Posts by Pauline Clark

Why we’re using Pinterest for white papers

You see “Pinterest” and you’re about to leave this page. Don’t do it. Pinterest is not just for recipes, crafts, or home decorating. We think Pinterest is the perfect place to show off B2B white papers. That’s why we started our own Pinterest board here. And this post explains what we’re doing, and why. What is Pinterest?…

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The best of That White Paper Guy in 2016 (for writers)

2016 was a busy and productive year for all of us at That White Paper Guy. We wrote white papers on everything from self-driving cars to post-surgical infections, getting close to a company total of 250. And we continued to shared lots of tips on how to create successful white papers of your own. This website: bigger…

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The best of That White Paper Guy in 2016 (for marketers)

2016 was a busy and productive year for all of us at That White Paper Guy. We wrote white papers on everything from self-driving cars to post-surgical infections, getting close to a company total of 250 projects. And we continued to shared lots of tips on how to create successful white papers of your own. This website:…

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How to organize and declutter your office

So what if you have a messy, unorganized desk? When someone hires you to do a project, you get it done. On deadline. And your client never thinks about the state of your office. Why would they care? Or would they? Creativity or conventional thinking? Working at a messy desk can help you think more creatively and…

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The #1 mistake B2B copywriters make

What’s the #1 mistake B2B copywriters make? How can they avoid this mistake or fix it? We asked eight accomplished copywriters these questions.  Here’s what they told us. Mistake #1: Not learning the craft “A common mistake? Hanging out their shingles too soon,” says Gordon Graham, also known as That White Paper Guy. “Lots of beginners…

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The #1 mistake B2B content marketers make

What’s the #1 mistake that B2B content marketers make? We put this question to our expert panel of B2B content consultants. Here’s what they told us. Tip #1: Use sales copy to promote content Steve Slaunwhite is a marketing consultant and veteran B2B copywriter who’s written many books about writing and marketing. He says the #1 mistake B2B content…

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A look back at 2015 | That White Paper Guy

We covered a lot this year in our quest to help you create compelling white papers. To give you a quick review, we’re highlighting the best of the bunch. ____________________________________________ That White Paper Guy’s website We’ve been sharing articles every two weeks on our website, www.thatwhitepaperguy.com. We’ve found you love to see real-world examples from our portfolio, and you love…

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How to repurpose a white paper by creating tweets

Here’s how to repurpose a white paper by creating tweets from the actual document. This is part 6 of our ongoing series on how to repurpose a white paper. You can find links to the first 5 parts of our series at the end of this article. We don’t think of social media as “content.” Rather, it’s a…

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Copywriters: To get more from your white papers, repurpose

You’ve written a white paper. Can you make more income from this project? Yes, you can. At the same time, you’ll deliver great value to your clients. Best of all, it’s easy to do. The secret: repurposing Repurposing means using content from your white paper to create other documents such as press releases, blog posts, or…

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Marketers: To get more from your white papers, repurpose

You’ve hired a B2B copywriter to create a white paper for your firm. How can you get more from your investment? Simple: Plan to repurpose your white paper into multiple formats. Having essentially the same material available in different formats gives your company more “kicks at the can.” In other words, more chances to engage…

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