A white paper call to action is a critical piece of your content marketing efforts. If you’re planning to write a white paper, there’s an important question you need to answer before you’ve written a single word: what do you want people to do after they’ve read it? Some people may think the answer to … Read more
If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only … Read more
We enjoyed the quick-service restaurant’s food, but their service was often way beyond poky. That evening, I called in our large order and was told it would be ready at 5:45. Arriving at exactly 5:46, I discovered that only was my order not ready; nobody had even begun to prepare my food. The manager shrugged, … Read more
Do you know how to wire a white paper writer? If your company has decided to develop a white paper, good for you! If you’ve also made the decision to hire a white paper writer instead of writing it yourself, that’s also a smart move. Hiring a white paper writer not only means you can … Read more
Even if you’re someone who frequently handles writing for your company or organization, you may not have any idea of how long it takes to write a white paper. After all, white papers are different from blog posts, web copy, press releases, and the other types of materials that may be a regular part of … Read more
If I asked you to name the single most powerful word in marketing, which word would you choose? Many people claim it’s “free,” while others insist on “sex” or something similarly salacious. But none of those answers is correct. The most powerful word is one of the most common and simple words in English, and … Read more
Knowing how to write a good white paper is an increasingly important skill in the business world. That’s because so many companies are discovering the many advantages of white papers, including their ability to be used in marketing programs. Write a good white paper by being different from brochures Some people assume that writing a … Read more
If you’re looking for a great way to promote a white paper you’ve developed, start with your company’s own website. That makes sense, because visitors to your site are seeking more information about your company and its products and services, so they may find your white paper helpful and valuable. Promote a white paper on … Read more
If you think you should write your own white paper, you may assume that you — or someone on your team — is the perfect writer for that white paper. That’s actually a bad assumption. In fact, you or your team member may know your product, service, or subject so well that you’ll actually be … Read more
The client wanted to advertise in a local publication for the first time in years. I had sent other business to the printer who produced it in the past, so I emailed my customer service contact with a simple question: is your company still printing this publication? Instead of answering my question, she replied with … Read more