I’m very pleased to have my white paper chosen as the winner of the 2011 Apex Marketing and PR Publications Award. I have written several Verizon white papers for my client Pivot Communications (who is terrific to work with by the way). The winning white paper is
Read more →So there you have it—a nicely-written, neatly-formatted, white paper. You learned how to choose a topic and create an outline in part one, how to research and write the content in part two, and how to dress it up with graphs, quotes, and images in part three.
Read more →We’re now half way through the white paper creation process. In part one, you defined your purpose and determined your topic. In part two, you got down to business, starting with the outline and then putting the meat on the bones. Now you have a fully
Read more →In Part One, we talked about planning for your white paper. You need to understand your purpose. White papers require a fair amount of effort, so you should be clear on what you expect to achieve. You also need a well-defined topic. Did you do your homework
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Welcome to part one of the “bake a white paper from scratch” series. Here you sit, ready to start your new white paper. You might be a product manager who needs supporting collateral for sales, a marketing team member who’s been given the assignment, or perhaps you
Read more →If you were to ask me which marketing content product I’ve been asked to create most often, it’s hands-down the white paper. One white paper can serve many purposes and plays a very important role in the sales cycle process. However, there can be a bit of
Read more →Is it just me or is most marketing content for B2B pretty dry? So much of our content says, “This is our software. It enables you to do this, so that you can do that.” I’ve been thinking about the “dry and boring” problem for a long
Read more →Last Tuesday was the second week of my five week class on Writing White Papers at the local community college. These adult students are working toward a certification in Technical Communication and come from a variety of backgrounds. After three hours of fully explaining what a white
Read more →I saw a blurb on the news this morning about a mortgage banker wearing a sandwich board sign that said, “Hire me!” He was standing on a NYC street corner wearing a suit and tie holding an envelope of resumes. Certainly proactive and I suppose it is more
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