This Just In
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 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 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…
Read MoreThis Just In: 6 out of 10 B2B marketers use white papers
No one has surveyed B2B marketers on their content efforts for as long as the Content Marketing Institute. In case you missed the 12th annual B2B report for 2022, here are some highlights: 56% of all B2B marketers surveyed use e-books/white papers Even more (67%) of the most successful firms use those formats 62% of…
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