White Paper Pundit

FEATURED FREE WHITE PAPER OF THE WEEK:

Title: “The Ruby & Rails Ecosystem White Paper”

Publication Date: Fall 2009

Sponsor: InfoEther, Inc.

Author’s Description: The Ruby and Rails Ecosystem is a very large and robust community of companies, entities and individuals. This paper is meant to be an educational introduction for the layman, investor or business executive.

White Paper Pundit Comment: This white paper contains several interesting elements including solution “info sidebars”, humorous quote boxes, and high quality illustrations. The result is a white paper that transforms an otherwise boring topic of software development into something much more interesting.

Download Link URL: http://bit.ly/2fPDvp

Website URL: http://infoether.com/ruby-and-rails-whitepaper

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Welcome to the Friday FREE White Paper List!

This list is a summary of the free white papers that have been posted during the past week on Twitter. Each white paper is completely FREE and does not require email registration or personal information. This is a great way to review white paper examples and learn new techniques from hundreds of white paper marketers. Simply click on the shortened URL link next to the file name and download the white paper.

1. The Five-Step Strategy for Quality and Risk-Managed Life Sciences Translations http://bit.ly/3ByKhv

2. GreenFormat, an Online Tool Providing Structure for Environmental Product Evaluation http://bit.ly/2UQH6G

3. Insulation Energy Savings: Key Issues and Performance Factors http://bit.ly/uDsPe

4. VOIP: Opportunities for the Service Provider http://tinyurl.com/ygqs3dy

5. Exploring New Technology http://bit.ly/1BFyke

6. Cloud Computing: Biz Benefits With Security, Governance & Assurance Perspectives http://bit.ly/4qsq7x

7. Build Products That Don’t Come Back for Customers That Do. http://bit.ly/2AN8wc

8. Create a music platform or sponsor? http://bit.ly/1iqoSE

9. How to start a business? http://bit.ly/3EByii

10. G Corp: A New Generation Business Model http://bit.ly/CcriB

11. Bridge RFID Tag Security: http://is.gd/4FZ8F

12. CLEANING TO REDUCE THE RISK OF THE H1N1 FLU VIRUS & OTHER DISEASE OUTBREAKS http://bit.ly/2QzV93

13. Lining Material for Water Applications http://tinyurl.com/yjrurl7

14. Engagement Marketing: Partnering with your customers for success http://bit.ly/2HWC6z

15. Putting Citizens First: Transforming Online Government http://bit.ly/4rThLm

16. Ten Ways Keyword Management Improves Search Marketing Campaigns http://bit.ly/EI857

17. COMPENSATION STRATEGY AND ECONOMIC CRISES: TIME FOR A RADICAL RETHINK http://bit.ly/3FArL9

18. Wireless Security Past Present and Future http://tinyurl.com/ykf7vxq

19. SharePoint 2010 – Document Management http://bit.ly/4hjgHH

20. Speechwriting in Perspective: A Brief Guide to Effective and Persuasive Communication http://ow.ly/wQeT

21. Transparency: It is about the data – the quality of the data http://bit.ly/1Hn6AJ

22. Data Portability the antidote to data “lock-in” http://bit.ly/3TZ30m

23. The Ruby and Rails Ecosystem http://bit.ly/2fPDvp

24. DEMOGRAPHIC DYNAMICS IN BRAZIL RECENT TRENDS AND PERSPECTIVES http://bit.ly/pxERQ

25. Using ADS for Signal Integrity Optimization http://ow.ly/whkT

26. Cisco White Paper: Scaling the Mobile Internet http://bit.ly/9hwUz

27. Why Millennial Moms are the Most Technology Dependant Population http://bit.ly/2hAnK7

28. Understand the concepts behind short circuit current ratings http://bit.ly/3EqcDJ

29. Google Sidewiki and It’s Implications for Pharma Brands http://bit.ly/2FdGSf

30. Action-Based Branding http://bit.ly/3JKQHb

31. Relationship Marketing 3.0 http://bit.ly/2BzC5z

32. Beware ERP: Expense & Regret Purchasing http://bit.ly/4BU8D1

33. Mathematical Modeling of an Outbreak of Zombie Infection http://ow.ly/xE6z

34. Building a Green Collar Workforce in Chicagoland http://ow.ly/xGNo

The other day, a Twitter follower named “@TechValidate” issued a ReTweet on a blog post that I submitted to the Savvy B2B Marketing website called, “Three Tips to Engage the ‘Short Attention’ White Paper Reader“. The ReTweet message read as follows:

While I certainly appreciate all ReTweets of my blog posts, I’d like to clarify TechValidate’s ReTweet message and what I meant with my original blog post.

