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How long can a company use the same white paper? As long as it works, really.
There is no "best-before" date on a white paper, no set time when it must be withdrawn from circulation.
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Google a phrase like "17 tips" and you'll see at least 100 million hits?! Why do "tips" rule?
And how can you harness this compelling format to write white papers?
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What kind of companies need white papers? Do you? Here are three simple questions that will give you the answer...
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Every white paper needs at least one effective graphic. The problem: Not every white paper has a budget for custom graphics.
Here are two cost-effective tools that can really help out...
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The day before my holidays this summer, I got an urgent call from the CEO of a software firm.
He was looking for six technical white papers (~65 pages) to be done in five weeks. I told him that didn't sound possible...
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Here are seven Web sites that can present your technology white paper to the world, free.
Use them today to gain a wider audience... read more >>
At last, two new books explain how to write a white paper, and how to market the modern way,
with useful content... read more >>
Too many white papers fall victim to diseases that makes them feeble. Let's look at six germs that affect formatting,
and what you can do about them... read more >>
In this follow-up article, let's look at six diseases that eat away at the content
of white papers—including the single worst practice of today—and what you can do about them...
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Which white paper would YOU sooner read:
"Implications of business intelligence methodologies on operational efficiencies" or
"Six Things Every IT Manager Must Know about Data Warehousing"? read more >>
Few people on earth have seen more white papers than Jay Habegger, CEO of Bitpipe,
probably the Web's largest service that hosts these documents.
For his part, Executive VP of KnowledgeStorm Jeff Ramminger knows a little something
about white papers too...
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When anti-spam developer Vircom released a controversial white paper, its Web site started getting hits.
So many hits, they wondered if someone had launched a DoS attack against the company...
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Whatever you call them, an extended testimonial is one of the most powerful marketing pieces any firm can produce.
But what does it take to create a great case study? And after you've got it, how do you use it?
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People frequently tell me they don't have the time to write. "I'm too busy," they say.
Or "I know that white paper is important, but I just can't seem to get around to it."
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Let's face it, selling by e-mail and the web is all about the words.
So if you plan on pitching anything to prospects—from a free download to a webinar—you need good copywriting to do it...
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Too many white papers suffer from wishful thinking, unattributed factoids, vacuous logic, and good old-fashioned hype.
Here's why hype is your worst enemy, and why you must seek it out and destroy it...
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