White Papers

6 Keys for Creating Compelling White Papers

In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects.

What was at the top of the list?

White papers.

Of course not all white papers are created equally. Done well, white papers can mean the difference between a prospect engaging in the sales process with you, rather than the competition. Done poorly, white papers can do more to make you look bad than influence your prospects to buy.

So whether you call them white papers, executive briefings, or special reports it’s important to take the time to make them the best they can be.

Here’s my list of six things that will help you make your next white paper as compelling and effective as it can be.

#1 – Write to a single ideal prospect

I know many of you may bristle at this one, ...

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B2B Technology Marketers Find Out What Works

Last week Eccolo Media released the 2010 B2B Technology Collateral Survey Report. This survey gathered preferences of 500 U.S.-based respondents who were influencers or decision makers on a technology buy

And here’s what they shared…

  • Brochures and data sheets are the most frequently consumed content (83%)
  • White papers are the most influential content
  • Both influencers and decision makers ranked white papers as being most influential
  • After white papers, case studies are considered most influential

While white papers and case studies are must-have tools, they are not all created equally. The number one disappointment?

Poorly written content.

Brochures also aren’t making the impact they might be. While they are the most frequently consumed, their influence isn’t as high as other collateral. A better B2B brochure might solve this issue.

Preferred Format & Length

Most respondents prefer written case studies, though video testimonials are gaining ground. Video is ...

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Be Successful with White Paper Marketing in 2010

White papers are powerful marketing tools. When I think of white paper marketing, I often think of B2B companies selling complex products. But the truth is white papers help build your business, communicate with your customers, and find new leads regardless of what your specific product or service is. That's why I'm so excited to tell you about Michael Stelzner's White Paper Success Summit.

Having attended his Copywriting Success Summit last summer, I can tell you these events are packed with valuable information. The fact that you can attend from anywhere just makes them all the more convenient and cost-efficient. This year's White Paper Success Summit will cover topics like:

  • Successfully marketing your business with white papers
  • How to create a successful campaign to market your white papers
  • Using white papers to generate more leads and more sales
  • The seven keys to a successful white paper
  • Proven techniques for using white papers for long-term lead generation ...
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