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Learn to:
- Plan, create, and promote effective white papers
- Pick the perfect style of white paper for your next project
- Manage a white paper project with a 12-step process
Discover how to write great white papers, and use them to boost your business!
White papers are a challenging form of content marketing that takes years to master. Luckily, this hands-on, friendly guide gives you a shortcut. Whether you're a marketing manager seeking to use white papers to promote your company, or a writer looking to break into this well-paying field, White Papers For Dummies gives you practical, step-by-step advice on planning, creating, and promoting effective white papers.
- Get started -- find out what white papers are, who reads them, and whether your company (or client) needs one
- Plan a white paper, fast -- pinpoint the audience, purpose, topic, key points, and call to action for your white paper
- Master highly effective habits -- discover how to think like a lawyer, write like a journalist, and promote like a madman to make your white paper a hit
- Tricks of the trade -- avoid common pitfalls that trap beginners creating their first white papers
- Reach your target audience -- get a crash course on ways to promote your white paper and get it discovered, read, and shared
Open the book and find:
- Why white papers are called "the king of content"
- The huge opportunity for writers
- Outlines for the three main types of white papers
- More than 40 ways to promote a white paper
- Tips on finding powerful sources
- Ten ways to improve a white paper title
- Advice for white paper designers
- How to use white papers throughout the sales process
Learn to:
- Plan, create, and promote effective white papers
- Pick the perfect style of white paper for your next project
- Manage a white paper project with a 12-step process
Discover how to write great white papers, and use them to boost your business!
White papers are a challenging form of content marketing that takes years to master. Luckily, this hands-on, friendly guide gives you a shortcut. Whether you're a marketing manager seeking to use white papers to promote your company, or a writer looking to break into this well-paying field, White Papers For Dummies gives you practical, step-by-step advice on planning, creating, and promoting effective white papers.
- Get started -- find out what white papers are, who reads them, and whether your company (or client) needs one
- Plan a white paper, fast -- pinpoint the audience, purpose, topic, key points, and call to action for your white paper
- Master highly effective habits -- discover how to think like a lawyer, write like a journalist, and promote like a madman to make your white paper a hit
- Tricks of the trade -- avoid common pitfalls that trap beginners creating their first white papers
- Reach your target audience -- get a crash course on ways to promote your white paper and get it discovered, read, and shared
Open the book and find:
- Why white papers are called "the king of content"
- The huge opportunity for writers
- Outlines for the three main types of white papers
- More than 40 ways to promote a white paper
- Tips on finding powerful sources
- Ten ways to improve a white paper title
- Advice for white paper designers
- How to use white papers throughout the sales process
Gordon Graham - also known as That White Paper Guy - is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.
Introduction 1
About This Book 2
Conventions Used in This Book 2
What You're Not to Read 3
Foolish Assumptions 3
How This Book is Organized 4
Part I: Getting Started with White Papers 4
Part II: The Three Flavors of White Papers 5
Part III: From Foggy Idea to Finished Document 5
Part IV: Succeeding with White Papers 5
Part V: The Part of Tens 6
Icons Used in This Book 6
Where to Go from Here 6
Part I: Getting Started with White Papers 9
Chapter 1: Unleashing the Power of White Papers 11
Seeing a White Paper for What It is 12
Getting the scoop on the three flavors of white papers 12
