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Articles
Feel free to print, publish or pass these on --
but please keep my tagline intact. Thank you!
NEW How
Do White Papers Support Sales and Marketing?
A white paper supports PR, marketing
and sales because it works for all levels of decision makers.
NEW How
It All Works Together
How white papers, bylined articles and case studies combine to make
an unbeatable collateral package.
NEW Your
Marketing Collateral Needs a Checklist
Practice quality control on your marketing collateral with checklists.
How
Bylined Articles Yield Highly Qualified Leads
Over 90% of engineers report that trade magazines are their number
one source for getting information about suppliers.
Profitably
Using White Papers
79% of IT professionals read white papers to learn about new technologies,
73% of them consider white papers very valuable for keeping up-to-date
on the latest trends, and 62% use white papers to get information
on actual implementations.
Cashing
in with the Customer Success Story
Next to white papers, customer success stories or case studies are
the most popular tool in the technical marketer's toolkit. That's
because it's one of the most powerful tools available to your sales
force.
More
Leads with White Papers
New studies on white paper usage show that 62% of IT managers use
white papers to educate themselves on products and implementations,
so an educational white paper is extremely helpful in getting the
vendor on the buyer's short list. IT buyers are also using white
papers quite early in their buying cycles. Vendors who know how
to take advantage of this can influence purchase decisions early
on by educating prospects and guiding them through the decision
process.
Working
Case Studies
Case studies
are a great way to convince prospects to look closely at your company
and its products and services.
Write
a Better Technical Article in Half the Time
Many
people struggle to write a bylined article for a technology or business
magazine. Stop struggling and write a better and faster article.
Getting
CLEAR:
Structuring the White Paper for Maximum Impact
Good white papers are great marketing tools: IT customers
depend on them, journalists like them, and executives actually read
them. An easy way to structure a white paper is CLEAR, which stands
for:
- Clarify the customer's problem
- List your technology's features
- Educate the customer on benefits
- Add proof points
- Restate your case
5
Ways to Leverage Bylined Articles
Technology vendors often contribute bylined articles to trade
journals. The articles are great exposure for these companies but
they don't come cheap - the trades rarely pay for these articles
but the vendors spend time and resources to assign pieces, write
them, approve them and submit them. Your PR agency can help your
clients leverage their investment by wringing top value out of these
articles. Leveraging possibilities include reprints, white papers,
product briefs, booklets, speech outlines and handouts.
Dreading
the Writing Assignment? Use Outlines!
Writing technical articles is a challenge. There you
sit, surrounded by reams of research, notes and interviews. Where
do you start? Remember 5th grade English? You start with
an outline. Trust me, it works.
5
Reasons People Like Technology White Papers
You
look good when your white paper makes sense, when it's readable,
when it concentrates on benefits and examples, and when it's easy
to get. Read on for 5 compelling reasons why these white papers
benefit you by benefiting your customer.
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