11 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 More

16 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…

Read More

12 steps to great white paper project management

A white paper project is a complex undertaking, with many moving parts. Here is a 12-step program, of sorts, for effective white paper project management. We’ve learned all these lessons through painful experiences with white papers that went off the rails. A few were never even completed, despite my best efforts. So consider these best…

Read More

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 More

How 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 More

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

Read More

18 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 More

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?…

Read More

10 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 More