Following a proven system for creating white papers 13
Declaring White Papers the "King of Content" 14
Seeing the growing trend to white papers 15
Spotting three flaws in many white papers 16
Using a mantra to avoid problems 17
Understanding Today's Complex Sale 18
B2B marketing has evolved quickly 18
Today's B2B buyers do their own research 20
Profiting from White Papers 22
At the top of the funnel 24
Throughout the funnel 25
At the bottom of the funnel 26
Discovering Who Uses White Papers and Who Should 27
Chapter 2: An Exciting Opportunity for Writers 29
Sizing Up the Possibilities 30
Looking at three trends pushing white papers to the top 30
Understanding why marketers can't find qualified writers 31
Calculating the earning potential for a white paper writer 32
Discovering who uses white papers 34
Wondering whether the white paper opportunity will last 35
Coming into White Papers from Three Common Paths 36
Copywriters and white papers 37
Journalists and white papers 40
Technical writers and white papers 42
Finding White Paper Clients 44
Avoid most of what you hear 44
Getting started with the basics 45
The secret of freelance success 46
Chapter 3: The Past, Present, and Future of White Papers 47
Where It All Began: Generation 1.0 (1910s to 1990s) 48
Characteristics of Gen 1.0 white papers 48
The closest model: Business reports 49
Forcing White Papers to Evolve 50
Where White Papers Are Now: Generation 2.0 (1990s to Today) 51
Characteristics of Gen 2.0 white papers 51
Two close models: Annual reports and science magazines 51
But aren't white papers old-fashioned? 52
Still evolving, not dying 53
Where White Papers Are Going: Generation 3.0 (Coming Soon) 53
Some trends to watch54
Four possible paths to the future 54
Chapter 4: Just the FAQs on White Papers 57
Working Out the Whats of White Papers 57
What is a white paper anyway? 58
What are the industry standards for white papers? 58
What else do people call white papers? 59
What's the difference between white papers
and other marketing materials? 60
Figuring Out Who Writes and Reads White Papers 64
Who publishes white papers? 65
Who reads white papers? 66
Who hires people to write white papers? 66
Who writes white papers? 67
Understanding Why White Papers Are So Useful 67
Why do companies publish white papers? 67
Why do prospects read white papers? 68
Why do writers write white papers? 69
Pinpointing the Wheres of White Papers 69
Where do B2B prospects find white papers? 69
Where do people read white papers? 70
Where did white papers first come from? 71
Where are white papers going in the future? 71
Tracking the Whens of White Papers 72
When do companies publish white papers? 72
When do B2B prospects read white papers? 72
When should a company use each type of white paper? 73
Figuring Out the Hows of White Papers 74
How do people read white papers? 74
How long does a white paper take to create? 74
How much does a white paper cost?.75
How much can a writer earn doing white papers? 79
How can you tell whether a company needs a white paper? 81
How many white papers are "enough" for a company? 82
Part II: The Three Flavors of White Papers 85
Chapter 5: Picking the Perfect Flavor for Your Next White Paper 87
Recognizing the Three Purposes of White Papers 88
Defining the Three Flavors: Vanilla, Strawberry, and Chocolate 89
Zooming in on the product: Plain vanilla 91
Making points quickly: Scrumptious strawberry 92
Finding a solution: Rich chocolate 93
Making two tasty mash-ups 94
Getting messy with other flavor combinations 94
Choosing the Right Flavor 95
Reflecting on your purpose 95
Considering your target audience 97
Thinking about your target sector.98
Choosing between a pure flavor and a mash-up 99
Figuring out what to do if your idea doesn't fit any flavor 100
Developing Your Topic 100
Sizing up your ideas.100
Giving readers something new 101
Getting ideas from prospects and clients 102
Chapter 6: The Backgrounder: As Basic As Vanilla 103
Introducing the Granddaddy of All White Papers 103
Defining a backgrounder 104
Spotting a backgrounder.105
Understanding this flavor's appeal to sales
