{"id":14916,"date":"2023-01-16T16:35:46","date_gmt":"2023-01-16T21:35:46","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=14916"},"modified":"2023-02-25T23:02:46","modified_gmt":"2023-02-26T04:02:46","slug":"white-paper-world-15-january-19-2023","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/white-paper-world-15-january-19-2023\/","title":{"rendered":"White Paper World 15: January 19, 2023"},"content":{"rendered":"<div>\n<ul>\n<li><strong>Quick Tip<\/strong>: Don&#8217;t start your research with Google<\/li>\n<li><strong>This just in<\/strong>: Survey says, white paper use is up again<\/li>\n<li><strong>Tools of the trade:<\/strong> Passion Planner<\/li>\n<li><b>January Book Giveaway<\/b>: Share your 2023 career resolution<\/li>\n<\/ul>\n<div class=\"page\" title=\"Page 16\">\n<div class=\"layoutArea\">\n<hr \/>\n<\/div>\n<div class=\"layoutArea\">\n<h2>Quick tip: Don&#8217;t start your research with Google<\/h2>\n<\/div>\n<h3>Yes, you need a lot of research for a white paper.<\/h3>\n<p><strong>No, you don&#8217;t want to start with Google.\u00a0<\/strong><\/p>\n<p>That might send you down countless rabbit holes.<\/p>\n<p>And with AI content being dumped online, we can expect the web to get even more polluted with lies and disinformation in the future.<\/p>\n<p>So here are three steps for doing research even faster and better by not starting with Google.<\/p>\n<h3>Step 1: Start with <strong>Wikipedia<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12666 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Wikipedia-logo.png\" alt=\"Wikipedia logo\" width=\"200\" height=\"200\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Wikipedia-logo.png 200w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Wikipedia-logo-150x150.png 150w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Wikipedia-logo-24x24.png 24w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Wikipedia-logo-48x48.png 48w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Wikipedia-logo-96x96.png 96w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/so-you-have-to-write-a-white-paper\/#wikipedia\" target=\"_blank\" rel=\"noopener\">But you said never quote <strong>Wikipedia<\/strong> in a white paper?!<\/a><\/p>\n<p>No, don&#8217;t quote from Wikipedia. That&#8217;s still my rule. But you <em>can<\/em> use it as a shortcut.<\/p>\n<p>Wikipedia is a secondary source: people commenting on the primary sources who are the actual authorities.<\/p>\n<p>So look up your topic in Wikipedia, and then use the footnotes to find primary sources, the real experts.<\/p>\n<p>Those footnotes will lead you to authoritative authors, analysts, journals, universities, and government reports.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-15197 size-medium\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2022-11-27-at-1.07.13-PM-205x300.png\" alt=\"Cover of The Economist magazine\" width=\"205\" height=\"300\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2022-11-27-at-1.07.13-PM-205x300.png 205w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/Screen-Shot-2022-11-27-at-1.07.13-PM.png 434w\" sizes=\"(max-width: 205px) 100vw, 205px\" \/><\/h3>\n<h3><\/h3>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-15196\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/CIO-magazine-300x200.jpg\" alt=\"CIO magazine\" width=\"300\" height=\"200\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/CIO-magazine-300x200.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/CIO-magazine-768x513.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/CIO-magazine.jpg 824w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/h3>\n<h3><\/h3>\n<h3>Step 2: Check trusted sources<\/h3>\n<p>After that, do a sweep of some trusted sources:<\/p>\n<ul>\n<li>Analysts like <strong>Deloitte<\/strong>, <strong>Ernst &amp; Young<\/strong>, <strong>Forrester<\/strong>, <strong>Gartner<\/strong>, <strong>McKinsey<\/strong><\/li>\n<li>Journals for C-level execs like CIO, CFO, CMO\u2014whatever fits your target readers<\/li>\n<li><em>The Economist<\/em><\/li>\n<li><em>The New York Times<\/em><\/li>\n<li><em>The New Yorker<\/em><\/li>\n<li><em>The Wall Street Journal<\/em><\/li>\n<li><em>Wired<\/em><\/li>\n<li><em>Ted Talks<\/em><\/li>\n<li>For professions: any special sites or journals for that profession<\/li>\n<li>For technologies: any special sites or journals for that tech<\/li>\n<li>For global topics: the UN<\/li>\n<\/ul>\n<p>This targeted research may sound like a lot of effort.\u00a0But I find this usually turns up solid references I can quote in my white paper.