First, the expression that I have coined, “Short Attention Marketing” (SAM) refers to the use of visual aids in a white paper that engage time and attention challenged business readers. These elements create an incentive to read larger, more detailed portions of white paper content. SAM applies elements such as summaries, callouts, bullets, graphics, and page layout design to engage time-challenged decision makers who would otherwise pass on reading a ‘text-only’ white paper that had nothing more than left flush paragraphs.

SAM is an alternative to what I see in today’s business market where limited budgets have created an explosion of short white papers, often from two to four pages in length. Due to their limited size, these short white papers are solely focused on the solution and its attributes/benefits. As a result, they contribute to the complaint that most executives have with today’s white papers, namely that they are more akin to overt sales brochures than educationally-oriented white papers.

To fulfill the goal of a true white paper, marketers must dedicate at least six to eight pages to this educational process. A well-written white paper walks the reader through a detailed presentation of a business situation: From industry dynamics, to specific business problems, to how the advocated solution solves those challenges, and the benefits gained from its implementation. To accomplish this, marketers must devote the time and expense associated with producing an adequate number of pages that thoroughly tell this story to a target audience.

So to clarify TechValidate’s ReTweet message, the path to a better white paper isn’t producing shorter content. Instead it is about how to integrate visual elements that create an incentive for today’s short attention decision maker to read larger white papers. By applying SAM principles, white paper marketers can produce larger, more effective, educationally-focused white papers that allow the reader to quickly determine if it will address their business needs and be worth the investment of their valuable and limited reading time.

The principles of Short Attention Marketing (SAM) are addressed in my upcoming book, “Crafting White Paper 2.0: Designing Information for Today’s Time and Attention-Challenged Business Reader, which will be available in November. Details on how to purchase the book, will be available soon on this blog and my monthly newsletter, “Short Attention Marketing Tips“.

In the interim, you can download my white paper on this subject, “Ensuring that Your White Papers Appeal to Busy Executive Readers“.

Thank you for your interest and keep sending me your thoughts and ReTweet messages.

FEATURED FREE WHITE PAPER OF THE WEEK:

Title: “ Enterprise Risk Management: Creating value in a volatile economy”

Publication Date: Summer 2009

Sponsor: Grant Thornton Advisory Services

Author’s Description: In an economic downturn, risk can emerge from both expected and unexpected channels. In order to weather this economic storm, organizations must respond proactively, taking the proper steps to ensure they are assessing, prioritizing and managing all risks – both old and new – in a strategic and consistent way. This white paper addresses the reasons why implementing an enterprise risk management (ERM) program will benefit you in a down economy, as well as help enhance business strategy both now and when conditions improve.

White Paper Pundit Comment: This white paper offers several unique elements that include: headlines presented as questions, simple concept graphics that help to explain complex relationships, attractive illustrations that build reader affinity, and a ‘Next Steps’ section that provides a ‘call-to-action’ for the reader.

Download Link URL: http://bit.ly/1IQLKn

Website URL: http://bit.ly/2CmUyi

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Welcome to the Friday FREE White Paper List!

This list is a summary of the free white papers that have been posted during the past week on Twitter. Each white paper is completely FREE and does not require email registration or personal information. This is a great way to review white paper examples and learn new techniques from hundreds of white paper marketers. Simply click on the shortened URL link next to the file name and download the white paper.

