Posts by Gordon Graham
Crossing 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 MoreHow to get great reviews for your white paper
Every white paper gets reviews, often by numerous people. But these reviews aren’t always helpful. To gain an effective review, a white paper writer or sponsor sometimes needs to take reviewers by the hand and give them a little guidance. This article includes five tips, plus a reviewer’s checklist you can download and circulate to your…
Read MoreRepurposing: Your secret marketing weapon
I’ve worked on white papers, and I have a secret: Less than 1% of those white papers was ever repurposed. Only a tiny handful of my clients, large and small, ever thought about repurposing. And usually only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B…
Read More18 must-do’s to promote a white paper
So you wrote a white paper. Now what? Now it’s time to get it in front of your target readers. That means promotions. There are many ways to promote a white paper; in fact, my book White Papers For Dummies includes a list of 40 possible promotions. But not every tactic works for every audience. So here’s…
Read More10 tips on writing from Alexander Green
Last fall I had the pleasure of attending the AWAI 2016 Bootcamp in southern Florida. What a fantastic event! What’s not to like about a meet-up of 450 writers in an ocean-side town that has October temperatures reaching almost 90 degrees? The opening keynote speaker Alexander Green provided many inspiring tips on writing. If you haven’t heard of him…
Read MoreTell the truth! Show your white paper sources
When you finish a white paper, what’s next? If you’re like most writers, you send in your invoice, and then take the rest of the day off. But haven’t you forgotten something? What about sending your client all the sources you referenced in your white paper? How about backing up all those claims in your argument with…
Read More9 tips for how to be a great client
I’ve written for 120+ different companies now. That gives me enough experience to separate the sheep from the goats, the good from the bad. I’m always delighted to work with a good client again. And I’m happy to be done with the few I consider not-so-good. Here’s my list of 9 tips on how to be a great client for…
Read More6 tools to help organize your white paper research
I often say that a white paper writer should “think like a lawyer.” That means building a mountain of research to back up your case. A lawyer needs to keep all the evidence at their fingertips, so they can pluck out exactly the right piece as they argue. That can spell the difference between winning and losing…
Read MoreThat Messy Office Contest 2016 Results
Well, the deadline has passed. How did you do on your office cleanup? I did fabulously well, if I do say so myself. You be the judge. Below is my messy office before the cleanup (click image for a larger panorama). And below here is my tidy office after (click image for a larger panorama). Notice any difference? …
Read MoreThat White Paper Guy’s messy office
I’ve always had trouble keeping my office neat. As a kid, I never wanted to put away my toys. There was always something more interesting to do. And now that I’m busy working for clients, I prefer to start working on a fresh deliverable instead of cleaning up after the last project. The result? My office sometimes looks like a…
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