{"id":2129,"date":"2015-01-22T09:00:35","date_gmt":"2015-01-22T14:00:35","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=2129"},"modified":"2021-01-26T12:49:37","modified_gmt":"2021-01-26T17:49:37","slug":"7-habits-of-highly-effective-white-paper-marketers","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/7-habits-of-highly-effective-white-paper-marketers\/","title":{"rendered":"7 habits of highly effective white paper marketers"},"content":{"rendered":"<h2>One of my favorite self-help\u00a0books is<br \/>\n<a href=\"http:\/\/www.amazon.com\/gp\/product\/1451639619\/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1451639619&amp;linkCode=as2&amp;tag=thwhpagu-20&amp;linkId=2HRIEWVP6TE5GWCT\"><em>7 Habits of Highly Effective People<\/em><\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/ir-na.amazon-adsystem.com\/e\/ir?t=thwhpagu-20&amp;l=as2&amp;o=1&amp;a=1451639619\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><br \/>\nby Stephen Covey.<\/h2>\n<h3>First published in 1989, it has sold an estimated 25 million copies in 38 languages.<\/h3>\n<p>I still try to follow its guidelines in my own life.<\/p>\n<p>With apologies, I&#8217;ve applied the 7 habits to the act of marketing with highly effective white papers.<\/p>\n<h3><a href=\"http:\/\/www.amazon.com\/gp\/product\/1451639619\/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1451639619&amp;linkCode=as2&amp;tag=thwhpagu-20&amp;linkId=2HRIEWVP6TE5GWCT\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2134\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/01\/7-habits-cover.jpg\" alt=\"7 Habits of Highly Effective People applied to white papers\" width=\"232\" height=\"352\" \/><\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/ir-na.amazon-adsystem.com\/e\/ir?t=thwhpagu-20&amp;l=as2&amp;o=1&amp;a=1451639619\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/><strong>Habit #1: Be proactive<\/h3>\n<p>Don\u2019t do white papers just because your competitors have them.<\/p>\n<p>Or because someone in sales said they really need\u00a0one.<\/p>\n<p>Instead, start with your #1\u00a0marketing problem and work from there.<\/p>\n<p>&nbsp;<\/p>\n<p>Do you need to:<\/p>\n<ul>\n<li>Generate leads?<\/li>\n<li>Nurture leads already in your funnel?<\/li>\n<li>Beat out competitors on a cost-benefit analysis? On a technical checklist?<\/li>\n<li>Launch a\u00a0new solution to an old problem?<\/li>\n<\/ul>\n<p>Then\u00a0pick\u00a0the best flavor of white paper to accomplish that purpose.\u00a0<strong>Hint<\/strong>: <a title=\"Get this unique infographic on white papers\" href=\"https:\/\/thatwhitepaperguy.com\/get-unique-infographic-white-papers\/\" target=\"_blank\" rel=\"noopener noreferrer\">See my infographic<\/a> for tips on which flavor works best for what purpose.<\/p>\n<h3>Habit #2: Begin with the end in mind<\/h3>\n<p>Next, visualize how your published white paper will look and feel when it&#8217;s all done.<\/p>\n<p><a title=\"Get this unique infographic on white papers\" href=\"https:\/\/thatwhitepaperguy.com\/get-unique-infographic-white-papers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Use my infographic (You have it, right?<\/a>) to plan a\u00a0page-by-page flow of the contents.<\/p>\n<p>Then imagine how you will assemble\u00a0the right team,\u00a0gather\u00a0research, manage reviewers, repurpose into other formats, and promote your finished white paper&#8230; all to\u00a0overcome\u00a0the\u00a0marketing challenge you identified in\u00a0habit #1.<\/p>\n<h3>Habit #3: Put first things first<\/h3>\n<p>The first step in managing a white paper project is\u00a0to find\u00a0the right creative suppliers: a writer, a designer, and perhaps an illustrator. The more B2B projects they&#8217;ve done, the better.<\/p>\n<p>Then you need a pile of background\u00a0for your writer to study.\u00a0<a title=\"10 ways to be a good SME\" href=\"https:\/\/thatwhitepaperguy.com\/getting-started-with-white-papers\/10-ways-to-be-a-good-sme\/\" target=\"_blank\" rel=\"noopener noreferrer\">You may need subject matter experts (SMEs) who are willing to be interviewed by\u00a0your writer<\/a>; and they&#8217;ll need to set aside\u00a0a few minutes to review drafts.<\/p>\n<p>And you need members of your marketing team who can promote the finished paper through the web, social media, journalists, bloggers, events, and channel partners.<\/p>\n<h3>Habit #4: Think win-win<\/h3>\n<p>Strive to make the entire process of planning, creating, publishing and promoting your white paper enjoyable for everyone.