1. Using Java to design high-performance Apps http://tinyurl.com/yfpm2cb

2. ACLS Humanities E-Book XML Conversion Experiment http://bit.ly/112uZM

3. Microsoft White Paper: Business Productivity at Its Best MS Office and MS SharePoint http://bit.ly/24LtmD

4. Hamas in Combat: The Military Performance of the Palestinian Islamic Resistance Movement http://bit.ly/4E2POa

5. LEGAL AUTHORITIES SUPPORTING THE ACTIVITIES OF THE NATIONAL SECURITY AGENCY http://tinyurl.com/ykgb2w6

6. Requiring Software Independence in VVSG 2007 http://tinyurl.com/yzdon54

7. TV 2.0 – The Big Screen PC http://tinyurl.com/yzpq6wc

8. Alternative Sources of Human Pluripotent Stem Cells http://bit.ly/2e8bt9

9. OpenGL Accelerated Effects and Graphics in Boris FX Products: http://bit.ly/1ZBCw2

10. Broadcasters Live Production Control System http://tinyurl.com/ygavsbn

11. Microsoft White Paper: Application Virtualization 4.5 for Terminal Services http://bit.ly/Vr9q8

12. Sun/Intel White Paper: The Solaris OS and Intel Nehalem-EX http://bit.ly/b4ux

13. Examining Your Office Space to Improve the Bottom Line http://bit.ly/2GTxYR

14. Market Factors Create an Opportunity Blend & Extend http://bit.ly/4wwdKr

15. How to choose a SMS Provider http://bit.ly/1rPXnp

16. The Online Purchasing Process – How To Engage Your Potential Customers http://bit.ly/1CFTkP

17. IFRS is on the horizon— are your systems ready? http://bit.ly/1PBFMi

18. Exploring A New Role For Federal Government In Higher Education http://bit.ly/Vxjla

19. Accenture White Paper: The Billion-Dollar Challenge: Monetizing the Digital Opportunity http://bit.ly/1s0WDL

20. The IT Complexity Crisis: Danger and Opportunity http://bit.ly/3O3GMp

21. Why does a Real Estate Company need a Technology Plan? http://bit.ly/3tlAmg

22. Ocean Energy Technologies & Components http://bit.ly/1ZaKE3

23. Net-Settled Stock Option Exercises http://bit.ly/wRZOh

24. CANON’S FULL-FRAME CMOS SENSORS http://bit.ly/nyPM

25. Configuring fonts in FOP and the DITA Open Toolkit http://bit.ly/1D1rcS

26. Background Screening in Today’s Economy http://bit.ly/34zD4F

27. Best Practices Screening Guide for Financial Institutions http://bit.ly/2X8sEI

28. AMC Managed and Standalone Organizations – A Sibling Study http://bit.ly/MeOvy

29. First Do No Harm: America’s Health Choices Act of 2009 and Its Impact on Iowa http://tinyurl.com/yk2xf3f

30. Has the recession create d an IT skills gap? http://www.tinyurls.co.uk/H109

31. The Coming Revolution in Web Analytics http://bit.ly/3PqCjg

32. Catching the Unicorn: A technical exploration of why NAC is failing http://bit.ly/11XgVK

33. How ACS EPC Saves Govt. Money and Get Benefits to Prog. Rec. Faster http://tinyurl.com/yzc9k7l

34. Enterprise risk management: Creating value in a volatile economy http://bit.ly/1IQLKn

35. Four Steps to Online Media Success http://bit.ly/mHxRJ

36. Succession Management – What’s Missing? http://bit.ly/XVV

37. McAfee White Paper: Digital Window Shopping: The Long Journey to “Buy” http://bit.ly/1i0GX6

38. Taking Advantage of Advances in FPGA Floating-Point IP Cores http://ow.ly/uG6j

39. Using LEDs as Light-Level Sensors & Emitters http://bit.ly/2M05op

40. Advanced Storage Battery Market: From Hybrid/Electric Vehicles to Cell Phones http://bit.ly/41tRVm

41. Invasive Species Definition Clarification and Guidance White http://bit.ly/1YHJqL

42.White Paper: ATTACKING MAGSTRIPE GIFT CARDS http://bit.ly/2tyi2r

43. Applying Change Mgmt. Theory for the Success of IT Transformational Projects: http://bit.ly/DjEgP

44. Boundary Spanning Leadership: Mission Critical Perspectives from the Executive Suite http://ow.ly/vY8B

45. Cisco White Paper: Data Leakage Worldwide: Common Risks and Mistakes Employees Make http://bit.ly/3BkQmR

46. Long Term Evolution (LTE): Overview of LTE Air-Interface http://tinyurl.com/yfmuxg4

Two frequently asked questions that many businesses ask when integrating white papers into their marketing plans are, “Where do I start?“, and “What do I write about first?“

Businesses that have previously used white papers have an advantage over competitors that have by starting with a clean slate and implementing a well-constructed, multi-faceted plan. It’s similar to the concept of building a house using a blueprint as opposed to going with your gut feeling about what looks good. By approaching the use of white papers as a formal marketing strategy, businesses can provide a much richer and powerful solution story to their customers that yields longer lasting returns.

