Getting Started
When NOT to use a white paper
I believe white papers are the most powerful form of content any B2B company can produce. But there are times when using a white paper may not be the best choice to reach an audience. Whether you’re a white paper copywriter or a B2B marketer, remember that a white paper may not work well in any of these situations:…
Read More7 habits of highly effective white paper writers
The 7 Habits of Highly Effective People is an acknowledged self-help masterpiece. Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies. And it’s been translated into 38 (?!) languages. These seven habits make a lot of sense to me. And I’ve been thinking about how well Covey’s…
Read MoreWriters: Five strategies for finding white paper clients
Are you a writer looking for white paper clients? Here are five high-level strategies for finding them when you’re just starting out. Some of these efforts can take days or weeks to implement, but the payoff is worth it. Of course, you already know the three simple questions that show whether any company needs white papers. Right?…
Read MoreWhite paper samples
Some “experts” say there are eight, 10, even 40 different types of white papers?! That’s a lot to remember, and a lot to choose from when you want to publish a white paper. And I don’t think anyone needs that much complexity. Three main flavors, plus two mashups, cover 90% of all the white papers…
Read MoreHow to plan a product backgrounder
Once upon a time, every white paper was a product backgrounder. A backgrounder is good for explaining an unfamiliar or misunderstood product to a technical audience. For a prospect at the end of the sales cycle, or to back up a product launch, a backgrounder can be powerful. These documents do have shortcomings. Unless your…
Read MoreHow to plan a numbered list
A numbered list is the fastest and easiest flavor of white paper to create. And it’s the easiest to place in a trade magazine or website, or to repurpose as a blog post. Readers love numbered lists because they’re light and lively, short and simple. For a vendor, a numbered list is a good way…
Read MoreDoes your company need a white paper?
Here are three simple questions that can tell you whether a company needs a white paper: Are you selling something new? Something complex? Something expensive? Any B2B vendor selling anything relatively new, complex, or expensive could benefit from a white paper. Whether you’re selling a product, a service, a technology, or a methodology, you still…
Read MoreHow to plan a problem/solution white paper
A problem/solution white paper will generate more leads than any other flavor. It will also last longer than any other type of white paper. That’s because a problem/solution white paper describes an industry-wide problem that has never been properly solved. Then it uses facts and logic to promote a new, recommended solution to that problem.…
Read MoreHow to generate leads with a white paper: tips from Tech Target
Few people on earth have seen more white papers than Jay Habegger and Jeff Ramminger. Habegger was the CEO of Bitpipe (now TechTarget) which ran the annual White Paper Awards from 2001 through 2004, attracting thousands of entries. Ramminger knows something about white papers, too. He was executive VP of KnowledgeStorm, which started hosting white…
Read MoreWhy 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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