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

The Point

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper. So, does it matter if your white papers or ebooks or case studies are downloaded but not actually consumed?

Paper 161

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.” B2B Marketing Content marketing Content Syndication Demand Generation lead generation White Paper Syndication White Papers white paper marketing

Paper 175
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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 159

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 paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. White papers jumped the shark when they became paid content. Blue Paper?

Paper 145

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

White Paper Syndication: Fool-Proof Formula for B2B Lead Generation

TrueInfluence

White papers rank among the most effective content types for b2b lead generation. Developing a white paper or other long-format content alone won’t spur leads, however. Herein lies the value of white paper syndication.

Paper 56

How B2B Marketers Create and Promote White Papers That Convert

KoMarketing Associates

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. From the report: “Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective at helping their organizations achieve specific objectives.”

Paper 120

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

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. At the other end of the list would be a customized white paper. In my case a specific example would be a white paper for one of my executive coaching clients.

Paper 119

Permission Marketing Drives White Paper Relevance

NuSpark

Your prospects have access to vast amounts of content, and they want it on their terms. Gone are the days when your prospects would read glossy, image-laden brochures that are all about you. Your savvy, educated and overworked prospects will only invest time in reading your materials if your words offer value. Enter the white paper. White papers have become a powerful marketing tool because of two important qualities.

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: . . There are a myriad of methods to promote your white paper, generate interest, and get Google to index them for SEO. Put a link to your new white paper on your home page.

Paper 176

White Paper: Crafting Effective Virtual Event Marketing Programs

Ledger Bennett

This White Paper will detail the proven strategy for successful virtual event marketing promotion Ledger Bennett deploy to provide your business a reliable pathway to measurable results. These will include customers, prospects, key channel partners and industry influencers.

Paper 56

What is interactive white paper and how to use them in your strategy

RockContent

White papers represent another relevant type of content but have been losing space over time. However, the advent of the interactive white paper has brought back this type of format, enabling several benefits to a marketing and sales strategy. That’s a white paper.

Paper 157

Set the Purchasing Agenda with White Papers

WriteSpark

Many companies use white papers at the beginning of the sales cycle to attract prospects. But white papers can also be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration. A white paper that presents a product selection guide also can set the purchasing agenda in a prospect's mind.

Paper 120

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. At their best, white papers accomplish two mutually beneficial goals: • They provide readers with valuable, actionable, vendor-agnostic (or at least mostly agnostic) information about a trend, concept or topic.

Paper 164

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?" Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog.

Paper 144

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. Across the buyer’s decision-making journey, white papers are leveraged: 35% during the early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?”

Paper 59

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. These bloated documents can mean not only diminished marketing results, but also a missed opportunity for delivering the information prospects seek. white papers that don't contain enough technical information are more likely to disappoint than those that possess too much.". Are you trying to cram too much content into one white paper?

Paper 142

17 Ways to Promote Your White Paper for Lead Generation

NuSpark

You’ve written, designed and produced a white paper. If you subscribe to the theory of “if you build it they will come,” your white paper is dead in the water. There is a myriad of methods to promote your white paper, generate interest, and help it climb Google’s search engine rankings. Store your white paper on a separate page of your site, as shown on the right, with an SEO-friendly URL, title, and Meta description.

Paper 100

Power up your content marketing strategy with white papers

Integrated B2B

The mention of a ‘white paper’ is likely to send shivers down the spine of any marketing manager today. And it’s no surprise, because the work it takes to produce a good white paper should not be underestimated. But first, what is a white paper?

Paper 52

ClickLaunch: Jonathan Kantor's Crafting White Paper 2.0

Ambal's Amusings

What impact does this have on the readers of our white papers? How do we ensure that our white paper is not only read but also acted upon? Jonathan Kantor addresses this question and more in his new book Crafting White Paper 2.0: Crafting White Paper 2.0 I have invited Jonathan Kantor to discuss his new book Crafting White Paper 2.0 and share his insights on white papers with us. A “White Paper 2.0”

Paper 147

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. These bloated documents can mean not only diminished marketing results, but also a missed opportunity for delivering the information prospects seek. white papers that don't contain enough technical information are more likely to disappoint than those that possess too much.". Are you trying to cram too much content into one white paper?

Paper 120

The Long-Form, Text-Heavy White Paper is Dead

WriteSpark

Every time I see a long-form, copy-heavy sales document these days, my first reaction is "Why do marketers still think prospects will read this?" Does this mean I think white papers are no longer effective as marketing documents? Content Marketing White PapersNo, not at all. But they do need to change in length, content, and presentation. Continue reading this post on my Copywriting That Sells High Tech blog.

Paper 120

Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers.

Paper 148

The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years.

Paper 146

AVNET Interactive White Paper

The ROI Guy

Challenge AVNET wanted to deliver thought leadership insights on potential opportunities and solutions to each prospect, and accomplish this without having to develop and maintain separate white papers for each industry. Solution AVNET turned to Alinean to an interactive white paper, providing each prospect with personalized insights, solution recommendations and value messaging specific to their industry and unique opportunities.

Paper 43

How to enhance information absorption for your white paper?

Ambal's Amusings

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used? What are components of a good video white paper?" Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers.

Paper 141

ClickInsights: What is the ideal length of a white paper?

Ambal's Amusings

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" " Anything less than 5 pages is just too short to be a white paper " Michael Stelzner's Bio.

Paper 143

The White Paper Question: To Gate or Not To Gate?

Ambal's Amusings

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. White Paper FAQs.

Paper 138

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!” We think white papers – even those in PDF form that are emailed or posted on a website – are a relic of the print days” said Bob Buday , President of the Bloom Group.

Paper 201

3 Reasons to add pay-per-lead white paper syndication to your digital marketing plan

Sales Engine

3 Reasons to add pay-per-lead white paper syndication to your digital marketing plan There are three challenges every B2B marketer faces as they try to build a lead generating engine to feed their sales team: 1. Whether you connect via email, text, social media, or your website, the currency of engaging your prospects is content. Not long ago, you could purchase a list of THOUSANDS of prospects and immediately email them your content.

Paper 146

Know Thy Audience: Business and Technical White Papers

Ambal's Amusings

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? "Technical white papers are radically different from business-oriented white papers in size, format, and use of terminology."

Paper 122

Ways to Generate Leads through White Paper Syndication

Valasys

Writing the white papers is both an art & science. Marketers who are experts at creating white papers understand that whitepapers don’t occur overnight. What is White Paper Syndication? All the images of the white paper can be used.

Paper 56

ClickInsights: How to choose a white paper syndication partner?

Ambal's Amusings

How do you market your white papers? Can syndication partners take your white paper to your prospects? Stephanie Tilton has published a timely 14-page report on White Paper Syndication Options for Technology Marketers. White Paper Syndication Options for Technology Marketers report has great information on the following: List of Syndication Partners. Costs to syndicate your white papers. Find White Papers.

Paper 126

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Back to Eloqua Prospect Profiler.

Eloqua 120

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. Across the buyer’s decision-making journey, white papers are leveraged during the: Early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?”

Paper 62

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. the better to attract a wider spectrum of prospects with different preferences for how they like to consume information. But is the white paper dead? Yes, prospects want information that is targeted and personalized and relevant.

Paper 186