To better understand this strategy, I’ve included this overview graphic as a guide:

There are three types of white papers that when taken together, form a highly effective corporate white paper strategy:

Phase 1 – High-Level, Strategic Vision White Papers – High-level, strategic vision white papers are typically the first ones out the door as part of a corporate white paper strategy. These white papers help readers understand the corporate sponsor, their unique differentiation, and whether it makes sense to include the solution provider as part of current/future decision making. Only one or two strategic vision white papers are produced during the course of a strategic planning term (usually a year), since there can only be one vision message for the entire enterprise. I’ve used the example of Microsoft’s new Search Engine strategy, Bing. The strategic vision paper would introduce Bing, and educate readers to what it is, and what makes it unique in the search marketplace.

Phase 2 – Mid-Level, Solution-Oriented White Papers – Mid-level, solution-oriented white papers reinforce the high-level strategic vision by providing examples of how that vision can be implemented within the context of a specific solution category. Such white papers can be released on a quarterly basis after the initial strategic papers, and can address key solution markets targeted by the solution provider. In our example, a solution-oriented white paper would present how Bing could be used within the Healthcare or other vertical industries. Typically, mid-level white papers are distributed on a quarterly basis, depending on the vertical markets targeted as part of the sales/marketing strategy.

Phase 3 – Base-Level, Tactical White Papers – Tactical white papers address specific topics that arise from the field. These can include customer requests (where does the corporate stand on a specific issue), a competitive position, or a solution comparison. In keeping with our Bing example, a tactical white paper would provide a comparison between Bing and Google on the issue of customized, user-specified searches. Tactical white papers are produced on a ‘as-needed’ basis, when tactical issues arise within the customer base, social media topics, or industry-specific news media.

A formal white paper strategy provides a road map that prospective customers can follow over time. It ensures the timely delivery of consistent solution messages at different levels, that reinforce corporate thought leadership within the marketplace.

FEATURED FREE WHITE PAPER OF THE WEEK:

Title: “ The New Step by Step Approach to Client Screening”

Publication Date: August 2008

Sponsor: Dow Jones Watchlist

Author’s Description: This white paper examines how today’s anti-money laundering and compliance officers, and industry vendors must embrace a “one step at a time” philosophy as a practical solution to
the gigantic challenges posed by commercial watch list screening. (Part 1 of 2 ).

White Paper Pundit Comment: While I’m not a big fan of landscape oriented white papers, this one does a very good job of taking a complex financial topic and making it easier to read. The attractive visual elements, illustrations, stock photos and overall design helps the reader better assimilate key issues.

Download Link URL: http://bit.ly/Yx4

Website URL: http://bit.ly/1z7u8V

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Welcome to the Friday FREE White Paper List!

This list is a summary of the free white papers that have been posted during the past week on Twitter. Each white paper is completely FREE and does not require email registration or personal information. This is a great way to review white paper examples and learn new techniques from hundreds of white paper marketers. Simply click on the shortened URL link next to the file name and download the white paper.