<\/p>\n<h3>Step 3: Then use Google to check if you missed anything<\/h3>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-12668 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Google-logo-1-300x119.png\" alt=\"Google logo\" width=\"300\" height=\"119\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Google-logo-1-300x119.png 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2020\/03\/Google-logo-1.png 636w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/h3>\n<p>But don&#8217;t click on dozens of items.<\/p>\n<p>Take a quick eyeball down the list of Google search results.<\/p>\n<p>Skip anything you already found.<\/p>\n<p>Do you see anything that sounds right on target, from a source your readers trust?<\/p>\n<p><strong>Tip<\/strong>: If you see many items that all seem to quote the same factoid, survey, or study, click on a couple to find the original source.<\/p>\n<p>Then dive into it and forget the commentators.\u00a0Once again, go for the primary source, not the rehash.<\/p>\n<p>I&#8217;ve found using Google third instead of first gets me better results in less time.<\/p>\n<p>Try it yourself, and let me know how it works for you.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<div class=\"layoutArea\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-15251\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/0202\/01\/6-out-of-10-marketers-300x169.jpg\" alt=\"6 out of 10 marketers use white papers, 2014 through 2023\" width=\"600\" height=\"338\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/0202\/01\/6-out-of-10-marketers-300x169.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/0202\/01\/6-out-of-10-marketers-1024x575.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/0202\/01\/6-out-of-10-marketers-768x431.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/0202\/01\/6-out-of-10-marketers.jpg 1440w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div>\n<\/div>\n<\/div>\n<h2>This just in: White paper use is up again<\/h2>\n<p>The annual B2B survey from the <strong>Content Marketing Institute<\/strong>\u00a0always includes\u00a0some interesting findings.<\/p>\n<p><a href=\"https:\/\/contentmarketinginstitute.com\/articles\/b2b-content-marketing-research-trends-statistics\" target=\"_blank\" rel=\"noopener\">You can see the 2023 survey report here, no registration required<\/a><span style=\"text-decoration: underline;\">. <\/span><\/p>\n<p>The first thing I check is how many B2B marketers used white papers.\u00a0For 2023, that number is up again to 59%.<\/p>\n<p>As shown in the graph above, that means the 10-year rolling average is 63%.<\/p>\n<p>So it&#8217;s fair to say that over the past decade, white papers were used by 6 out of 10 B2B marketers surveyed.<\/p>\n<h3>But what about that drop in 2020-2021?<\/h3>\n<p>I think there&#8217;s only one explanation: Covid.<\/p>\n<p>Remember what happened that year?<\/p>\n<ul>\n<li>All trade shows and in-person events were canceled<\/li>\n<li>Teams were scrambling to work from home<\/li>\n<li>Kids were home with parents as babysitters<\/li>\n<li>Our families were scared or sick<\/li>\n<\/ul>\n<p>It&#8217;s no wonder 15% of B2B marketers decided to shelve long-form content while they put out the fires burning all around them.<\/p>\n<p>Even so, half of all B2B marketers kept on using white papers right through Covid.<\/p>\n<h3>Here&#8217;s the past decade, without the worst of Covid<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-15257 \" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/2-out-of-3-marketers-v2-300x168.jpg\" alt=\"2 out of 3 marketers use white papers 2014 through 2023 excluding 2021 Covid v2\" width=\"600\" height=\"336\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/2-out-of-3-marketers-v2-300x168.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/2-out-of-3-marketers-v2-1024x575.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/2-out-of-3-marketers-v2-768x431.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/2-out-of-3-marketers-v2-1536x862.jpg 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2023\/01\/2-out-of-3-marketers-v2.jpg 1728w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>If we exclude the low in 2021, the average over the past decade jumps to 65%.<\/p>\n<p>So I believe we can say that over the past 10 years, except for the single worst year of Covid, white papers were used by 2 out of 3 B2B marketers surveyed.<\/p>\n<h3>Other insights from the CMI 2023 report<\/h3>\n<p><strong>\u2014Research reports and e-books\/white papers were the #3 and #4 most effective<\/strong> <strong>formats<\/strong>, topped only by in-person and virtual events.