2022 White Paper Spec Challenge Winner
I just taught another session of the AWAI White Paper Mastery and Certification Program. And I’m delighted to announce the winner of the $5K White Paper Spec Challenge. Out of 72 papers submitted, the very best was done by Jennifer Koppelman. Meet Jennifer Koppelman Originally from Illinois, Jennifer’s family moved near Phoenix when she was 9.…
Read MoreWhite Paper World 4: June 2, 2022
Fresh content: How is creating a white paper like baking a blueberry pie? Quick tip: Don’t make your readers do this! This just in: A new metaphor for mashups? Fresh content: How is creating a white paper like baking a blueberry pie? When you bake it from scratch, of course. This new article compares six…
Read MoreWhite papers and… baking a blueberry pie?!
Believe it or not, creating a great white paper is a lot like making a blueberry pie. Think about all the significant items you need to make a scrumptious pie. It all begins with a good recipe, so you know what to put in (and what to leave out), in all the right proportions. Then…
Read MoreThis Just In: A new metaphor for white paper mashups
More than 10 years ago, I came up with the three flavors of white papers: Vanilla for an old school product backgrounder Strawberry for a light-and-lively listicle Chocolate for an industry problem/solution It’s a practical, memorable, sticky idea that has spread far and wide. (Many people arrive in my classes keen to hear all about…
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 only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B marketing…
Read MoreHow to pick the perfect 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:…
Read MoreWhite 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…
Read MoreGating: There is a third option
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…
Read MoreThis Just In: 20 years of Googling “white papers”
In 2002, I searched Google for “white papers” and got 2.8 million hits. Of course, that didn’t mean there were 2.8 million actual white papers out there. But people had mentioned that phrase online that many times. A decade later in 2012, the same search got 39.5 million hits: 14 times as many. “Wow!” I said,…
Read MoreThis Just In: NetLine 2022 State of B2B Content Consumption
Just out in April 2022, the sixth annual report from NetLine is a whopping 65 pages. As you may know, NetLine is a B2B IT content syndication service owned by Informa PLC. Based in London, Informa is a sprawling company that runs publications, sponsors events, and does research. The same company now owns the Content…
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