White Papers For Dummies infographic

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The 3 Main Flavors of White Papers Why do people like white papers An effective white paper helps a target reader understand an issue solve a problem or make a decision. Backgrounder Numbered List Problem/ Solution Vanilla Strawberry Chocolate An in-depth look at the features and benefits of a B2B product or service A numbered set of tips points or questions on a topic A new improved solution to a major problem Predictable Light Lively Rich Satisfying 6-10 pages + cover 5-10 pages + cover 6-10 pages + cover Top Challenges Facing B2B Marketers GENERATE LEADS STAND OUT FROM THE CROWD ENGAGE PROSPECTS THE KING OF CONTENT Nothing works better than a white paper to introduce explain or justify a B2B offering. As different as vanilla strawberry and chocolate ice cream Anything new has to be introduced Anything complex has to be explained Anything expensive has to be justified White papers can help any B2B company sell anything relatively: • New • Complex • Expensive Some “experts” say there are 40 different types of white papers But what if there are really only 3 Most agree there are 8 or 10 different types White Papers Type Flavor Definition Qualities Length

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When to Use Each Type of White Paper At the Top of the Funnel Problem/Solution White Paper DESCRIBES A NEW IMPROVED SOLUTION TO A SERIOUS PROBLEM Tip: Always mention the problem in the title so that your white paper shows up in search results. In the Middle of the Funnel Numbered List White Paper PRESENTS A SET OF TIPS QUESTIONS OR POINTS ON SOME ISSUE Tip: You can combine a numbered list with either other type of white paper. At the Bottom of the Funnel Product Backgrounder White Paper EXPLAINS THE TECHNICAL OR BUSINESS BENEFITS OF A CERTAIN B2B OFFERING Tip: You can mention a specific product name in the title. Problem/Solution white papers work best to generate leads and build recognition... and will keep working for a year or more 95 of business buyers search the Web before contacting any vendors Numbered List white papers work best to engage prospects during a complex sale and cast FUD on competitors Fear uncertainty and doubt Product Backgrounder white papers work best to support a technical evaluation or cost/benefit analysis For many more tips and best practices on planning producing and promoting white papers get “White Papers For Dummies” or visit www.ThatWhitePaperGuy.com Also available as an e-book for Kindle Nook Kobo iOS or Android devices.

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The Three Flavors of White Papers QUICK REFERENCE Most white papers fall into one of three flavors: Product Backgrounder Numbered List Problem/Solution You can mix a numbered list with either flavor yielding five flavors to choose from. Do not mix a product backgrounder with a problem/solution or try all three flavors in one. Those mixtures just don’t work very well. Backgrounder Typical Page Count: 6 to 10 pages + cover Numbered List Typical Page Count: 5 to 10 pages + cover Problem/Solution Typical Page Count: 6 to 10 pages + cover NO NO YES YES Cover or Title Page optional Introduction: 1 page Technical Features Benefits: 4 to 8 pages Conclusions About the Company: 1 page Cover or Title Page optional Introduction: ½ to 1 page Numbered Sections: 4 to 9 of whatever length Conclusions About the Company: ½ page optional Cover or Title Page optional Executive Summary: 1 page Business or Technical Problem: 1 to 2 pages Existing Solutions: 1 to 2 pages Better Solution: 1 to 2 pages Case Study: 1 page optional Buyer’s Guide: 1 page Conclusions About the Company: 1 page

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Product Backgrounder Numbered List Problem/Solution DEFINITION A deep dish of features and benefits of a certain product or service A numbered set of tips questions answers or points about an issue A persuasive essay that uses facts and logic to present a new solution to a problem ALSO CALLED Evaluator’s guide product briefing List-based article Top 10 List Special report executive briefing market overview AUDIENCE Prospects at the end of the buying process Anyone interested in that issue Prospects at the start of the buying process APPROACH A hard sell that pitches the technical or business benefits of a product or service A lively roundup of points questions or highlights about an issue A soft sell that educates prospects about an issue and positions your firm as a trusted advisor WHEN TO USE 1. Your firm is a leader that easily attracts many prospects 2. To support a product launch 1. You need quick content for a blog e–newsletter magazine or calendar 2. To spread FUD on your competitors 1. Your firm wants to generate as many leads as possible 2. To build recognition for your company LENGTH 6 to 10 pages + cover 5 to 10 pages + cover 6 to 10 pages + cover TYPICAL SECTIONS • Introduction • Product or service features and benefits • Conclusions call to action • About the Company • Introduction • Between 4 and 9 numbered points • Conclusions call to action • About the Company optional • Executive Summary • Nagging problem • Existing solutions and drawbacks • Recommended solution • Case study optional • Buyer’s guide • Conclusions call to action • About the Company LEAVE OUT Hype marketing-speak Product features hype marketing-speak Product features hype marketing-speak REPURPOSE AS Demo webinar press release launch only Blog post magazine article press release Presentation webinar blog post press release The Three Flavors of White Papers QUICK REFERENCE

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