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White papers and… George Carlin?

George Carlin was the last person you’d expect to have anything to say about white papers. The trail-blazing American comic was better known for his profane and cutting social criticism.  But I’ve discovered a strong link between one of the comic’s lifelong preoccupations and B2B content writing. Who was George Carlin? Any Baby Boomer likely…

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Will chatbots replace white papers?

chatbot on smartphone against cityscape

You’ve seen them. You’ve used them. Chatbots are everywhere now. And a whole new industry is springing up to write, code, and integrate chatbots into websites. That means loads of opportunities for writers who learn this new format. Nick Usborne, a co-founder of marketing agency Chatbot Forge, is a pioneer in this field who points…

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8 reasons to hire a white paper writer who knows your industry

Some say the best white paper writers are generalists who can write about any topic under the sun. They’ll say they can sift through what’s important and what’s not and explain things in a reader-friendly way. That White Paper Guy (Gordon Graham) is a generalist who has written on dozens of topics. But someone with…

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5 questions about branded original research white papers

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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Is it bigger than a breadbox?

Have you ever interviewed a someone who says they have “no metrics” for your case study? Perhaps your source never had to justify their purchase, so they didn’t keep any formal metrics. That means they have no numbers to show how much your offering helped with their business problems… and no numbers you can use in…

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10 tips on writing bo-o-oring content

Photo of young business person falling asleep during boring slideshow

This guest post from B2B copywriter Steve Maurer turns the normal advice we hear about writing content on its head. We got a good chuckle out of this and we hope you do too. You work in an interesting industry. And you have an amazing product. If other companies buy it, they’ll get a great…

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