<\/p>\n<p>That means marketers see long-form content as the most effective content of all.<\/p>\n<p><strong>\u2014The greatest challenge<\/strong> <strong>is creating content that appeals to different stages of the buyer&#8217;s journey.<\/strong><\/p>\n<p>White papers map beautifully to the customer journey. Here&#8217;s how.<\/p>\n<p>I suggest that B2B companies create:<\/p>\n<ul>\n<li><strong>Problem\/solution<\/strong> white papers at the <strong>start<\/strong> of the customer journey<\/li>\n<li><strong>Numbered<\/strong> <strong>lists<\/strong> in the <strong>middle<\/strong> of the buyer&#8217;s journey<\/li>\n<li><strong>Backgrounders<\/strong> near the <strong>end<\/strong> of the customer journey<\/li>\n<\/ul>\n<div class=\"page\" title=\"Page 16\">\n<div class=\"layoutArea\">\n<p><strong>\u2014In-person events are back<\/strong>,\u00a0jumping from 19% in 2022 to 49% in 2023.<\/p>\n<p>But what does that mean for white papers?<\/p>\n<p>Well, why not repurpose a white paper into pieces that work at events? For example:<\/p>\n<ul>\n<li><strong>Infographics<\/strong>\u00a0blown up to poster size to attract attention<\/li>\n<li><strong>Slide decks<\/strong>\u00a0with speaker&#8217;s notes for presenters<\/li>\n<li><strong>Explainer videos\u00a0<\/strong>to run unattended in a booth<\/li>\n<\/ul>\n<p>You can also print white papers in color to give to interested prospects.\u00a0Or load some onto USB drives to hand out.<\/p>\n<p>All these approaches can help marketers\u00a0combine long-form content with in-person events to get a better ROI on both.<\/p>\n<p><strong>\u2014Nearly half of B2B marketers will outsource or hire for content creation.<\/strong>\u00a0That&#8217;s good news for any writer or designer looking for clients or a steady job.<\/p>\n<p><strong>\u2014Budgets are going up.<\/strong> Half of all marketers see their budgets going up, and only 4% see them going down. More good news for the whole industry.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2 id=\"passion-planner\"><strong>Tools of the trade: Passion Planner <\/strong>keeps it all together<\/h2>\n<p><a href=\"https:\/\/passionplanner.com\/products\/weekly-2023-planner-celestial-blue\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-15358\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/Passion-Planner-plus-planner-300x178.jpg\" alt=\"Passion Planner\" width=\"598\" height=\"355\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/Passion-Planner-plus-planner-300x178.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/Passion-Planner-plus-planner-1024x609.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/Passion-Planner-plus-planner-768x457.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/Passion-Planner-plus-planner-1536x913.jpg 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/11\/Passion-Planner-plus-planner-2048x1217.jpg 2048w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/><\/a><\/p>\n<p>I have to confess: Staying organized is not my strong suit.<\/p>\n<p>Like most people, I&#8217;ve tried an assortment of time management methods, paper and online. I&#8217;ve read books. I&#8217;ve taken courses.<\/p>\n<p>But nothing clicked for me until I found a unique organizer I&#8217;ve been using for the past five years now. Thank you to our social media manager <a href=\"https:\/\/www.linkedin.com\/in\/paulineclark1\/?originalSubdomain=ca\" target=\"_blank\" rel=\"noopener\"><strong>Pauline Clark<\/strong><\/a> for spotting it!<\/p>\n<p><strong>Passion Planner<\/strong> is the name of the company and\u00a0<a href=\"https:\/\/passionplanner.com\/products\/weekly-2023-planner-celestial-blue\" target=\"_blank\" rel=\"noopener\">I&#8217;m using the weekly planner with the blue cover shown above<\/a>.<\/p>\n<p>Here&#8217;s what I like about Passion Planners:<\/p>\n<ul>\n<li>Every day shows hours from 6 AM to 10 PM, ideal for me<\/li>\n<li>Each two-page spread shows a full week<\/li>\n<li>There&#8217;s still enough space to write notes<\/li>\n<li>There are extra pages to make big plans and review every month<\/li>\n<\/ul>\n<p>And the real game-changer for <a href=\"https:\/\/www.linkedin.com\/in\/angie-gallop-bb79553\/\" target=\"_blank\" rel=\"noopener\"><strong>Angie<\/strong><\/a> and me has been the &#8220;Good Things That Happened&#8221; box on the side of each of the weekly pages. This prompted us to start our weekly meetings with a review of what went right during the previous week, rather than jumping straight into the &#8216;To Dos&#8217;.