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Repurposing: 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 only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B marketing…

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How to pick the perfect flavor for your next white paper

cover How to Pick the Prefect Flavor for Your Next White Paper

How many flavors of white papers are there? Most “white paper experts” list 8 or 10 types of white papers. When I first started in white papers, I used to agree. But after working on of these documents, I’ve made a startling discovery. There are really only three main flavors of white paper. That’s right:…

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White papers and… George Carlin?

George Carlin was the last person you’d expect to have anything to say about white papers. The trail-blazing American comic was better known for his profane and cutting social criticism.  But I’ve discovered a strong link between one of the comic’s lifelong preoccupations and B2B content writing. Who was George Carlin? Any Baby Boomer likely…

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Gating: There is a third option

three door: open, closed, and partly open

Most discussions about whether or not to gate content are all or nothing. But did you know there’s a third option? You can think of this as a “middle way” or a hybrid. And it works very well for many companies, including my own. In an earlier post of this series, I discussed the best practices…

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That White Paper Guy News, April 2022

This e-newsletter brings you all the tips and cool ideas on white papers I’ve come across lately. Check out the updated White Paper FAQ This just in: NetLine’s 2022 State of B2B Content Consumption 20 years of googling “white papers” An app to test white paper ideas: Brainstorm Buddy Great fails in readability: Covid test…

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7 ways to 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. But then, a lawyer has to be able to access it efficiently. They need to keep all the evidence at their fingertips, so they can pluck out exactly the right piece at…

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White Paper FAQ (Frequently Asked Questions)

When I first started writing white papers 25 years ago, I looked all over for an FAQ. When I couldn’t find one, I decided to write one myself.   Over the years, I’ve kept adding to it. I’ve just finished updating and expanding it to cover a grand total of 36 questions. Today this is…

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The shocking cost of the workforce skill gap

Here is a little calculator I built using Calculoid ( This is just a proof of concept, nothing final. The design can be tinkered with, including the font and the color scheme. We still need to find good default values for each field. Average American salary  = ~$50,000 Source: Turnover rate = 20% is…

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White papers and… the polar vortex?!

photo of Niagara Falls frozen by polar vortex

If you live in the Midwest, the Pacific Northwest or Canada, in 2018-19 you probably experienced a tough winter. Snow fell like crazy and the temperatures plummeted. Cars didn’t start, flights and trains were cancelled, meetings were postponed. Even mail wasn’t delivered in some places. Niagara Falls froze over, as shown above. That’s rare. And…

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That White Paper Guy News, March 2022

This e-newsletter brings you all the tips and cool ideas on white papers I’ve come across lately. Quick-start guide: So you have to write a white paper… SEO tip: Name your white papers right The White Paper Review: New episodes on YouTube This just in: For 10 years running, 6 out of 10 marketers used…

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