{"id":13469,"date":"2022-08-31T00:42:57","date_gmt":"2022-08-31T04:42:57","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=13469"},"modified":"2023-02-25T23:14:39","modified_gmt":"2023-02-26T04:14:39","slug":"white-paper-world-7-august-2022","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/white-paper-world-7-august-2022\/","title":{"rendered":"White Paper World 7: August 2022"},"content":{"rendered":"<ul>\n<li><strong>Fresh content<\/strong>: New episode of <em>The White Paper Review<\/em><\/li>\n<li><strong>This just in<\/strong>: How to write an exceptional white paper\u00a0from CMI<\/li>\n<li><strong>Quick tip<\/strong>: Teach, don&#8217;t preach<\/li>\n<li><strong>What I&#8217;m reading<\/strong>: <em>White Papers For Dummies<\/em>?!<\/li>\n<li><strong>Just for fun<\/strong>: Beat the dog days of summer<\/li>\n<\/ul>\n<hr \/>\n<h2>Fresh content: <em>The White Paper Review<\/em><\/h2>\n<h2><a href=\"https:\/\/www.youtube.com\/watch?v=NEM8kfgLMLo\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13961\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/Episode-6-300x169.jpg\" alt=\"White Paper Review episode 6\" width=\"600\" height=\"338\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/Episode-6-300x169.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/Episode-6-1024x576.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/Episode-6-768x432.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/Episode-6-1536x864.jpg 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/Episode-6-2048x1152.jpg 2048w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/h2>\n<p>An all-new episode of <a href=\"https:\/\/www.youtube.com\/watch?v=NEM8kfgLMLo\" target=\"_blank\" rel=\"noopener\"><em>The White Paper Review<\/em><\/a> just dropped on <strong>YouTube<\/strong>.<\/p>\n<p>There&#8217;s nothing else like this show.<\/p>\n<p>In every episode, my colleague <strong>Brian Boys<\/strong> and I\u00a0showcase two white papers: one we love and one we hate.<\/p>\n<p>We show each page on-screen and talk about what they did right and what they didn&#8217;t.<\/p>\n<p>In Episode 6, Brian presents an impressive white paper from <strong>Autodesk<\/strong> on a cutting-edge concept: creating a &#8220;digital twin&#8221; for any new commercial building.<\/p>\n<p>But not all software firms understand how to publish good white papers.<\/p>\n<p>Next, I dissect a white paper from <strong>Symantec<\/strong> ruined by a poor corporate template and I show how five entire pages could have been cut.<\/p>\n<p>We don&#8217;t pull our punches. And we use each paper as a springboard to tips and best practices.<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=NEM8kfgLMLo\" target=\"_blank\" rel=\"noopener\">If you&#8217;ve never yet checked out our show, why not give it a look<\/a>?<\/p>\n<p>It&#8217;s like a fun, free, mini-masterclass on how to create an effective white paper.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2><a href=\"https:\/\/contentmarketinginstitute.com\/articles\/write-exceptional-white-paper\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13932\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/white-paper-article-in-Content-Marketing-Institute-300x167.jpg\" alt=\"white paper article in Content Marketing Institute\" width=\"600\" height=\"334\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/white-paper-article-in-Content-Marketing-Institute-300x167.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/white-paper-article-in-Content-Marketing-Institute-1024x571.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/white-paper-article-in-Content-Marketing-Institute-768x428.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/white-paper-article-in-Content-Marketing-Institute.jpg 1440w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/h2>\n<h2>This just in: White paper article from CMI<\/h2>\n<p>The <strong>Content Marketing Institute<\/strong> just published <a href=\"https:\/\/contentmarketinginstitute.com\/articles\/write-exceptional-white-paper\" target=\"_blank\" rel=\"noopener\">a handy roundup article on how to write white papers<\/a>.<\/p>\n<p>And it starts with quotes from yours truly, <strong>That White Paper Guy<\/strong>.<\/p>\n<p>The article sketches my theory of the three flavors of white paper, with samples from my portfolio.<\/p>\n<p>Then it quotes several of my white paper colleagues including\u00a0<strong>Bob Bly<\/strong>,\u00a0<strong>Brian Boys<\/strong>,<strong>\u00a0Rachel Foster<\/strong>, and <strong>Sarah Greesonbach<\/strong>.<\/p>\n<p>Writer <strong>Sarah L. Parker<\/strong> certainly did her homework, including links to 11 white paper examples.