<\/p>\n<p>The company is generous: <a href=\"https:\/\/passionplanner.com\/collections\/free-downloads\" target=\"_blank\" rel=\"noopener\">they&#8217;ve made one-month of their lay-out available to try free of charge<\/a>, along with a whole bunch of cool inserts like trackers for your books, gifts, groceries, monthly bills, daily calories, and water intake.<\/p>\n<p>And for every planner they sell, they give one away.<\/p>\n<p>It&#8217;s a small, feisty operation started by a young woman through <strong>Kickstarter<\/strong>.<\/p>\n<\/div>\n<div class=\"layoutArea\">\n<p>So if you&#8217;re trying to get it together in 2023, I highly recommend <a href=\"https:\/\/passionplanner.com\/\" target=\"_blank\" rel=\"noopener\">Passion Planner.\u00a0<\/a><\/p>\n<p>(Not an affiliate link, I just want to tell y&#8217;all about them.)<\/p>\n<\/div>\n<hr \/>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-14518\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/10\/Book-Giveaway-logo-300x172.jpg\" alt=\"Book Giveaway logo\" width=\"600\" height=\"345\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/10\/Book-Giveaway-logo-300x172.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/10\/Book-Giveaway-logo-1024x588.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/10\/Book-Giveaway-logo-768x441.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/10\/Book-Giveaway-logo.jpg 1348w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/h2>\n<h2>January Book Giveaway: Tell me your resolution<\/h2>\n<p>A New Year is a great time for a new resolution.<\/p>\n<p>So here&#8217;s my question for the January Book Giveaway.<\/p>\n<p>In terms of your writing or marketing career in 2023:<\/p>\n<ul>\n<li>What do you plan to do differently?<\/li>\n<li>Where will you put more time, energy, and resources?<\/li>\n<li>Where will you venture out of your comfort zone?<\/li>\n<\/ul>\n<p><a href=\"mailto:gordon@thatwhitepaperguy.com?subject=My 2023 Career Resolution for the January Book Giveaway\" target=\"_blank\" rel=\"noopener\"><strong><span style=\"color: #008000;\">Click here to send me your 2023 career resolution<\/span><\/strong><\/a><\/p>\n<p><span style=\"color: #ff0000;\"><strong>Deadline for entries: 6 PM Eastern on Friday, January 27.<\/strong><\/span><\/p>\n<p>I\u2019ll pick one entry at random and send you any title you choose from <a href=\"https:\/\/thatwhitepaperguy.com\/recommended-books-on-white-papers-and-everything-else\/\" target=\"_blank\" rel=\"noopener\">my list of recommended books<\/a>.<\/p>\n<p>And I&#8217;ll never show your resolution to anyone else without your permission.<\/p>\n<h3>You tell me yours, I&#8217;ll tell you mine<\/h3>\n<p>\u2014In 2023, I will only take on writing projects for organizations that are actively trying to make the world a better place.<\/p>\n<p>\u2014In 2023, I will launch my first products aimed at helping writers.<\/p>\n<p>\u2014And in 2023, I will put more time and energy into finishing my first YA novel.<\/p>\n<p>Pheww. That feels good to say all that &#8220;out loud.&#8221;<\/p>\n<p>I wish us all the best of luck in achieving all our goals in 2023!<\/p>\n<\/div>\n<div class=\"page\" title=\"Page 16\">\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>That\u2019s all for this time<\/h2>\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 questions on white papers, please send them to <a href=\"mailto:gordon@thatwhitepaperguy.com?subject=Quick question on white papers\">gordon@thatwhitepaperguy.com<\/a>. I\u2019ll do my best to answer\u2026 maybe in my next article!<\/p>\n<p>All the best to you and yours all through this New Year.<\/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<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Quick Tip: Don&#8217;t start your research with Google This just in: Survey says, white paper use is up again Tools of the trade: Passion Planner January Book Giveaway: Share your 2023 career resolution Quick tip: Don&#8217;t start your research with Google Yes, you need a lot of research for a white paper. No, you don&#8217;t&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 15: January 19, 2023 - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"Quick tip: Don&#039;t start your research with Google | This just in: White paper use is up again | Tools of the trade: Passion Planner | January book giveaway\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/white-paper-world-15-january-19-2023\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"White Paper World 15: January 19, 2023 - 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