and marketing types 105
Deciding When to Use a Backgrounder 105
Promoting an undisputed leader 106
Supporting a technical evaluation 106
Supplementing a product launch 107
Looking at the Pros and Cons of Backgrounders 107
Pro: Easy to research 107
Pro: Easy to write 108
Con: Short-lived 109
Con: Not good for generating leads 109
Planning a Backgrounder 110
Gathering essential information 110
Allocating pages 112
Choosing an effective title 116
Setting a factual tone 116
Going Beyond Text in a Backgrounder 117
Adding graphics 117
Using rich media 118
Repurposing a Backgrounder 119
Press release.119
Slide deck 119
Demo120
Webinar 120
Chapter 7: The Numbered List: As Fresh As Strawberry 121
Introducing the Lightest and Liveliest of All White Papers 122
Defining a numbered list 122
Spotting a numbered list 123
Five reasons numbered lists are popular 123
Deciding When to Use a Numbered List 124
Getting attention with provocative views 124
Nurturing prospects already in the funnel 125
Casting FUD on competitors 125
Looking at the Pros and Cons of Numbered Lists 126
Pro: Easiest to write.127
Pro: Fastest to read127
Pro: Easiest to repurpose 127
Con: Most superficial 128
Con: Easiest to dismiss 128
Con: Can be overused 128
Planning a Numbered List 129
Gathering essential information 129
Allocating pages 132
Choosing an effective title 136
Setting a provocative tone 137
Going Beyond Text in a Numbered List 138
Adding graphics 138
Using rich media 138
Repurposing a Numbered List 139
Blog post 139
Guest blog 140
E-newsletter article 140
Placed article 141
Chapter 8: The Problem/Solution: As Complex As Chocolate 143
Introducing the King of Content 143
Defining a problem/solution 144
Spotting a problem/solution.145
Understanding why this flavor appeals to executives 145
Deciding When to Use a Problem/Solution 146
Generating leads at the top of the funnel 146
Educating salespeople and channel partners 147
Educating analysts, bloggers, and journalists148
Redefining a market space 148
Building mindshare149
Looking at Pros and Cons of Problem/Solutions 149
Pro: Generates the most leads 149
Pro: Lasts the longest 150
Pro: Makes the best investment 150
Con: Hardest to create 151
Con: Slowest to create 151
Con: May heighten internal conflicts.152
Planning a Problem/Solution 152
Gathering essential information 153
Allocating pages 157
Choosing an effective title 163
Setting a dignified tone 164
Going Beyond Text in a Problem/Solution 165
Using graphics in a problem/solution 165
Using rich media 167
Repurposing a Problem/Solution 168
Blog post 168
Placed article 168
Slide deck 169
Webinar 170
Conference presentation 170
Chapter 9: Mashing Up Different Flavors 171
Understanding Why You Need Mash-Ups 172
Supporting a product launch, plus attracting attention 172
Generating leads, plus raising your company's profile 173
Creating Tasty Mash-Up #1: Backgrounder + Numbered List 174
When to use this mash-up 174
What to include and what to leave out 174
Creating Tasty Mash-Up #2: Problem/Solution + Numbered List 175
When to use this mash-up 175
What to include and what to leave out 176
Avoiding Two Messy Combinations 176
Messy mash-up #1: Backgrounder + problem/solution 176
Messy mash-up #2: All three flavors in one 177
Fixing a Mash-Up That Doesn't Taste Right 178
How to tell when you've made a mess 179
Separating the flavors 179
Reconfirming your purpose 180
Using the ingredients that belong180
Chapter 10: Special Ingredients for a White Paper 181
Sprinkling on the Special Ingredients 181
Positioning blurb 182
Synopsis-style executive summary183
Numbered lists 184
Buyer's guide 185
Case studies 186
...| Erscheinungsjahr: | 2013 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781118496923 |
| ISBN-10: | 1118496922 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Graham, Gordon |
| Hersteller: | Wiley |
| Maße: | 235 x 191 x 21 mm |
| Von/Mit: | Gordon Graham |
| Erscheinungsdatum: | 08.04.2013 |
| Gewicht: | 0,719 kg |
Gordon Graham - also known as That White Paper Guy - is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.