1. To Blog, or Not to Blog? http://bit.ly/4Bq1ve

2. Practical RF Amplifier Design http://digg.com/u1EJG6

3. Electronic Forms – The Nugget Of Hope! http://ow.ly/ulCo

4. Brand Awareness, It’s All a Twitter http://ow.ly/undd

5. SAS and FC Compared http://bit.ly/1cSqrn

6. Snapshots and Data Protection http://bit.ly/3gDdlw

7. Nonprofit Social Media Primer http://bit.ly/29vv1M

8. Symantec White Paper: Targeted Attacks: Pattern, Attack Vectors, and Mitigation Strategies http://bit.ly/n6OAE

9. Microsite Analytics agency measurement and reporting http://bit.ly/3t9mO5

10. How some LinkedIn members are using this social media channel http://bit.ly/10SEi6

11. IBM White Paper: WebSphere with a side of SPNEGO http://bit.ly/1ZgXMb

12. Who Are You Talking To? Effective Communication Begins With Customer Research http://bit.ly/kLH77

13. Preparing your Contact Center for H1N1 and Other Disasters http://bit.ly/nEGlO

14. Understanding Short Attention Marketing http://bit.ly/ft0Gy

15. The New 3G 1080p Production Standard http://bit.ly/hoAuN

16. HP White Paper: HP-UX IPSec vA.03.00 Performance and Sizing http://bit.ly/1Jwnjt

17. Transforming HealthCare through Strong Authentication http://alturl.com/mzey

18. OmniFocus GTD and You http://bit.ly/g7bG2

19. Dow Jones White Paper: The New Step by Step Approach to Client Screening (Parts 1 & 2) http://bit.ly/Yx4

20. Writing Holiday Donation Emails http://tr.im/yFVm

21. Backup and Restore for Sun Oracle Exadata and Sun Oracle Database Machine http://is.gd/4fxa3

22. Social Media 3.0 and the Future of Viral Marketing http://ow.ly/tWZm

23. Market structure is causing the IPO crisis http://bit.ly/QE03r

24. Wal-Mart: The Ultimate Lever for Major Corporate Change http://ping.fm/SGqdb

25. Strategy for a European Data Infrastructure http://bit.ly/23rt9L

26. SunGuard White Paper: Cyber Security for State Governments http://ow.ly/uCQQ

27. Google White Paper: How SaaS is impacting the IT landscape http://tinyurl.com/googleWP

28. Back to Basics: Stay Strong in Commercial Real Estate http://bit.ly/1lrH2N

Do you remember the early days of the Internet when having a website was the hot trend for a business? At that time, the general feeling was that everyone had to have a website. But in the haste to throw something together and establish an online presence, the result was a literal ‘hodge-podge’ of unorganized and navigationally challenging information. In some cases having one of these early websites often resulted in a less-than-favorable impression on the company and/or brand than was originally intended.

Today we can see the same trend with white papers. Whether you’re in agriculture or zone planning, every business now feels that they must have a white paper. But just like their predecessors, many are willing to throw together anything just to tell their customer that yes, they too have a white paper! This is what I refer to as having a “Me Too” white paper strategy.

If you’ve spend any considerable amount time with Social Media such as Twitter, you’ve probably seen countless examples of these ‘me too’ white papers. In fact, just other day I fielded a request from a prospective customer to produce a two-page white paper. In an attempt to save cost, this person felt it was more important to have any white paper on their website, rather than understanding the purpose of the white paper medium and the attributes needed for success.

What’s the downside of implementing a “me too” white paper strategy?

1. A Weak Competitive Position – ‘Me too’ white papers are typically produced in response to a competitive announcement or a customer request. These white papers are rushed to market and address short-term tactical issues rather than strategic ones. The white papers that do the best job in promoting a corporate brand are ones that articulate exceptional thought leadership positions within their business sector. Because these white papers are read and forwarded by a larger business audience they enjoy greater effectiveness and longevity than ‘me too’ white papers that only last a fraction of the time due to their limited, tactical focus.

2. An Overt Sales Orientation – One of the biggest complaints that business executive express with white papers is their overt sales orientation. This occurs when a white paper devotes a greater portion of their content to ‘selling’ readers on the attributes of a product rather than providing education to common business problems and the business benefits associated with solutions that can solve them. Since ‘me too’ white papers are typically focused on short-term tactics, the limited amount of time devoted to production yields an equally limited number of pages, such as the two-page request mentioned previously. Such ‘me too’ white papers only be devoted to a product/sales orientation that ultimately leads to greater reader dissatisfaction and a shorter shelf life.

3. A Fragmented and Confusing Marketing Strategy - Once you produce a two-page, ‘me-too’ white paper, you establish it as a model for your official white paper standard. If you need a lengthier document down the road to establish thought leadership or a technical position what will you call it? You can’t call it a white paper since you’ve already established your white paper standard as a two page document? If you also call the longer document a white paper, you create greater reader confusion. White papers, technical primers, solution guides, case studies, and any other pieces of formal business communications must be part of an overall marketing strategy that should be followed with strict adherence. ‘Me too’ white papers that are produced for a short-term function disrupt a formal document plan and create a more fragmented marketing communication strategy.

While you may feel that you have to respond to an imminent competitive threat, the decision to produce a white paper should not be executed in a knee-jerk fashion. Instead, careful consideration should be made to use the white paper medium in a way that will generate a sustainable leadership position for your solution, brand, or organization. The time and attention that you devote to your white paper plan will pay for itself many times more than responding with a series of ‘me-too’ white papers.

FEATURED FREE WHITE PAPER OF THE WEEK:

Title: “ What’s the Real Cost of a 44-Cent Stamp”

Publication Date: May 2009

Sponsor: Zumbox, Inc.

Author’s Description: This white paper teaches business readers about the environmental
effects and costs associated with traditional mail delivery.