<\/p>\n<p>And she includes good tips on providing a strong title, a persuasive executive summary, and credible evidence throughout.<\/p>\n<p><strong>I don&#8217;t disagree with anything in the article&#8230;<\/strong><\/p>\n<p>Except perhaps the mention of &#8220;thought leadership&#8221; at the end.<\/p>\n<p>Happily, this links to\u00a0<a href=\"https:\/\/contentmarketinginstitute.com\/articles\/thought-leadership-content-strategy\" target=\"_blank\" rel=\"noopener\">a piece that argues a lot of &#8220;thought leadership&#8221; content is nothing more than &#8220;reheated leftovers<\/a>.&#8221;<\/p>\n<p>&#8220;I\u2019ve never been comfortable with our industry\u2019s obsession with thought leadership,&#8221; writes CMI columnist <strong>Jonathan Crossfield<\/strong>.<\/p>\n<p>&#8220;I question the methods brands often use to pursue this goal, as well as how they prove they\u2019ve achieved it.&#8221;<\/p>\n<p>Hear, hear! You can see my doubts about thought leadership in my article &#8220;<strong><a href=\"https:\/\/thatwhitepaperguy.com\/three-strikes-against-thought-leadership\/\" target=\"_blank\" rel=\"noopener\">Three Strikes Against Thought<\/a><\/strong><strong><a href=\"https:\/\/thatwhitepaperguy.com\/three-strikes-against-thought-leadership\/\" target=\"_blank\" rel=\"noopener\"> L<\/a><\/strong><strong><a href=\"https:\/\/thatwhitepaperguy.com\/three-strikes-against-thought-leadership\/\" target=\"_blank\" rel=\"noopener\">eadership<\/a><\/strong>.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2><span style=\"color: #ff6600;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-14029\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/bigstock-Priest-In-White-265241266-300x200.jpg\" alt=\"priest giving sermon\" width=\"600\" height=\"401\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/bigstock-Priest-In-White-265241266-300x200.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/bigstock-Priest-In-White-265241266-768x513.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/08\/bigstock-Priest-In-White-265241266.jpg 900w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/span><\/h2>\n<h2>Quick tip: Teach, don&#8217;t preach<\/h2>\n<p>What&#8217;s the #1 problem with too many white papers?<\/p>\n<p>If you said <strong>too much selling<\/strong>, you&#8217;re right.<\/p>\n<p>There&#8217;s a time and place for a sales pitch. But a white paper is neither.<\/p>\n<p>I first heard this 20+ years ago when I interviewed executives from the two largest white paper syndication services at the time.<\/p>\n<p>\u201cThe best white papers come at it from an educational tone versus a preachy approach,\u201d said <strong>Jay Habegger<\/strong> from <strong>Bitpipe<\/strong>.<\/p>\n<p>\u201cWe\u2019ve seen the most success with people who use white papers to educate and teach, as opposed to selling,\u201d said <strong>Jeff Ramminger<\/strong> from <strong>Knowledge Storm<\/strong>.<\/p>\n<p>In other words, you\u2019ve got to prepare the ground and plant the seed before you can harvest a sale.<\/p>\n<p>Too many sales and marketing people want to skip over the education portion and rush into the pitch they&#8217;re used to delivering.<\/p>\n<p>But that&#8217;s like sending around the collection plate before you deliver the sermon.<\/p>\n<p>If you try that, your prospects will keep their wallets closed and head quickly for the exits.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>What I&#8217;m reading: <em>White Papers For Dummies?!<\/em><\/h2>\n<p><a href=\"https:\/\/amzn.to\/3bZpGfp\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6321 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/07\/white-papers-for-dummies-sidebar-196x300.png\" alt=\"Cover of book White Papers For Dummies\" width=\"300\" height=\"459\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/07\/white-papers-for-dummies-sidebar-196x300.png 196w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2018\/07\/white-papers-for-dummies-sidebar.png 200w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><br \/>\nBut not to see how brilliant it was. Quite the opposite.<\/p>\n<p>To get ready for its 10th anniversary in 2023, I&#8217;m re-reading my book\u00a0<em><a href=\"https:\/\/amzn.to\/3bZpGfp\" target=\"_blank\" rel=\"noopener\"><strong>White Papers For Dummies<\/strong><\/a><\/em> to see what&#8217;s outdated or irrelevant.<\/p>\n<p>The good news is that there&#8217;s not much.<\/p>\n<p>Sure, I&#8217;ve deepened some of my ideas over the past 10 years.<\/p>\n<p>But the three flavors and the 12 steps remain as solid as ever.<\/p>\n<p>And the book remains packed with evergreen tips and best practices I learned from doing my first 100+ white papers.