Posts by Gordon Graham
12 steps to great white paper project management
A white paper project is a complex undertaking, with many moving parts. Here are 12 steps to an effective white paper project. We created each of these steps after going through a painful experience with a white paper that went off the rails A few were never even completed, despite my best efforts. So consider…
Read MoreCrossing the chasm with effective white papers
This is a tale of two white papers, and the companies that planned them. It shows how an effective marketing strategy can help you to create an effective white paper. And it shows how an ineffective marketing strategy can hinder your best efforts to create a good white paper. Along the way, we’ll review a few…
Read MoreMarketing Managers: 5 ways to boost content marketing results in the dog days of summer
If you’re like many B2B marketing people, not much happens during the dog days of summer. In North America and Europe, that’s from mid-July to early August… the most coveted weeks for summer vacations. In Australia, school holidays encompass Christmas and New Years, so many people take vacations in December and January. With so many…
Read MoreThe most influential white paper in history
Why the Bitcoin white paper is the most influential white paper in history.
Read MoreTo gate or not to gate?
That is the question, for anyone involved in content marketing today. So what’s the best answer? As you know, “gated content” is a white paper, special report, or any other content you give to a site visitor after they complete a registration form. We’ve all filled in those forms. But do they work? Here’s a dirty little secret…
Read MoreTop 10 tips for ICO white papers
Every new cryptocurrency needs a white paper on how to explain and promote an ICO. So does every new token having an ITO. Industry experts are saying the era of big-money ICOs may be over, so ICO white papers must be better than ever. By this point, I’ve worked on 10 ICO white papers about…
Read MoreIs it bigger than a breadbox?
Have you ever interviewed a someone who says they have “no metrics” for your case study? Perhaps your source never had to justify their purchase, so they didn’t keep any formal metrics. That means they have no numbers to show how much your offering helped with their business problems… and no numbers you can use in…
Read MoreA few of my favorite things; a look back at 2017
Here’s a few of my favorite things from 2017. After all, there’s more to life than white papers. One of the habits of highly effective people is to “sharpen the saw.” That means taking time off to refresh and renew yourself. [Tweet “Take time off to refresh and renew; you can start with some of…
Read More11 ways to grab attention with a white paper
What are some tips and tricks for grabbing a reader’s attention with a white paper? I recently answered that question on Quora. There are many things you can do to help get a white paper noticed, ranging from the cover to the structure to how you write the content. Here’s a more detailed answer, expanded…
Read More16 possible ways to structure a white paper
You’ve probably heard my concept of the three “flavors” of white papers. But within these three, there are many different ways to organize a white paper. Here are 16 possibilities, which I’ve extracted and expanded with thanks from one of my favorite books, Presenting to Win by Jerry Weissman. Weissman is a former New York…
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