White Paper Pundit Comment: This white paper presents a clean design along with a good use of colored titles and headers. It also incorporates an interesting use of the corporate logo that are embedded within the sidebar callouts. Finally, I like their creative use of web page screenshots within the final page, “About Zumbox”. Check it out.

Download Link URL: http://bit.ly/12VKms

Website URL: https://static.zumbox.com/mk_about_perspective.html

_________________________________________________________

Welcome to the Friday FREE White Paper List!

This list is a summary of the free white papers that have been posted during the past week on Twitter. Each white paper is completely FREE and does not require email registration or personal information. This is a great way to review white paper examples and learn new techniques from hundreds of white paper marketers. Just click on the shortened URL link next to the file name and download the white paper.

1. The Promises and Perils of Proton Radiotherapy http://bit.ly/1jouhc

2. A Method of Identifying Web Applications http://bit.ly/OCuht

3. How Wonderware Software Helps with NERC Critical Infrastructure Protection Standards http://bit.ly/2lRwvM

4. Lifestream http://bit.ly/fashM

5. WHAT TO DO WHEN YOU RECEIVE A NEGATIVE REVIEW http://bit.ly/1jGtL9

6. Fire Modeling For Nuclear Power Facilities http://bit.ly/4pPxxz

7. Improving Sales Productivity: What We All Know but Rarely Do http://bit.ly/1vPC42

8. Professionals and Web 2.0. http://tiny.cc/KbM2s

9. Oracle White Paper: Real Applications Clusters in Oracle VM Environments http://bit.ly/KbmcU

10. LAWYERS AND LINKEDIN – WHY YOU SHOULD BE ON THE SITE http://bit.ly/154lRH

11. Redefining Government Communications With QR-Codes http://bit.ly/Mx2tB

12. The glittering allure of the mobile society http://bit.ly/210Rqw

13. Social Media in Business http://bit.ly/7UQ3m

14. SIP, RTP, and XMPP in the Emerging Real-Time Internet http://bit.ly/NYTwD

15. Meeting the Content Tsunami Head On: Leveraging Classification for Compliant Info Mgmt http://bit.ly/tB5Nn

16. Six Online Community Vendors for Associations: An Analysis http://bit.ly/3LdNCC

17. IDC White Paper: Force.com Cloud Platform Drives Huge Time to Market Cost Savings http://ow.ly/sN3T

18. eModeration: Interaction and brand management http://bit.ly/vINIt

19. Dealer Marketing Strategies: A White Paper for Auto Dealers http://bit.ly/3IkOA5

20. The Seven Deadly Myths of Software Security http://bit.ly/SeqxJ

21. Writing a Request for Proposals for an E-learning Solution http://bit.ly/1AgfMz

22. Professional Employer Outsourcing Primer: A Cost Comparison to Traditional HR Depts. http://bit.ly/5BgrU

23. How to Grab the Attention of ‘Short Attention’ Business Executives http://bit.ly/ft0Gy

24. How Do You Put “Smart” into the Smart Grid? http://bit.ly/3UHbjS

25. Moms Redefine Needs as Recovery Looms http://bit.ly/3GeovF

26. What’s the Real Cost of a 44-Cent Stamp? http://bit.ly/12VKms

27. What Would Google Do To The Exhibition Industry? http://ow.ly/sJMS

28. Fishbowl Advanced Inventory Control http://bit.ly/udV3L

29. Business Performance Metrics: A Primer for Small Business Owners http://bit.ly/OnfNE

During a recession it’s natural for any business to review their existing costs and new find ways to reuse existing resources in an effort to lower those costs. But companies need to weigh cost savings with marketing effectiveness. Repurposing may be a good strategy for recycling waste products, but it isn’t very effective with a white paper marketing program. When it comes to recycling marketing materials, the use of white paper templates is one alternative that many companies often consider.

Templates are application files that can be purchases on the open market when a business doesn’t have the internal resources to create them from scratch. Today you’ll find template files for web pages, brochures, annual reports, case studies, business plans, proposals, and yes…white papers.

Of course the use of a colorful white paper template is better for your business than creating one based on a plain, black and white default word processing page. But the regular use of standard templates for your white paper has other negative repercussions that white paper marketers should consider:

1. A Lack of Individuality – The white paper template that you purchase has probably been used by hundreds if not thousands of other businesses. Customers that see two different companies using the same template results in a lower perception of both. As a result, many of these customers perceive that if the template has been borrowed, could the white paper content also be borrowed as well? What would the impact of such a perception be on your organization and brand?

