When it comes to marketing, one of the most common mistakes I’ve seen companies make is basing their decisions and efforts on whatever troubles them most. It may be an aspect of their product or service about which they’re particularly sensitive. Could be a perceived flaw they worry the competition will exploit. It can even … Read more
Using white papers in your newsletter can provide a powerful partnership. If you regularly send an email newsletter or other promotional emails to customers and prospects, you can use them as a way to call attention to your white paper. Mention white papers in your newsletter For example, if you publish a regular email newsletter, … Read more
White paper case studies make good subjects for marketing white papers. One of the most effective uses for white paper is to use them to share the simple yet remarkably powerful tool known as the white paper case study. What is a case study? In simple terms, a case study is a matter of telling … Read more
When creating a website, a brochure, or an ad, many people believe the only thing that matters is the raw facts. “Nobody has time for fluff,” they insist. Given their insistence on using fact-based material, they choose to use brief bullet points instead of sentences and paragraphs. I won’t argue that bullet points are certainly … Read more
Social media and white papers make a natural combination. If you’re looking for an inexpensive and effect way to promote your white paper, consider using your social media channels. Social media and white papers reach audiences Many businesses that use social media find it challenging to generate relevant and interesting content to post. Your white … Read more
Long ago, Sir Walter Scott penned some advice today’s business leaders would be wise to remember: “Oh, what a tangled web we weave/When first we practice to deceive!” That quote came to mind after a greeting-card envelope appeared in this week’s mail. No return address, no stamp, just a colorful envelope. I slit it open … Read more
White paper typos can be deadly in white papers. Some people who make a mistake shrug and say, “nobody’s perfect.” Others think typos are just a tiny issue and not worth addressing. What they don’t realize is those pesky typos have a more insidious side. Even if we brush them off at a conscious level, … Read more
As social media grows, all sorts of companies and organizations have been trying to court followers. You probably receive solicitations through Facebook and other platforms asking you to like their pages, follow them, or take whatever action fits the specific channel. Visit a store or a restaurant, and you’ll see the same. I drove past … Read more
If you want to know how to write a great white paper, your work doesn’t begin when you start drafting sentences and combining them into paragraphs. The key to writing a great white paper comes in preparation. The more you do upfront, the better able you’ll be to write a great white paper that will … Read more
It’s not unusual to see postings on industry message boards and social media saying, “white paper writer needed.” Often it’s because company marketing executives or sales leaders ask their teams to write white papers to share important information with key stakeholders, and the teams realize there’s a better way. Why is a white paper writer … Read more