<\/p>\n<p>Ask for\u00a0frequent small deliverables: notes on your kickoff call, draft outlines, rough\u00a0graphics. These can\u00a0help you head off any avoidable stresses.<\/p>\n<h3>Habit #5: Seek first to understand, then to be understood<\/h3>\n<p>Sales and marketing people, take the hint: Stop talking, and start listening.<\/p>\n<p>What information can you provide to help your prospects?<\/p>\n<p>Do not jump into describing your solution too soon, or in too much detail. In some white papers, your product\u00a0only warrants a brief mention at the end.<\/p>\n<p>If your goal is to generate leads, you want readers\u00a0to be intrigued enough to engage with your company and find out more. That\u2019s it, that\u2019s all.<\/p>\n<h3>Habit #6: Synergize<\/h3>\n<p>One white paper can be repurposed in many\u00a0different ways: as blog posts, a slide deck or webinar, a press release, an opinion piece.<\/p>\n<p><a title=\"How to \u201cclone\u201d a white paper for multiple audiences\" href=\"https:\/\/thatwhitepaperguy.com\/white-paper-writing\/how-to-clone-a-white-paper-for-multiple-audiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">The same white paper can sometimes be &#8220;cloned&#8221; to appeal to several different market segments<\/a>.<\/p>\n<p>I believe this habit tells us\u00a0to promote every white paper like a madman. That&#8217;s how to squeeze every last drop of value from your investment in such a formidable piece.<\/p>\n<h3>Habit #7: Sharpen the saw<\/h3>\n<p>Renew and refresh yourself and your team before your\u00a0next big marketing push.<\/p>\n<p>Be sure to take the time to track your white paper campaign results, build your swipe file, and continue to monitor the key trends and issues in B2B content marketing.<\/p>\n<p>Another best practice is to hold a brief post-mortem to discuss\u00a0how to improve your process the next time around. Don&#8217;t allow finger-pointing; a\u00a0good way to avoid this is to focus on processes, not personalities.<\/p>\n<h3>The path\u00a0to continuous improvement<\/h3>\n<p>If you as a B2B marketer follow these seven habits on\u00a0every white paper project, I believe you will quickly improve your published content, your project management, and your marketing results.<\/p>\n<p>And your white papers will become even more highly effective at overcoming\u00a0your marketing challenges.<\/p>\n<hr \/>\n<p><em>Want to hear whenever there\u2019s a fresh article on this site? <\/em><a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\"><em>Subscribe here to stay in the know on long-form content<\/em><\/a><em>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of my favorite self-help\u00a0books is 7 Habits of Highly Effective People by Stephen Covey. First published in 1989, it has sold an estimated 25 million copies in 38 languages. I still try to follow its guidelines in my own life. With apologies, I&#8217;ve applied the 7 habits to the act of marketing with highly&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,14],"tags":[122,123,121,21],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 habits of highly effective white paper marketers - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"We&#039;ve taken one of our favorite books, Stephen Covey&#039;s &quot;7 habits of highly effective people&quot; and applied those habits to white papers.\" \/>\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\/7-habits-of-highly-effective-white-paper-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 habits of highly effective white paper marketers - 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Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.","url":"https:\/\/thatwhitepaperguy.com\/author\/gordon\/"}]}},"_links":{"self":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts\/2129"}],"collection":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/comments?post=2129"}],"version-history":[{"count":6,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts\/2129\/revisions"}],"predecessor-version":[{"id":11170,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/posts\/2129\/revisions\/11170"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/media\/6482"}],"wp:attachment":[{"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/media?parent=2129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/categories?post=2129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thatwhitepaperguy.com\/wp-json\/wp\/v2\/tags?post=2129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}