2. Greater Market Confusion – Some templates are designed for specific industries. For example, Microsoft supplies brochure templates as part of their Microsoft Office template library. Real estate is one example. If you’re in a different industry, and you use a real estate template, what will your customer think? The negative impression on your business would quickly erode any cost savings if a customer see your template used for a real estate brochure or document.

3. Topic Repetition – If a company uses the same template over and over again for several internal white paper topics, creates greater customer confusion. Since we often look at a cover design and associate a topic with that design, seeing the same template used for several different topics, tends to confuse the frequent reader. Since most of us have a ‘short attention’ span, we judge documents (especially white papers) based on their cover. If we see one cover design used with an entirely different topic, we tend to think that we’ve already read that white paper. If you use the same template over and over again, your customer may be passing on newly published papers, and as a result, you may be missing out on new marketing leads.

Here are several alternative suggestions that will help you avoid the ‘template mentality’:

1. Treat Design on Par with Content – The investment in a high quality, unique design will pay for itself many times over with new business leads. Customer will notice your design allowing you to distinguish your white papers from those of your competition. Think about it. When you are handed an plain, text white paper and one that includes a professional design, which one did you choose to read first?

2. Tailor Your White Paper Design to Fit Your Industry – Some industries are more conservative than others. The legal, financial, and medical industries are great examples. To appeal to this segment, choose a design that compliments that target industry. For example you can design a white paper for the medical industry that emphasizes a greater portion of white space, but includes a professional border design, colors, and imagery that appeals to that industry. The same holds true for legal, financial, pharmaceutical, or other professional industries. Enclosed below are three different white paper designs: Food Services, Real Estate, and Enterprise Software. Each one has unique industry focus, yet all maintain a professional white paper ‘look and feel’ that engages the reader from the start.

3. Leverage Clip Art to Engage Your Reader – White paper graphics are more than simple business charts. Photographic clip art enhances reader affinity and makes a stronger connection between the marketer and the reader. If your white paper targets enterprise business readers choose images that feature corporate executives. Use the same strategy for a small business white paper or a vertical industry paper. For example, the white paper page below discusses the topic of transportation emergency preparedness and uses clip art to further engage the reader with the solution-oriented content:

4. Iconize your White Paper Library - Rather than listing your white papers in a simple text format, create small hyperlinked icons of your white paper cover so that your reader can visually distinguish one from another. By executing simple changes such as changing the color, image, or border design, you will eliminate the potential for topic confusion. To see an example of this strategy, please visit my case studies samples page.

By incorporating custom designs with your white paper rather than using industry standard templates, you will clearly differentiate your white papers from your competition, further engage your reader, and create the best environment for subsequent ‘call to action’ that results in stronger lead generation.

After all, when was the last time you felt truly ‘engaged’ after reading a white paper that used a garden-variety template?

Every once in a while information crosses your desk that makes you stand up, take notice, and marvel at the capacity of the human imagination.

The first time I encountered one of these examples of human brilliance was when someone had translated the Bible into Klingon. I have to say, combining religious practice with Start Trek fervency is a unique and amazing feat. But nonetheless, it exists (even though it could be simply gibberish). Strange but true.

The second time I encountered such information creativity was when a scientist calculated the validity of Santa’s flight for Christmas Eve. My favorite portion of this research is the following paragraph:

“For 353,000 tons traveling at 650 miles per second through the earth’s atmosphere creates enormous air resistance. The reindeer will start to glow like a spacecraft or a meteor entering the earth’s atmosphere. But they will not glow for long, for within fractions of a second they will burst into flame with a tremendous sonic boom, exposing the pair behind them, who in turn will vaporize in a flash, exposing the next pair in line – and within .00426 of a second the whole team, the sleigh, and Santa too will have vanished in a tremendous flash and bang from contact with the earth’s atmosphere.”

Yes, this is also strange but true.

Now as they say, the third time is the charm. I ran into this white paper last week as part of my regular perusal of white papers posted on Twitter as part of my weekly Friday FREE White Paper List. It’s called, “A Unified Theory of Superman’s Powers“. Yes, once again, it demonstrates an example of human ingenuity that is “strange but true”.

I have to hand it to this author. For someone to devote the amount of time, attention, and work it took to create this white paper clearly deserves our attention. I don’t know if this white paper is a supreme joke, or on the same level as the afore mentioned Klingon theologian, who really believes this stuff. In either case it makes for an entertaining read.

