I’m certain your company offers outstanding products or services. I’m just as certain that the best way to promote those products or services is to stop talking about them. I’m not suggesting that marketing efforts are useless or the products or services should sell themselves. What I am saying is that too many companies become … Read more
How do you start a white paper? It’s one of the questions I hear most often from people who would like to tap into the many advantages white papers offer. The question doesn’t always mean the same thing, though. Some want to know the process for getting started on writing a white paper, while others … Read more
White papers quote experts for many reasons and doing so is often a good idea. There are a number of advantages to quoting experts in your white papers, including these: White papers quote experts internal and external You may have subject matter experts (SMEs) within your organization and quoting them within your white paper is … Read more
If you’ve ever read a magazine article or lengthy blog post from a corporate leader and wondered how a top exec found the time to write it, you’ve discovered a little secret. Many corporate leaders (and professionals) who have plenty they want to say, but far too little time to capture those thoughts in words … Read more
There are several types of white papers companies may use as part of their marketing communications efforts. While the potential types of white papers are limited only by the creativity of those who develop them, most will fall into one of the following four categories. 1. Types of white papers for background information Some white … Read more
White papers are a powerful tool for marketing, communications, and education, but you may have wondered whether white papers are right for your organization. If you can answer “yes” to any of these five questions, it’s likely white papers can help you … and the more “yes” answers you provide, the more likely white papers … Read more
Choosing your internal team to write white papers may seem like an obvious choice, given their familiarity with the information in those white papers, but there are many reasons to look elsewhere for help. Non-writers shouldn’t write white papers Your team members may be skilled writers, but that doesn’t mean they’ll be effective at articulating … Read more
White papers are one of the most powerful tools available for marketing communications … but only when they are used correctly. One of the biggest mistakes companies make with white papers is making them too overtly promotional. White papers aren’t ads Companies that create white papers that are blatantly promotional typically mistake white papers for … Read more
When it comes to developing marketing and educational messages, many businesspeople and professionals find comfort in numbers. It’s easy to see why, given that numbers are definitive and absolute, without any wiggle room. Sixteen of something is sixteen. $4,863,387.17 is an exact amount of revenue. A specification of 0.0961 inches leaves no room for error. … Read more
White paper editor is not a formal career, but it’s a term describing people who can use their knowledge and writing skills to enhance your white paper. That may be a professional editor, another writer, or even a co-worker with strong writing skills. White paper editor can find mistakes Part of human nature and writing … Read more