<\/p>\n<p>&nbsp;<\/p>\n<p>The only parts that are seriously outdated are on software, with mentions of older systems like\u00a0<strong>Windows 7<\/strong> and <strong>Office 2010<\/strong>.<\/p>\n<p>Happily, <strong>Word<\/strong> has added useful new features like <a href=\"https:\/\/thatwhitepaperguy.com\/tips-on-voice-recognition-software\/\" target=\"_blank\" rel=\"noopener\">Read Aloud<\/a> and <a href=\"https:\/\/thatwhitepaperguy.com\/tips-on-voice-recognition-software\/\" target=\"_blank\" rel=\"noopener\">Dictation<\/a>, and it has grouped spelling and grammar checking under the <a href=\"https:\/\/thatwhitepaperguy.com\/3-keys-to-readable-white-papers\/\" target=\"_blank\" rel=\"noopener\">Editor<\/a>.<\/p>\n<p>I&#8217;ve written about those significant changes in my blog.<\/p>\n<p>Now I&#8217;m musing about creating some sort of 10th-anniversary update to be available through my site.<\/p>\n<p>But in the meantime, if you&#8217;re looking at this book and wondering whether it&#8217;s still relevant, I&#8217;m happy to say it is.<\/p>\n<h3>And you don&#8217;t have to take my word for it&#8230;<\/h3>\n<p>Check out more than 60 5-star reviews for <a href=\"https:\/\/amzn.to\/3bZpGfp\" target=\"_blank\" rel=\"noopener\"><em>White Papers For Dummies<\/em> on <strong>Amazon<\/strong><\/a>.<\/p>\n<p>People have called this book &#8220;a ridiculously good value&#8230;&#8221; with &#8220;a lot of sensible tips and tricks&#8221; that make it &#8220;mandatory for every B2B copywriter.&#8221;<\/p>\n<p>And the price today on Amazon is an unbeatable value at just $16.99.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>Just for fun: Beat the dog days of summer!<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-8632\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2019\/07\/bigstock-Bulldog-licking-an-ice-cream-1485194-300x202.jpg\" alt=\"photo of bulldog licking an ice cream cone\" width=\"600\" height=\"404\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2019\/07\/bigstock-Bulldog-licking-an-ice-cream-1485194-300x202.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2019\/07\/bigstock-Bulldog-licking-an-ice-cream-1485194-768x517.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2019\/07\/bigstock-Bulldog-licking-an-ice-cream-1485194.jpg 900w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Across the Northern Hemisphere, it&#8217;s been a terrible summer in many places, with heatwaves, droughts, forest fires, and now floods.<\/p>\n<p>So here&#8217;s some comic relief: a bulldog slurping on an ice cream cone.<\/p>\n<p>When we first used it, this shot produced more comments\/feedback than any others we&#8217;ve used here at TWPG.<\/p>\n<p>I hope you can keep cool and safe as we close out the dog days of summer.<\/p>\n<p><em>White Paper World<\/em> will be back soon with more useful tips and advice about long-form B2B content, plus a dash of fun.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>That\u2019s all for this time<\/h2>\n<p>If you liked this e-newsletter, please forward it to a colleague who\u2019s interested in white papers.<\/p>\n<p>You can see all the previous issues here: <a href=\"https:\/\/thatwhitepaperguy.com\/news\/\" target=\"_blank\" rel=\"noopener\">www.thatwhitepaperguy.com\/newsletters\/<\/a><\/p>\n<p>And if you have any comments or questions about white papers, please send them to <a href=\"mailto:gordon@thatwhitepaperguy.com?subject=Quick question on white papers\">Gordon AT thatwhitepaperguy.com<\/a>\u00a0and I\u2019ll do my best to answer\u2026 maybe in my next article!<\/p>\n<p>Good luck with all your projects!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-13280\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/GG-signature-300x74.gif\" alt=\"\" width=\"300\" height=\"74\" \/><\/p>\n<p>Gordon Graham<br \/>\nThat White Paper Guy<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fresh content: New episode of The White Paper Review This just in: How to write an exceptional white paper\u00a0from CMI Quick tip: Teach, don&#8217;t preach What I&#8217;m reading: White Papers For Dummies?! Just for fun: Beat the dog days of summer Fresh content: The White Paper Review An all-new episode of The White Paper Review&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[160],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>White Paper World 7: August 2022 - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"The White Paper Review new episode | How to write an exceptional white paper\u00a0from CMI | Quick tip: Teach, don&#039;t preach | What I&#039;m reading: White Papers For Dummies?! 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