White Paper Promotions
How 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 your 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 MoreMarketers: To get more from your white papers, repurpose
So you’ve hired a B2B copywriter to create a white paper for your firm. How can you get more from your investment? Simple: 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 prospects.…
Read MoreHow to write a killer landing page
You’re a B2B marketer who wants to generate leads for your product or service. So you send an e-mail to an appropriate list and offer a must-read white paper or special report loaded with valuable information. All the reader has to do is click the link you provide to download the document from your website. So here’s…
Read MoreFree places to publish a white paper
Written a white paper and want to get the word out about it? Of course, you already did all the basics, right? You already put it on your website, e-mailed your prospects, told your sales force and notified your channel partners. Right? You wrote a press release, and extracted two or three blog posts from…
Read MoreDon’t give leads to Sales too soon
Did you ever get a phone call like this: “I noticed you just downloaded a white paper from our site, and I wanted to follow up with you… “ Heck, give your prospects a day or two to read the thing before you start badgering them?! Such an over-aggressive sales process can destroy any goodwill…
Read MoreHow to make an effective call to action in a white paper
Any white paper without an effective call to action is wasting a huge opportunity. A call to action answers the question, “What do we want our ideal prospect to do after they finish reading our white paper?” An ideal call to action keeps your reader engaged with your company, encourages them to take the next…
Read MoreWhite paper success story: Vircom
When Montreal-based anti-spam software developer Vircom released a controversial white paper, their website started getting hits. A lot of hits. So many hits, in fact, that they wondered if someone had launched a denial-of-service (DoS) attack against the company. After the smoke cleared, the breakthrough report “Why Spammers Spam” had been downloaded 2,200+ times… sparked…
Read MoreHow 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…
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