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Ever heard of branded original research? It’s an up-and-coming type of content marketing.  To create it, a brand surveys their audience to develop content for prospective customers. And, unlike some space trip to Mars, it’s not far-fetched fiction. Branded original research is a hot format that’s becoming increasingly popular for marketing managers across industries. What…

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Have you seen all the articles about how artificial intelligence (AI) is now doing creative projects? According to some, AI is already busy composing music, making paintings, and writing poetry. And this article in Forbes.com tells how software is now writing content. This type of software even has an acronym: NLG for Natural Language Generation. (And…

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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…

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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…

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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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A colleague and I recently put together a talk on white papers done as videos and slide shows. Apryl Parcher is a white paper writer and social media expert from WhitePaperResults.com. Apryl and I wanted to respond to the new formats for white papers we’ve seen cropping up, especially videos and slide shows. We present a few…

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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 any more,” I was…

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