The white paper wears many hats, doesn’t it? Some days, it introduces a new product or idea to the marketplace. Other days, it serves as an executive summary, a review of what is already available. It can have varying definitions depending on the professional field. In the commercial world, the mission of a white paper…
Ever wonder why we write so many white papers? Sure, they’re a great way to present a business solution to the marketplace. But in their traditional PDF format, they are also in danger of languishing in email indefinitely. Even well-written content runs the risk of being ignored if it fails to engage decision-makers from…
The advent of social media has changed not only how decision-makers are exposed to white paper content as a whole, but also what they do with it after they read it. A few years ago, a white paper might have been read and filed. The reader might have discussed some of the paper’s content with…
White papers are still the most influential collateral piece for the B2B buyer. In a recent survey of B2B collateral usage by Eccolo Media, for the 3rd year in a row, white papers ranked #1 with 83% of respondents indicating white papers were most influential when compared to other collateral types. However, look at many…
In case you haven’t noticed, customers don’t act the way they used to. When they encounter a problem in their business, buyers don’t necessarily wait for a sales team to provide them with the solution. Instead, they do their own research, both online and among peers, before ever making contact with a vendor. They have…
You’ve done your part. You have a fully-developed white paper in hand and a strategically-targeted audience in your sights. But how do you ensure that your campaign will develop the B2B lead generation needed for a successful product launch? Don’t Overpay Doing more with less means that you need to reach a large, highly receptive…
The method of content consumption in your persona as a professional and as a consumer have not only blurred–they have completely blended. The obligatory follow-up question about whether this has an impact on your white paper lead generation program is easy to answer….Now is the time to look at aligning the distribution of your white…
There’s no question that white papers are a critical component of many corporate marketing efforts. Traditional white papers have always been an effective way for companies to generate leads and to build their brand.
Although excellent sources of B2B content marketing, traditional white papers may not be the powerful tools that they once were. In today’s social media-driven marketplace, customers are trending away from one-sided communication in favor of the discussions that occur in multi-faceted online communities.
As a white paper marketer or writer, you sometimes need to be thinking like a computer interface designer…really! One mistake that white paper writers make is to give too much information all at once. I just read a white paper we’ve been running for a customer called “Six White Paper Features for Reaching the Often-Distracted…
Emergence of The Social White Paper
New Rules of B2B White Paper Marketing Programs
Good Leads and How to Get Them