and a live presentation to spotlight tools that can maximize the power of content.

SEO and Content Marketing Work Together

NuSpark

Promotional ads Get content now Landing page/microsite Immediate leads. PDFs are also indexed; a valuable way to get white papers to appear on search results if optimized properly. Search Engine Optimization, or SEO, is the unique mix of art and science with the ultimate goal to showcase your firm on Google’s first page when users query a term that your firm provides as an answer to that query.

Work 144

SEO and Content Marketing Work Together

NuSpark

Promotional ads Get content now Landing page/microsite Immediate leads. PDFs are also indexed; a valuable way to get white papers to appear on search results if optimized properly. Search Engine Optimization, or SEO, is the unique mix of art and science with the ultimate goal to showcase your firm on Google’s first page when users query a term that your firm provides as an answer to that query.

Work 144

HP Launches Networking ROI Campaign with Alinean Tools

The ROI Guy

To drive more and higher qualified leads, HP Procurve and Carolina Advanced Digital, an HP partner, have launched a campaign and microsite to promote the ROI of its solutions. The tool and white paper are available from: [link] (registration is required). The campaign is designed to help customers understand the value proposition of HP Procurve solutions, and use an ROI tool (powered by Alinean) to quantify personal ROI potential.

Are you a social media marketing trapper?

Biznology

Social media trappers have figured out how to use hashtags as well as how to generate compelling content with the express purpose of sharing, content that is somewhere else, content that doesn’t live on a social network but, rather, lives on a branded web site, corporate site, blog, or microsite. The email list, of course, a Feedburner RSS subscription , or maybe signing up for a free white paper, a sign-up form, or even just a contact form.

Content: The Show That Never Ends

Marketing Insider Group

In the discovery part of our conversation, they showed me some of their recent content work: A microsite that an agency set up for them last year. “ Transferring campaign thinking to content development, we can see why the half-life of most deliverables – white papers, webinars, infographics, YouTube videos – is so short. Whether we are developing one asset (a white paper, video, etc.) Welcome back my friends to the show that never ends .

The Ultimate Guide To A Content Marketing Strategy That Delivers ROI

Marketing Insider Group

They managed $1 million in new business, not from tons and tons of content, but from a logical content bundle that included a white paper, infographic, webinar, live presentation and Slideshare. REI’s content hub has enough complexity to deserve a microsite.

ROI 273

How to Increase Senior Living Lead Generation With Marketing Automation

SmartBug Media

A great starting point is to take one of your best pieces of content, such as an e-book, guide, or white paper, and turn it into a simple conversion path, which includes: The content itself. Use a smart CTA to send them back to that community’s page or microsite.

Animoto: Easy, Cost-Effective Video Content to Go

The Point

Good video content engages customers and prospects like no white paper or webinar can. And integrating video content into a campaign microsite or lead nurturing program is an effective way to add spark and visual interest and drive response. Videos are easily accessible at any time, from any place, and adapt readily to mobile devices.

Cost 119

Optimizing your site information architecture (IA) for Panda

Biznology

No one goes looking for white papers. They will choose a white paper within that topic area if it suits the information task they are trying to accomplish. One of the best ways to do this is to build a site map file off of the root directory of your site or microsite. Photo credit: Wikipedia. Last time I wrote about cleaning house and freeing up Google’s index for your best content.

Sites 135

4 Big Shifts That Will Usher in a New Generation of Content Marketing

Contently

Then as digital came along, they took on website design, banners, and the occasional god awful microsite. In the past, brands created content two ways: in house or through an agency. These content marketing methods were usually used in tandem.

How to Create Great Gated Content From Existing Content

Content Marketing Institute

If your business is committed to content, you’re probably sitting on a pile of e-books, white papers, and maybe even videos. We built a microsite, an area on our website devoted to influencer marketing. Mention created a microsite to serve as one-stop content shop for #influencermarketing, says @mrwhatman. We built the microsite. Having six brands promote and share it made the microsite race to the top of the day’s products.

5 Tips for Executing a B2B Tech Content Marketing Strategy

KoMarketing Associates

Microsites. For content creators, this means there should be website content (blogs, videos, case studies, white papers) that are easily accessible and get straight to the point. At KoMarketing, we work with a variety of clients that offer products and services spanning the B2B spectrum. For this reason, it’s important for us to understand the best ways to reach their key audiences and on what channels and platforms to do so.

Seven Groups of Tools for Designing and Optimizing Websites

Webbiquity

The content on your website includes not only the text and images on your web pages, but also downloadable assets like guides, ebooks, and white papers. Among the most popular services are SerpBook , Microsite Masters , Authority Labs , AccuRanker , and SERPWoo. For B2B complex product sites, it’s lead generation: register for a webinar, arrange a demo, download a white paper or ebook, or contact us.

Design 147

How to Boost Your Strategy with B2B Video Marketing

B2B PR Sense

There are so many proven strategies for B2B marketing, including blogs, ebooks, and white papers -- why invest in a new content format, especially one that is such a departure from the "norm" that we've grown accustomed to? B2B video marketing has raised a few eyebrows in recent years.

Video 156

B2B Content Marketing Trends in the Software Industry: CMI Survey Recap

KoMarketing Associates

While they consider videos, social media, and articles on other websites less effective than their B2B peers do, software marketers consider white papers, research reports, ebooks, and microsites to be more effective than their B2B peers. Last month, Content Marketing Institute (CMI) released its report , “B2B Software Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America,” sponsored by the International Data Group (IDG).

Survey 168