White Paper Planning
How to repurpose a white paper into blog posts
Here’s how to repurpose a white paper into blog posts, part 3 of our ongoing series. See part 1 on the original white paper. See part 2 on repurposing that as a press release. A set of blog posts can work well with a white paper, as the two forms complement one another nicely. For example, blog posts are a…
Read MoreHow to repurpose a white paper into a press release
Here’s how to repurpose a white paper as a press release, part 2 of our ongoing series. See part 1 on the original white paper. A press release can be one of the easiest pieces to spin off, once you get familiar with the form. Why bother doing press releases? There are good reasons to publish…
Read MoreHow to repurpose a white paper into 5 other formats
Want to know how to repurpose a white paper? Reduce, reuse, recycle. That’s a great mantra for stretching our resources and creating less trash. Did you know you can apply this mantra to your next white paper? The 3 R’s for white papers Creating a white paper takes a big investment of time and resources. Here’s…
Read MoreCopywriters: To get more from your white papers, repurpose
You’ve written a white paper. Can you make more income from this project? Yes, you can. At the same time, you’ll deliver great value to your clients. Best of all, it’s easy to do. The secret: repurposing Repurposing means using content from your white paper to create other documents such as press releases, blog posts, or…
Read MoreMarketers: To get more from your white papers, repurpose
You’ve hired a B2B copywriter to create a white paper for your firm. How can you get more from your investment? Simple: Plan to repurpose your white paper into multiple formats. Having essentially the same material available in different formats gives your company more “kicks at the can.” In other words, more chances to engage…
Read MoreThe best of That White Paper Guy
Looking for tips and tricks on white papers? Let’s review some of the free resources available from That White Paper Guy. An infographic, an FAQ about white papers, recommended books, close to 100 easy-to-search articles, our LinkedIn group, and even a crash course in writing B2B content — we’ve got plenty for you to explore. Download our white paper infographic…
Read More6 reasons why video will never replace white papers
Surveys show that about 7 out of 10 B2B vendors use white papers. This number has stayed at the same level for the last 10 years. Clearly, white papers work. But even though I write white papers, I don’t claim that every last B2B company in the world should use them. There are some companies that just…
Read MoreWhen 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 MoreWhy you should include video in your next white paper
There is a good reason to include video in your next white paper. Your white paper reader is changing. Today’s decision-makers are pressed for time and attention. Like all of us, they’re distracted by social media, e-mail, workday interruptions, and way too much content coming their way. They also face meetings, reports to write, decisions to make. The result is…
Read MoreWhere to find stock photos for white papers and B2B marketing
At That White Paper Guy, we really like using stock photos, both in white papers and in our social media. When you find realistic-looking stock photos, they can retain readers who would otherwise be put off by a wall of gray text. To help you make your content more interesting, we’ve done some research on the…
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