I especially like the graphic diagrams, such as this one describing the physics involved with Superman picking up a building:

So what can we learn from this white paper example? Here are a few things that come to mind:

1. People have become very comfortable with the white paper medium.

2. When you have a unique, creative thought, write a white paper.

3. White papers can be used to explain just about any concept in detail, no matter how bizarre.

What’s next? I’m waiting for the white paper on the validity of the Start Trek transporter room. The graphic diagrams on that paper should be pretty cool!

FEATURED FREE WHITE PAPER OF THE WEEK:

Title: “Transforming Sampling into Shopper Marketing:

Walmart’s “Bright Ideas” Event Program”

Publication Date: October 2009

Sponsor: In-Store Marketing Institute/Shopper Marketing Magazine

Author’s Description: This white paper describes how the world’s largest retailer (Walmart) is hosting in-store events that present a “next generation” model for sampling and demonstrations.

White Paper Pundit Comment: Finally, someone gets it! This white paper rocks! It’s a great example of a “White Paper 2.0″ strategy specifically designed to grab reader attention. It uses a succinct executive summary on the cover. It leverages engaging photos, graphics, and chart to deliver key business messages. It has a built-in case study. It uses shaded text boxes very effectively. Hats off to the In-Store Marketing Institute. Job well done!

Download Link URL: http://tinyurl.com/y9bfksc

Website URL: http://www.shoppermarketingmag.com/

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Welcome to the Friday FREE White Paper List!

This list is a summary of the free white papers that have been posted during the past week on Twitter. Each white paper is completely FREE and does not require email registration or personal information. This is a great way to review white paper examples and learn new techniques from hundreds of white paper marketers. Just click on the shortened URL link next to the file name and download the white paper.

1. Beyond Words …Engaging Consumers in Changing Health Behaviors http://ow.ly/s9Ca

2. Database Sharding http://bit.ly/bBhKH

3. Transforming Sampling into Shopper Marketing: Walmart’s “Bright Ideas” Event Program http://tinyurl.com/y9bfksc

4. A Unified theory of Superman’s Powers http://bit.ly/7B18b

5. Social CRM: Building and Extending Customer Loyalty in a Competitive World http://bit.ly/17CA4N

6. Achieving the Full Potential of the Internet Economy in Japan http://bit.ly/16rUKM

7. Top 4 Ways to Get Closer to Your Training Consumers http://bit.ly/2XEJuN

8. Usability of Rich Internet Applications and Web-Based Tools http://bit.ly/28XPXR

9. Understanding Internal Control and Internal Control Services http://bit.ly/16Pow2

10. The Introverted Leader http://bit.ly/37mS2q

11. Sun White Paper: Introduction to Cloud Computing Architecture http://bit.ly/1b9v1N

12. Enterasys Network Connectivity with Visibility and Control http://bit.ly/199nc7

13. MLS Platforms America’s MLS Platform Vendors & Market Distribution http://bit.ly/whIOB

14. How to Boost Business Revenues with Learning 2.0 Portals http://bit.ly/twnwX

15. The Spending Power of Women http://bit.ly/PoYe

16. Keys to Becoming the Leader You Want to Be http://bit.ly/vdAg7

17. Apple White Paper: Apple Classrooms of Tomorrow – Today – Learning in the 21st Century http://bit.ly/12h9bE

18. Hedge Funds One Year Post-Lehman: http://scribd.com/doc/20387812

19. EMC Ionix From Physical to Virtual to Cloud Next Generation IT Management http://tr.im/ylFF

20. Solaris OS and Intel Nehalem-EX http://bit.ly/isWzM

21. Maximize the Mobile Web Opportunity: Ensuring Quality Experiences w/ Mobile Performance Monitoring http://bit.ly/4zPj8

22. Keep Calm and Carry on Marketing http://bit.ly/1gITMf

23. Cisco White Paper: Fibre Channel over Ethernet Initialization Protocol http://bit.ly/nnhnX

24. DNSSEC – A Way Forward for TLD Registries http://bit.ly/X8HCk

25. How To Increase Sales http://tinyurl.com/yctulle

26. Virtual Meeting Attendance: Not Present, But Still Here http://bit.ly/L3ExV/

27. Windows Marketplace for Mobile Anti-Piracy Model http://bit.ly/16a6Kj