The Link for the White Paper Webinar Replay

If you missed my recent webinar with Target Marketing and ActOn Software called, “Content Marketing to Woo the Executive“,  it is now available on demand. Simply register for the webinar and you will be provided with a link to watch it online.

 In this webinar you will learn:

• How new media is changing the white paper reader
• How to create content that can be repurposed in many channels and packages
• 6 Techniques to engage the short attention-span executive
• and much more…

I am available to answer your white paper questions after the webinar on my LinkedIn Group Discussion page. I look forward to interacting with you online!

Starting Today: The NEW Marketing Made Simple TV

My friend Jeff Ogden is at it again.

The founder of the “Find New Customers“, “Fearless Competitor”, and “Mad Marketing TV” websites has just started a new site called, “Marketing Made Simple TV”. As everything Jeff has done previously, this one should be another great site to add to your bookmark list.

His first guest is Mitch Joel, speaker, blogger, and President of TwistImage. It will be airing today at noon Eastern time, and it is expected to be even bigger and better than Mad Marketing TV! Replay will made available.

So tune in when you get a chance. It should be very interesting!

White Papers, eBooks and the “Gravitas” Factor

There’s a lot of truth to the expression, “perception is reality”, especially with the terms “white paper and “eBook”. For most business decision makers, the perception of a white paper is radically different from an eBook, and choosing the right term to apply to a business-focused marketing document can play a significant role in how your target reader perceives its contents.

The question of white papers vs. eBooks was asked by several attendees following my recent online webinar, “ “Designing White Papers that Grab Prospects, Nurture Leads, Get Shared, and Produce Sales”. As a result, I felt I should answer it in greater detail than the amount of time I had during the session. If you missed it, you can still sign up to view the on demand video when it is posted.

Unfortunately, for a small segment of B2B marketers, there is a lingering perception that the terms “eBook” and “white paper” are interchangeable when it comes to business solution marketing. Maybe it’s due to the chic trendiness associated with the name “eBook” as opposed to the more stogy moniker of “white paper” that been around for almost 100 years.

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Short Attention Marketing for White Papers on Mad Marketing TV

Be sure to watch my interview with Jeff Ogden from Mad Marketing TV on the subject of “Short Attention Marketing” for white papers. You won’t want to miss it!

Why Traditional White Papers Won’t Work in a Social Media World

The online world is changing at an ever-increasing pace. Simple websites now include animation. HTML has gone the way of WordPress to optimize content for SEO. Video is no longer a unique content addition, it is now a requirement. Social Media links are found everywhere.

But what about the white paper?

Unfortunately for many B2B marketers, white papers have seen little change since its inception in the early 1920s as a all-text government document. For a growing number of Social Media-savvy business readers, the traditional, all-text white paper just doesn’t cut it anymore. Here’s a few reasons why:

The first issue is the size of the traditional white paper. Weighing in between 10-20 pages, these traditional papers are more than any online reader can digest in one reading session. A white paper must take into consideration today’s Social Media oriented user with an increasing short attention span. Publishing any white paper over 15 pages is simply overkill. If you have a white paper that’s over 15 pages, then it’s better to break it up paper into a series of smaller white papers that are related to one another. For example, a 20 page white paper on supply chain management could easily be transformed into three 7-page white papers on different aspects of the same topic.

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Attend a FREE Webinar on Short Attention Marketing

Content has always been king on the Internet, but never more than it is today. Offering free, educational white papers in return for contact details and opt-in is one of today’s top lead generation tactics. In addition, Google’s latest updates push content even further up search engine rankings, and non-content Web pages down. And every social network is built around finding, sharing and commenting on content. Without content, you can’t go viral.

Creating good content that attracts readers and moves them along your sales funnel is very tricky. Content has to be pointed and digestible to hold the attention of short attention-span readers. Waste a visitor’s time, get too pushy in your sales talk or offer subpar content, and you will lose you leads.

Join me as I present the principles of Short Attention Marketing with this free webinar along with Target Marketing and ActOn Software. In this webinar you will learn:

• How new media is changing the white paper reader
• How to create content that can be repurposed in many channels and packages
• 6 Techniques to engage the short attention-span executive
• and much more…

The live webinar is scheduled for Wednesday, May 2nd at 11am Pacific, and 2pm Eastern. The webinar will be recorded and all registrants will be notified when it is available for on-demand replay. To sign up, please visit the Target Marketing registration page. I look forward to interacting with you online!

Happy White Paper Marketing,

Jonathan

The Impact of Social Media on White Paper Marketing

I recently contributed an article to the Act-On Software marketing blog called “Impact of Social Media on White Paper Marketing“. If you’ve been following me for some time, you may find some of the points in this article somewhat repetitive from the principles in my book, Crafting White Paper 2.0.

You can read this post by clicking on the logo below or by clicking on this link.

Happy White Paper Marketing,

Exploring White Papers: The Visionary White Paper Example

Last week, I discussed the “Testimonial White Paper Example”, as part of my five-part presentation on exploring the different white paper approaches. Just to review, these five approaches are described as:

- The High-Level Educational White Paper Example

- The Ground-Level Educational White Paper Example

- The Competitive White Paper Example

- The Testimonial White Paper Example

- The Visionary White Paper Example

In this fifth and final white paper approach is called “The Visionary White Paper”, (aka the Statement of Direction or SOD). (more…)

Exploring White Papers: The Testimonial White Paper Example

Last week, I discussed the “Competitive White Paper Example”, as part of my five-part presentation exploring the different white paper approaches. Just to review, these five approaches include:

- The High-Level Educational White Paper Example

- The Ground-Level Educational White Paper Example

- The Competitive White Paper Example

- The Testimonial White Paper Example

- The Visionary White Paper Example

In this fourth segment, I’ll discuss the “Testimonial White Paper Example”. (more…)

Exploring White Papers: The Competitive White Paper Example

Last week, I discussed the “Ground-Level Educational White Paper Example”, as part of my five-part presentation on exploring the different white paper approaches. Just to review, these five approaches are described as:

- The High-Level Educational White Paper Example

- The Ground-Level Educational White Paper Example

- The Competitive White Paper Example

- The Testimonial White Paper Example

- The Visionary White Paper Example

In this third segment, I’ll discuss the “Competitive White Paper Example”. (more…)

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