White Papers for Dummies

White Papers for Dummies

Gordon Graham

Language: English

Pages: 384

ISBN: 1118496922

Format: PDF / Kindle (mobi) / ePub


A fast and easy way to write winning white papers!

Whether you’re a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world’s leading experts in the field.

The fact-based documents known as white papers have been called the “king of content.” No other B2B marketing piece can do more to generate leads, nurture prospects, and build mindshare.

Where white papers were once used only by technology firms, they are becoming “must-have” items in the marketing toolkit for almost any B2B firm. Practically every startup must produce a white paper as part of its business planning.

But writing effective white papers is a big challenge. Now you can benefit from the experience of a white paper specialist who’s done more than 200 projects for clients from Silicon Valley to Finland, from mighty Google to tiny startups. Author Gordon Graham—also known as That White Paper Guy—provides dozens of tips and tricks to help your project come together faster and easier.

White Papers For Dummies will help you to:

  • Quickly determine if your B2B firm could benefit from a white paper
  • Master the three phases of every white paper project:
    planning, production, and promotion
  • Understand when and how to use the three main types of white paper
  • Decide which elements to include and which to leave out
  • Learn the best practices of seasoned white paper researchers and writers
  • Choose from 40 different promotional tactics to get the word out
  • Avoid common mistakes that many beginners make

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marketing pieces are submitted to an in-house editor to review for house style and clarity. Some freelance writers use their own editors to smooth out any wrinkles in their style. For simplicity’s sake, I left the editor’s role out of this chapter. If you do use an editor, any draft from the writer can go through the editor’s hands before or after going to the client in Steps 6 or 8, or the final text can go through the editor before going to the designer in Step 11. Step 6: Creating

Sends final text to client and designer 11.6 Writer Sends final invoice to client (if outsourced) 11.7 Designer Creates draft pages with text and graphics 11.8 Designer Generates draft PDF and sends it to client 11.9

that buyer’s business. Because so many buyers request white papers, B2B sellers have to produce them to keep up with competitors. In other words, white papers are becoming a standard piece in the marketing toolkit for more and more B2B vendors. Trend #2: White papers are a key part of content marketing. Content marketing is already booming, and it still has a long way to grow. Also known as inbound marketing, for years, this side of the budget has been steadily siphoning dollars away

you time, feel free to skip over the following elements: If you’re a B2B marketing person whose management team is already completely sold on using white papers, you can skip Chapters 1 and 2. If you’re a writer who’s already convinced of the vast opportunity in writing effective white papers, you can skip Chapter 2. You can also skip any sidebars, the shaded text boxes that go into more detail than you may need on certain topics. Foolish Assumptions You know what they

problem/solution white paper is so rich and long lasting that I compare it to chocolate ice cream (see Chapter 8 for details). Following a proven system for creating white papers Doing a white paper is a big, challenging project, far tougher than writing a blog or a sales letter. A white paper must be packed with research and useful information and run at least five pages with an attractive design. Many people are involved, and many things can go wrong. To help you keep all your white

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