White Paper Writing
How to hire a white paper writer
If you’re looking for a white paper writer, how do you find one? Don’t just rush to Google “white paper writer.” Instead, take a minute to consider three trade-offs to help zero in on the perfect writer for you. Are you looking more for one or the other of these three questions: Save time or…
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
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 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 MoreWorst. White. Paper. Ever.
While researching white papers over the past 20 years, I’ve seen a lot of dreck. Analyzing all those poor examples helped me identify what I call the “worst practices” of these documents. And I’m amazed to report—more than six years since I first encountered it—that one white paper is still the worst I’ve ever seen. Click the cover to…
Read MoreMust copywriters show our faces?
Do white paper copywriters have to do video interviews? Do we have to show our faces to the marketing managers who hire us? Or to the SMEs we interview? Even when we’re working remotely and will never meet in person? I got that question recently from a writer with a pressing reason to ask. Experienced copywriter…
Read More7 habits of highly effective white paper writers
The 7 Habits of Highly Effective People is an acknowledged self-help masterpiece. Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies. And it’s been translated into 38 (?!) languages. These seven habits make a lot of sense to me. And I’ve been thinking about how well Covey’s…
Read MoreHow to create a white paper mashup
What if you need a white paper that’s more than just one flavor? As you know, I believe there are three main “flavors” of white papers. Vanilla: A backgrounder zooms in on a certain product or service. Ideal for prospects doing a technical evaluation near end of the sales funnel. Chocolate: A problem/solution zooms out to show an industry-wide problem…
Read MoreHow to avoid "marketing-speak"
Acme Software provides best-in-breed solutions that enable seamless integration with enterprise Web 2.0 platforms… Do your white papers say something like that? How about your website? If so, wake up! You’re subjecting prospects to deathly dull “marketing-speak.” Marketing-speak is that flabby layer of nice, polite, meaningless fog that obscures the truth in so much content…
Read More"Cheat sheets" for white papers: a new format for you?
As a B2B marketer, you’re likely under pressure to empower your sales team with great content. Are your sales reps asking for something “short” they can hand out at a meeting or e-mail to prospects? Your reps may believe customers don’t want to read lengthy pieces and would prefer something shorter they can quickly skim. This…
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