Back in high school, I learned a valuable lesson about marketing materials while working as a dishwasher for a chain steakhouse. Washing dishes may be the grimiest job in most eateries, but I didn’t mind it. There were clear objectives and performance measures, the work was predictable, my co-workers left me alone, the radio made … Read more
Should you write your white papers? While it’s tempting to assign the responsibility of creating white papers to the members of your staff who know the information the papers will cover, that’s not always the best solution. Write your white papers and you may have challenges communicating Even if your team members are skilled writers, … Read more
Wondering what you’ll do if you can’t come up with a decent topic for a particular day’s blog post? Prepare in advance by developing some “evergreen” posts. What do I mean by an evergreen post? It’s simply a post that provides general information, will always be appropriate for the audience, and isn’t time-sensitive. If you’re … Read more
White papers and complex supply chains work well together. If your company deals with a complex supply chain involving several levels, a white paper may be an effective way to deliver your messages to multiple audiences. White papers and complex supply chains: one example Suppose your company manufactures replacement gaskets for auto, truck, and industrial … Read more
You launched that new marketing campaign three months ago, and you’ve had it. Sales just haven’t increased. So you’ve decided to toss it aside and come up with something new. Bad idea. And I say “bad idea” as someone who benefits financially when companies need brand-new marketing approaches, because it usually means that they need … Read more
A professional white paper writer may be a smart choice. You can write a white paper by yourself, or you can turn to your team. However, there are many advantages to asking a professional white paper writer to handle the project. A professional white paper writer has the time Even if you’re an excellent writer, … Read more
Some companies are constantly focused upon staying at the forefront of their industries. But when you take on the mantle of “innovator,” you also assume the responsibility of an educator. That’s because when you stake out new territory, it’s new to everyone else, too. The advantages and superiority of your new approach may be obvious … Read more
White papers and conferences are a natural combination. If you’re looking for an excellent way to promote your company, an informative white paper can form the basis for a presentation at an industry conference. White papers and conferences build interest The people who run conferences are in a constant search for timely topics that will … Read more
I spent a few years working for an advertising agency at which every logo design and brochure had to pass a painstaking critical analysis. At the end of the day, one of the partners put whatever had been created in his briefcase, brought it home, and showed it to his wife. Not surprisingly, new members … Read more
Promoting white papers after you’ve developed them is critical to ensuring they provide the value your organization hopes to gain from them. After all, the work you devote to developing your white paper will be meaningless unless you’re able to put it in the hands or on the screens of the people who need to … Read more