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. feedback from his team) suggests that no-one reads his company’s white papers and, he concluded, this rendered the entire purpose of content marketing moot.

Paper 161

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
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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

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. Set the purchasing agenda with white papers. Crafting White Paper 2.0

Paper 131

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. 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 131

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. Set the purchasing agenda with white papers. Crafting White Paper 2.0

Paper 120

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. Benefits/Applications/ROI (including case studies, if possible).

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

What Is a White Paper?

ClearVoice

What is a white paper? A white paper is an in-depth piece of content (similar to an ebook) or well-researched report that allows a business to serve as an authority on a topic, often by presenting a problem alongside a solution. Research papers.

Paper 52

White Paper Success Summit 2010

Ambal's Amusings

White paper marketing works! based on recent study by Eccolo Media ). White papers yield powerful influence: 84% of businesses find white papers either moderately or extremely influential in their purchasing decisions. White papers are the most viral form of marketing collateral: White papers are the most commonly shared form of marketing collateral, with 89% of readers passing them along to others.

Paper 130

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

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

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

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. Generating More Leads with Video White Papers.

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. By creating quality content like blog posts, white papers, eBooks, infographics, videos, podcasts, and case studies, you can connect with potential buyers in meaningful ways that help solve their most pressing problems.

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

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

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

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? And neither would all the B2B companies who generate thousands of quality leads every year through content syndication and other white paper marketing channels. It’s because a less text-heavy, ebook-style white paper is easier to read.

Paper 186

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. Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago.

Leads 185

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 57

ClickInsights: What is your favorite white paper? Why do you like it?

Ambal's Amusings

White papers come in all shapes and forms. Our Panel of White Paper Experts have written and reviewed thousands of white papers over the years. Which white paper stands out in their mind? We have invited White Paper Experts to answer this query: "Give one example of your most favorite white paper and why you like it" Read on to get their insights. He is also the author of the White Paper Pundit blog.

Paper 143

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. From unactionable and unsubstantiated ideas, to walls of text and incomprehensible visuals, it seems easier for white papers to go wrong rather than right. Here’s how to clean up your white papers, from entry to distribution.

Paper 67

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. What Is an Interactive White Paper? Interactive white papers can take several forms. It begins with the existing white paper.

Paper 48

White Paper Alternatives for the Savvy B2B Marketer

SnapApp

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. Podcasts can be powerful lead generators that bring in new customers and build brand awareness much in the same way a traditional white paper would. On the rise in popularity, one recent study found that about 17% of US adults are listening to podcasts, which is a 5% increase from the previous year.

Paper 52

ClickInsights: What is the biggest mistake to avoid when writing a white paper?

Ambal's Amusings

White papers can be really valuable tools to educate your prospects. So you invest time and money in creating and marketing white papers. Before embarking on this journey, stop and learn what not to do in awhite paper. We have invited White Paper Experts to shed light on the following question: "What is the biggest mistake to avoid when writing a white paper?" Recommended Resources from Experts on white papers.

Paper 130

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

The ROI Guy

Leveraging a Total Economic Impact (TEI) study and white paper by Forrester, Alinean created an interactive white paper for Concur, so that prospects not only received the TEI study results showing average opportunities and savings, but a customized analysis of their own unique business case for Concur. The more personalized and relevant interactive white paper is leveraged in marketing campaigns to drive better lead generation and quality.

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. Let’s be clear here – we’re not saying you should convert your white paper into sales collateral. The best demand generation campaigns start with content that your prospects want.

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. With this Interactive White Paper, Dell | Intel were able to connect and engage with CIOs more effectively, challenge CIOs on key opportunities for improvement, and consultatively recommend next-gen technology to transform IT.

Surado White Paper: Small Print, Big Heart

Customer Experience Matrix

I suppose it’s petty to complain about the size of the type used in a white paper, but you would think something called “The CEO’s Guide to CRM Success” would recognize that senior managers might struggle with a six point font. Yet somehow that tiny type—presumably chosen to keep the paper small enough for busy readers—fits with the general feel of this document, available here from Surado Solutions ( www.surado.com ). Did I just call a CRM white paper “charmingly earnest”?

Paper 120

The Best FREE White Papers of 2010

delicious b2bmarketing

White Paper Pundit Helping you understand the world's most unique business communications medium « Brand Promotion in a White Paper: Where Should You Draw the Line? The Best FREE White Papers of 2010 Since April 2009, cataloging free white papers that have been tweeted via Twitter has been a regular part of this blog. as outlined in my new book: “Crafting White Paper 2.0?.

Paper 40

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

Paper 57