The Demise of the White Paper is Greatly Exaggerated

The Point

Expand Beyond the White Paper. Look, I’m all for creating a mix of content – ebooks, video, Webcasts, infographics, ebooks, case studies, etc. – But is the white paper dead? It’s because a less text-heavy, ebook-style white paper is easier to read.

Paper 95

Modern White Paper Marketing: How to Create Readable, Shareable, and Successful White Papers

Content Standard

?. Thank you for your interest in white paper marketing! I feel like this is how too many of my white paper experiences begin, and right from the start it leaves a stale taste in my mouth as a reader. Here’s how to clean up your white papers, from entry to distribution.

Paper 36

Trending Sources

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

Marketing Craftmanship

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 papers jumped the shark when they became paid content. Blue Paper?

Paper 72

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 29

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 29

Raise Your Customer’s Voice: A Fresh Look at Case Studies & Testimonials


In a marketplace that’s become crowded with new types of information in new channels, is there still a role for case studies and testimonials? Recent research indicates that case studies are still a popular and effective tactic. The same is true for your case study.

Study: Half of Marketing Jobs Will Be Replaced by Machine Intelligence

Customer Experience Matrix

That’s pretty scary but a second, even more intriguing article quoted a study by Oxford economists Carl Benedikt Frey and Michael A. In examining the Frey and Osborne paper, I found just two categories that included “marketing” in their title: “Marketing Managers” with a 1.4%

WriteSpark: Best Blog Posts about White Papers


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.

Case Study: The New UK CIO Interactive White Paper (by IDG & sponsored by Dell | Intel)

The ROI Guy

In a study of UK CIOs, IDG Research Services determined that CIOs desired to spend more time leading change efforts, over the next 3-5 years, driving business innovation and developing new go-to-market strategies. Click here to see the New UK CIO Interactive White Paper in action.

A Follow-Up Strategy for Content Syndication Leads

The Point

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. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”.

White Paper Alternatives for the Savvy B2B Marketer


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. See if any of your competitors are using live broadcasting, and if so, study their tactics.

Paper 35

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.

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 24

Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

In this case, there was no offer per se, no white paper or Webinar or other information of value.

The B2B Marketer's Guide to Interactive White Papers


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.

Paper 29

Is The White Paper Dead for B2B Marketing?

Buzz Marketing for Technology

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!”

Paper 58

6 studies show why Facebook organic reach is declining so quickly


Here are 6 studies to explain. TOO MANY POSTS, TOO LITTLE SPACE ( FACEBOOK ): Facebook studied the average user to find 1,500 posts appear in their feed each day. All of the detailed data, analysis, and practical recommendations are in the full white paper.

8 Questions to Help You Decide if Your Content is Good Enough

The Point

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates.

What is business video content marketing and how to get started


If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.

White Papers: Refresh or Write Fresh?


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. Updated product details, new case studies etc.

Sales 11

Do you need different kinds of video for sales enablement?


white papers. customer case studies. Templates and white papers (65.3%) are the most used items during the prospecting phase. Vidyard recently published an infographic that cleverly maps 12 types of video productions (explainers, product info, chalk talks, personalized, etc.)

Case Study: Dell Desktop Virtualization Solution (DDVS) Benefits Estimator

The ROI Guy

TCO Calculator interactive white paper Value Marketing Dell Pisello Benefits Estimator Alinean ROI CalculatorThe Dell Desktop Virtualization Solution (DDVS) offers several alternatives to purchase, implement, host and manage virtualized desktops.

The Two Core Elements of B2B Social Media Marketing Success


Content can be produced in a wide variety of formats: • White papers. Case studies. 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.

Creating an Interactive Marketing Campaign from Start to Finish [Case Study]


Interactive white paper. Consider the finding that X% of B2B buyers, regardless of generation, doesn’t want to download a white paper. We’re de-prioritizing our own focus on white papers. .

A Day in the Life of a Creative Manager


Content White Papers Blog Creative Manager Case Studies Blog Post Infographics Homepage ResourcesHow do you make your content stand out? Hire a creative manager. A creative manager’s job is to get the right content to the right people at the right time.

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

56 Tweet-Worthy Enterprise Marketing Stats from Skyword’s Original Research: “A Study in Brand Transformation”

Content Standard

Marketing departments are investing significantly less in longer forms of content such as eBooks (17%) and white papers (18%) when compared with their investment in video and blogs. eBooks & white papers) were not among the ten most common types of content produced by enterprise marketers.

Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

White Papers. Study: B-to-B Marketers Lagging With Social Media. ); E-Mail Alert Sign-Up. --> Subscribe Now. --> Media Kit. --> About FOLIO. RSS Feeds. --> --> Bookmark folio. MediaPRO Community. Job Board. SEARCH FOLIO: Search. Careers. Careers Home. Search Jobs.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

In the past year, 88% of people report using white papers for business research, followed by 73% for webinars. White papers are rated “most valuable” more frequently than any other format (56% of those that rated white papers).

Why Buyer-Centric?


I read a great article this week written by Jeffrey Eisenberg called Heros Don’t Play It Safe: A Customer-Centric Case Study on the success Timberland experienced when they became buyer-centric. Don’t assume buyers want to talk to you because they downloaded three white papers in one day.

Case Study: Concur Travel Management and Expense System Interactive White Paper

The ROI Guy

The more personalized and relevant interactive white paper is leveraged in marketing campaigns to drive better lead generation and quality. Click here to see the Concur Travel Management andExpense System Interactive White Paper in action.

Layered Approach to Digital Marketing Helps Deliver 33% More Leads for RM Hoffman


Previously that had been done on pieces of paper. If they can get a PDF, if they can get a white paper, if they can do it themselves, that’s ideal for them. Download the case study to learn more about how R.M. Editor’s note: Richard M. Hoffman founded the R.M.

Building a Blueprint for Sales and Marketing Success, Step 4: Content Marketing

Marketing Action

White papers. Case studies. You can, for example, send the same white paper out four to six times a year. B2B Marketing Corporate Marketing Automation Blogging case studies content marketing marketing marketing automation social media webinars white papersStep 4.

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.) “Always show an image of the offer.”

Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn


Recent studies show that account-based marketing approaches generate a higher ROI. For example: An Alterra Group study shows that 97% of marketers reported that account-based marketing approaches had the highest ROI. Click here to read the full case studies for the companies above.

Do You Need a Long-Form or Short-Form Copywriter?


A typical job ad for a copywriter includes a statement like this: "Must be able to write all types of content, from white papers to webpages to tweets.". It''s easy to understand that writing white papers requires much more skill and experience than writing social media updates.

5 Steps to Feed the Content Beast

Modern Marketing

An Ascend2 study revealed that premium content, such as research reports, white papers, eBooks, and webinars are most effective at generating qualified leads. for you based on their work creating the core white paper or report.

Lead 122

Case Study: Avaya IP Office TCO Calculator

The ROI Guy

Where a traditional white paper would normally be used, the interactive tool delivers a much more personalized and relevant analysis report, with specific content to resonate with today’s more frugal buyer.

Tools 11

Top 5 Content Marketing Trends You Need to Know for 2015

The ROI Guy

And most of the campaigns are White Paper download offers – with the average executive receiving over 50 offers each business day. White Papers have become the crack cocaine of email marketing. Studies indicate even 5 pages might be too long today.

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

Modern Marketing

Studies show the average corporate employee receives approximately 105 emails per day. For instance, you could offer a complimentary white paper or case study download, available exclusively to those who subscribe to your communications.

Opt-in 109