Introduction 1
About This Book 2
Conventions Used in This Book 2
What You're Not to Read 3
Foolish Assumptions 3
How This Book is Organized 4
Part I: Getting Started with White Papers 4
Part II: The Three Flavors of White Papers 5
Part III: From Foggy Idea to Finished Document 5
Part IV: Succeeding with White Papers 5
Part V: The Part of Tens 6
Icons Used in This Book 6
Where to Go from Here 6
Part I: Getting Started with White Papers 9
Chapter 1: Unleashing the Power of White Papers 11
Seeing a White Paper for What It is 12
Getting the scoop on the three flavors of white papers 12
Following a proven system for creating white papers 13
Declaring White Papers the "King of Content" 14
Seeing the growing trend to white papers 15
Spotting three flaws in many white papers 16
Using a mantra to avoid problems 17
Understanding Today's Complex Sale 18
B2B marketing has evolved quickly 18
Today's B2B buyers do their own research 20
Profiting from White Papers 22
At the top of the funnel 24
Throughout the funnel 25
At the bottom of the funnel 26
Discovering Who Uses White Papers and Who Should 27
Chapter 2: An Exciting Opportunity for Writers 29
Sizing Up the Possibilities 30
Looking at three trends pushing white papers to the top 30
Understanding why marketers can't find qualified writers 31
Calculating the earning potential for a white paper writer 32
Discovering who uses white papers 34
Wondering whether the white paper opportunity will last 35
Coming into White Papers from Three Common Paths 36
Copywriters and white papers 37
Journalists and white papers 40
Technical writers and white papers 42
Finding White Paper Clients 44
Avoid most of what you hear 44
Getting started with the basics 45
The secret of freelance success 46
Chapter 3: The Past, Present, and Future of White Papers 47
Where It All Began: Generation 1.0 (1910s to 1990s) 48
Characteristics of Gen 1.0 white papers 48
The closest model: Business reports 49
Forcing White Papers to Evolve 50
Where White Papers Are Now: Generation 2.0 (1990s to Today) 51
Characteristics of Gen 2.0 white papers 51
Two close models: Annual reports and science magazines 51
But aren't white papers old-fashioned? 52
Still evolving, not dying 53
Where White Papers Are Going: Generation 3.0 (Coming Soon) 53
Some trends to watch54
Four possible paths to the future 54
Chapter 4: Just the FAQs on White Papers 57
Working Out the Whats of White Papers 57
What is a white paper anyway? 58
What are the industry standards for white papers? 58
What else do people call white papers? 59
What's the difference between white papers
and other marketing materials? 60
Figuring Out Who Writes and Reads White Papers 64
Who publishes white papers? 65
Who reads white papers? 66
Who hires people to write white papers? 66
Who writes white papers? 67
Understanding Why White Papers Are So Useful 67
Why do companies publish white papers? 67
Why do prospects read white papers? 68
Why do writers write white papers? 69
Pinpointing the Wheres of White Papers 69
Where do B2B prospects find white papers? 69
Where do people read white papers? 70
Where did white papers first come from? 71
Where are white papers going in the future? 71
Tracking the Whens of White Papers 72
When do companies publish white papers? 72
When do B2B prospects read white papers? 72
When should a company use each type of white paper? 73
Figuring Out the Hows of White Papers 74
How do people read white papers? 74
How long does a white paper take to create? 74
How much does a white paper cost?.75
How much can a writer earn doing white papers? 79
How can you tell whether a company needs a white paper? 81
How many white papers are "enough" for a company? 82
Part II: The Three Flavors of White Papers 85
Chapter 5: Picking the Perfect Flavor for Your Next White Paper 87
Recognizing the Three Purposes of White Papers 88
Defining the Three Flavors: Vanilla, Strawberry, and Chocolate 89
Zooming in on the product: Plain vanilla 91
Making points quickly: Scrumptious strawberry 92
Finding a solution: Rich chocolate 93
Making two tasty mash-ups 94
Getting messy with other flavor combinations 94
Choosing the Right Flavor 95
Reflecting on your purpose 95
Considering your target audience 97
Thinking about your target sector.98
Choosing between a pure flavor and a mash-up 99
Figuring out what to do if your idea doesn't fit any flavor 100
