The White Paper Marketing Handbook

by Bly, Robert W.

• ISBN13: 9780324300826
• ISBN10: 0324300824
• Format: Hardcover
• Copyright: 2006-02-15
• Publisher: South-Western Educational Pub

Summary

This exciting new book is the first to tell marketers across industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales. Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers - and measure the results.

Table of Contents

Acknowledgments	xi
Introduction	xiii
Chapter 1: The "Edu-Marketing" Revolution	1	(22)
Edu-Marketing Versus Traditional Marketing	3	(2)
Why White Papers Work	5	(3)
Reaching Prospects with Both Immediate and Future Needs	8	(1)
Positioning Yourself as the Expert	9	(2)
The Edu-Marketing Mindset	11	(3)
Common Objections to White Papers	14	(1)
Why White Papers Fail...and Succeed	15	(2)
Case Study: International Paper	17	(3)
Bait Pieces	20	(1)
Content as a Marketing Tool	21	(2)
Chapter 2: What Makes for an Effective Bait Piece?	23	(19)
Are Words Necessary?	25	(2)
Creating the Basis Document	27	(4)
List Format	27	(2)
Question and Answer Format	29	(2)
Choosing the Topic for Your Bait Piece	31	(2)
What Makes for an Effective Bait Piece?	33	(5)
Creating Your Content Matrix	38	(4)
Building Your Content Matrix	40	(2)
Chapter 3: Your White Paper Marketing Plan	42	(20)
Step One: Determine Your Target Market	43	(1)
Step Two: Problem Identification	44	(1)
Step Three: Solution Identification	45	(1)
Step Four: Content	46	(1)
Step Five: Media	46	(2)
Step Six: Tactics	48	(1)
Step Seven: Schedule	48	(1)
Step Eight: Budget	49	(1)
Step Nine: Objectives	50	(1)
Step Ten: Measurement	50	(1)
Creating White Papers That Drive Sales	51	(3)
Coming Up with Ideas for Bait Pieces	54	(2)
Marketing to Technical Professionals	56	(3)
Marketing to Executives	59	(3)
Chapter 4: Creating White Paper Content	62	(11)
Assembling Your White Paper Team	63	(3)
Finding the Right Writer for Your White Paper Project	66	(1)
The White Paper Writing Process	67	(3)
The 10-Step White Paper Writing Process	70	(3)
Chapter 5: Writing Your Bait Piece	73	(21)
9 Characteristics of Effective White Papers	76	(2)
The 12 Most Common Technical Writing Mistakes	78	(12)
Writing Compelling Bait Piece Titles	90	(3)
Writing the Case Study	93	(1)
Chapter 6: Graphics and Production	94	(12)
The Ultimate Secret to Successful White Paper Design	98	(2)
The 14 Biggest Graphic Design Mistakes	100	(6)
Chapter 7: White Paper Alternatives	106	(39)
White Papers	106	(1)
Tips and Tip Sheets	107	(1)
Booklets and Pamphlets	107	(1)
Special Reports	108	(1)
Monographs	108	(1)
Resource Guides	109	(1)
Manuals	109	(1)
Audiotapes	109	(3)
Audio Albums	112	(1)
Power Packs	112	(1)
Videotapes	112	(2)
CD-ROMs and DVDs	114	(1)
Newsletters	115	(2)
Software	117	(1)
Seminars	117	(2)
Articles	119	(8)
Books	127	(4)
Teleconferences and Webinars	131	(1)
Content-Rich Web Sites	132	(1)
Blogs	132	(2)
Case Studies	134	(3)
8 Ways to Recycle Case Studies	135	(2)
Tips on Using Testimonials	137	(2)
Brochures	139	(6)
Chapter 8: Using Direct Mail, Ads, and Other Lead-Generating Communications	145	(27)
5 Ways to Design Your White Paper So That Your Prospects Want to Get It 146	33	(115)
Ways to Get More Bait Piece Inquiries from Your Space Ads	148	(4)
Using Direct Mail to Generate Sales Leads	152	(11)
Profits from Postcards	153	(4)
Postcard Decks Are Great for Selling Bait Pieces	157	(1)
Using Direct Mail for Trade Shows	158	(5)
Radio Commercials Can Get Your Phone Ringing Off the Hook	163	(2)
TV Advertising for Lead Generation	165	(2)
Generating Inexpensive Inquiries with Free PR	167	(1)
50 Lead-Generating Tips	168	(4)
Chapter 9: Edu-Marketing Online	172	(16)
Generating Internet Leads with Online Conversion	177	(2)
Planning the Online Conversion Series	179	(3)
Publish Your Own E-Zine	182	(4)
Building Your E-Zine Subscriber List Using "Safe Lists"	186	(2)
Chapter 10: Measuring and Improving Your Results	188	(21)
How They Did It	192	(1)
CASE STUDY: Studebaker-Worthington Leasing's Free Sales Training for Resellers	192	(2)
CASE STUDY: Fortune Magazine and Multiple Premiums	194	(2)
CASE STUDY: Money's Starter Kit	196	(2)
CASE STUDY: Steve McIntyre, The MFA Group	198	(1)
CASE STUDY: Commercial Property Services	199	(2)
CASE STUDY: Hewlett-Packard Oscilloscopes	201	(1)
CASE STUDY: Canon® Workstation	202	(2)
CASE STUDY: Tektronix Free Bright Ideas Book	204	(1)
CASE STUDY: The Million-Dollar Pool Builder	205	(1)
CASE STUDY: Ghostwriting Articles for Trade Journals	205	(4)
Appendices	209	(5)
Appendix A: Resources	209	(2)
Appendix B: Model Documents	211	(3)
Notes	214	(6)
About the Author	220	(2)
Index	222