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
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