Developing Your Topic 100
Sizing up your ideas.100
Giving readers something new 101
Getting ideas from prospects and clients 102
Chapter 6: The Backgrounder: As Basic As Vanilla 103
Introducing the Granddaddy of All White Papers 103
Defining a backgrounder 104
Spotting a backgrounder.105
Understanding this flavor's appeal to sales
and marketing types 105
Deciding When to Use a Backgrounder 105
Promoting an undisputed leader 106
Supporting a technical evaluation 106
Supplementing a product launch 107
Looking at the Pros and Cons of Backgrounders 107
Pro: Easy to research 107
Pro: Easy to write 108
Con: Short-lived 109
Con: Not good for generating leads 109
Planning a Backgrounder 110
Gathering essential information 110
Allocating pages 112
Choosing an effective title 116
Setting a factual tone 116
Going Beyond Text in a Backgrounder 117
Adding graphics 117
Using rich media 118
Repurposing a Backgrounder 119
Press release.119
Slide deck 119
Demo120
Webinar 120
Chapter 7: The Numbered List: As Fresh As Strawberry 121
Introducing the Lightest and Liveliest of All White Papers 122
Defining a numbered list 122
Spotting a numbered list 123
Five reasons numbered lists are popular 123
Deciding When to Use a Numbered List 124
Getting attention with provocative views 124
Nurturing prospects already in the funnel 125
Casting FUD on competitors 125
Looking at the Pros and Cons of Numbered Lists 126
Pro: Easiest to write.127
Pro: Fastest to read127
Pro: Easiest to repurpose 127
Con: Most superficial 128
Con: Easiest to dismiss 128
Con: Can be overused 128
Planning a Numbered List 129
Gathering essential information 129
Allocating pages 132
Choosing an effective title 136
Setting a provocative tone 137
Going Beyond Text in a Numbered List 138
Adding graphics 138
Using rich media 138
Repurposing a Numbered List 139
Blog post 139
Guest blog 140
E-newsletter article 140
Placed article 141
Chapter 8: The Problem/Solution: As Complex As Chocolate 143
Introducing the King of Content 143
Defining a problem/solution 144
Spotting a problem/solution.145
Understanding why this flavor appeals to executives 145
Deciding When to Use a Problem/Solution 146
Generating leads at the top of the funnel 146
Educating salespeople and channel partners 147
Educating analysts, bloggers, and journalists148
Redefining a market space 148
Building mindshare149
Looking at Pros and Cons of Problem/Solutions 149
Pro: Generates the most leads 149
Pro: Lasts the longest 150
Pro: Makes the best investment 150
Con: Hardest to create 151
Con: Slowest to create 151
Con: May heighten internal conflicts.152
Planning a Problem/Solution 152
Gathering essential information 153
Allocating pages 157
Choosing an effective title 163
Setting a dignified tone 164
Going Beyond Text in a Problem/Solution 165
Using graphics in a problem/solution 165
Using rich media 167
Repurposing a Problem/Solution 168
Blog post 168
Placed article 168
Slide deck 169
Webinar 170
Conference presentation 170
Chapter 9: Mashing Up Different Flavors 171
Understanding Why You Need Mash-Ups 172
Supporting a product launch, plus attracting attention 172
Generating leads, plus raising your company's profile 173
Creating Tasty Mash-Up #1: Backgrounder + Numbered List 174
When to use this mash-up 174
What to include and what to leave out 174
Creating Tasty Mash-Up #2: Problem/Solution + Numbered List 175
When to use this mash-up 175
What to include and what to leave out 176
Avoiding Two Messy Combinations 176
Messy mash-up #1: Backgrounder + problem/solution 176
Messy mash-up #2: All three flavors in one 177
Fixing a Mash-Up That Doesn't Taste Right 178
How to tell when you've made a mess 179
Separating the flavors 179
Reconfirming your purpose 180
Using the ingredients that belong180
Chapter 10: Special Ingredients for a White Paper 181
Sprinkling on the Special Ingredients 181
Positioning blurb 182
Synopsis-style executive summary183
Numbered lists 184
Buyer's guide 185
Case studies 186
...| Erscheinungsjahr: | 2013 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781118496923 |
| ISBN-10: | 1118496922 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Graham, Gordon |
| Hersteller: | Wiley |
| Maße: | 235 x 191 x 21 mm |
| Von/Mit: | Gordon Graham |
| Erscheinungsdatum: | 08.04.2013 |
| Gewicht: | 0,719 kg |
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