Complex supply chains and white papers are a natural combination, because a single white paper can simultaneously share key messages and advantages with several audiences. As an example, let’s say your company makes replacement gaskets for auto and truck engines. Your direct customers are parts distributors who stock products from manufacturers and sell them to … Read more
White paper subheads offer a powerful way to increase readership of your white papers and build understanding of the subject matter you wish to convey. White paper subheads support navigation One of the realities of today’s information overload is that people don’t want to spend extra time combing through information that isn’t important to them. … Read more
If you’re looking for a better way to get the attention of customers and prospects in this technology-saturated environment, it’s worth taking a look at a channel that was developed in the early 20th century. Many of today’s marketers may dismiss direct mail as a quaint relic, but it remains surprisingly powerful even in an … Read more
White papers and videos are powerful strategic partners, with each offering opportunities for supporting and strengthening the other. The opportunities for using them together are limited only by your imagination, but here are five particularly effective techniques for you to consider. 1. White papers and videos can build website traffic People who read your white … Read more
Looking for a good way to use those inevitable slow times in your business? Consider tidying up your website and other marketing materials, then toss the obsolete trash. Rarely do I find websites that wouldn’t benefit from a bit of housecleaning. Some are the static sites that are just the same as when they were … Read more
White paper titles may well be the most important component of your white paper, because it determines whether the audience you wish to reach will actually read it. We’re all increasingly busy these days, and we have little patience for the items competing for our time. When we glance at a social media feed or … Read more
Proofreading white papers doesn’t sound like fun, but it is critically important for companies that use white papers to educate and inform their prospects, customers, or other stakeholders. When errors, typos, and similar problems appear in white papers, they undermine the image of authority and expertise the organization producing the white paper hopes to create. … Read more
Most people have an inherent distaste for conflict. So somewhere along the way, society concluded that disagreement is an inherently bad thing. Unfortunately, when it comes to business advice and decisions, that can be a deadly conclusion. Despite that aversion, conflict appears to have become the norm these days. I see two factors behind that … Read more
Features and benefits are the cause of some confusion when writing white papers. While many people believe the two words describe the same things, there’s actually a significant difference between the two. It’s important for marketers and salespeople to understand that difference, because one of the two is much more powerful than the other. Features … Read more
White papers and webinars are both powerful tools on their own. When you combine them in a joint effort, they become even more powerful. White papers and webinars are similar You might think white papers and webinars are very different communications channels … and you’d be right … but the two approaches serve essentially the … Read more