The white paper marketing handbook : how to generate more leads and sales by offering your customers free white papers, special reports, booklets, and CDs

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Cover image for The white paper marketing handbook : how to generate more leads and sales by offering your customers free white papers, special reports, booklets, and CDs

Title:

Personal Author:

Bly, Robert W.

Publication Information:

Mason, OH : Thomson, 2005

ISBN:

9780324300826

Subject Term:

Communication in marketing

Market segmentation

Advertising

Selling

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010134546	HF5415.123 B595 2005	Open Access Book	Book	Searching... Unknown

Discover how white papers can create interest, generate leads, build relationships and drive sales. THE WHITE PAPER MARKETING HANDBOOK is the first of its kind, and offers the inside information from top companies on how to create effective white papers using a variety of media. Practical and loaded with illustrations from industry giants like IBM and Home Depot, THE WHITE PAPER MARKETING HANDBOOK also shows you how white papers fit into successful Integrated Marketing Communications efforts. Get on the cutting-edge of marketing using white papers with THE WHITE PAPER MARKETING HANDBOOK.

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

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Table of Contents