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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.…

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This Just In: A new metaphor for white paper mashups

vanilla, chocolate, and strawberry ice cream to represent the 3 flavours of white papers

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…

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This Just In: 20 years of Googling “white papers”

Google hits on "white papers" 2002 2012 2022

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,…

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This Just In: 6 out of 10 B2B marketers use white papers

chart showing 6 out of 10 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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