White Paper Planning
How I sold $20 million of software with a "special report"
Twenty years ago, I was VP marketing for a software firm with a typical problem: How to stand out in a crowd. Our company sold data collection software for ERP systems like Oracle and SAP, and resold bar code scanning hardware from Intermec. On every deal, we were up against two or three much bigger…
Read MoreFor white papers, size does matter
A client recently asked me to write some “mini-white papers.” Against my better judgement, I decided to try. I agreed to write 10 mini-white papers of 2-3 pages each on an array of topics for a technology vendor. That’s less than half the length I normally write. “Nobody reads long things anymore,” I was assured…
Read MoreFinding a white paper topic
Every white paper needs an engaging topic. A good topic can make the difference between a white paper that works well, and one that falls flat. Let’s take an example to show how this works. Suppose you need to write a white paper for a vendor of automated parking meters. These systems use one central…
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 MoreAn idea-generating machine for white papers
Marketing with content is great. Search engines love it, prospects use it, and it’s highly cost-effective. And white papers are the “king of content.” The only problem: Coming up with the ideas for your next white paper! Here’s an idea-generating machine from author and design guru Roger C Parker. He’s worked for clients like Apple,…
Read MoreThree strikes against "thought leadership"
Whenever I hear, “We want this white paper to develop some thought leadership…” I cringe. As a marketing executive, I’ve sponsored white papers that helped sell millions of dollars worth of software. As an independent copywriter, I’ve worked on more white papers than just about anybody. And believe me, “thought leadership” is NOT a worthy…
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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