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Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
Don't just tell, compell
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Don't just tell, compell

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  • Cindy
  • Jason-use hierarchy example-Why isn’t it a a blog
  • Jason
  • Jason
  • JasonSEO
  • Cindy Don’t forget boiler plate is next;)
  • Cindy
  • Jason, example is next
  • Jason
  • Cindy
  • Jason-It’s ok to brag
  • Cindy
  • Cindy
  • Transcript

    1. Don’t just tell, compel<br />Multi-purposing white papers & case studies effectively<br />
    2. Agenda<br />What is a white paper?<br />Write what works<br />Vary your authors<br />Reduce, reuse, recycle<br />What is a case study?<br />Dispense the facts<br />Less is more<br />Reduce, reuse, recycle<br />
    3. What is a white paper?<br />Advocate a position or solution<br /><ul><li>Authoritative
    4. Informative
    5. Educational
    6. Decision drivers
    7. Make it universal </li></li></ul><li>Sample titles<br /><ul><li>The case for volunteers
    8. Stewarding and retaining donors
    9. 10 steps to an effective capital campaign
    10. Developing and recruiting the right board of directors</li></li></ul><li>
    11. Why do we use white papers?<br />Establish expertise and credibility <br />Discussa product or service<br />Reposition products/services<br />Tell a story<br />Create transparency <br />Drive website visitors<br />Driveengagement<br />
    12. Forget the norm<br />Remember your audience<br />No right or wrong length<br />Avoid over-designing<br />Consistent voice<br />Develop a template<br />Facts not fluff<br />
    13. Vary your authors<br />Executive director or CEO<br />Mid-management<br />Specialists and those in the trenches<br />Consider contributors<br />Vendors<br />Partners<br />Board members<br />
    14. Reduce, reuse, recycle<br />Blog post or series<br />Companion case study<br />Social media platforms<br />Develop additional collateral<br />Website content<br />Brochures<br />Sell sheets<br />Videos<br />
    15. CliffsNotes<br />What: A position or solution <br />Why: Establish credibility and expertise <br />Write for your audience<br />Vary your authors<br />Repurpose your work<br />
    16. Discussion & brainstorming<br />Where to start<br />Get a commitment<br />Set a timeline<br />What’s worked for you?<br />
    17. What is a case study?<br />Share work<br />Highlight successes and results<br />Testimonials<br />Perfect for proposals<br />
    18. Dispense the facts<br />Who’s the client?<br />What was the challenge?<br />What was the solution?<br />What are the results?<br />What does the client say?<br />
    19. Less is more<br />No more than two pages<br />Highlight facts<br />Focus on data and results<br />Avoid jargon and industry specific terms<br />
    20. Reduce, reuse, recycle<br />Blog posts<br />Guest blog<br />Case study library<br />Social media<br />Develop additional collateral<br />Website content<br />Brochures and sell sheets<br />Videos<br />
    21. CliffsNotes<br />What: Examples of the work you’ve done<br />Why: Share success and results<br />Keep it a simple snapshot<br />Don’t forget the data<br />Repurpose your work<br />
    22. Discussion & brainstorming<br />Evaluate your client list<br />Cover all industries<br />Set a timeline<br />Work your relationships<br />
    23. We’ll make your white papers our case study<br />Like what we’re saying but don’t know where to start?<br />Let us audit you (in the best way possible).<br />Mention this conference for acomplimentary half-hour consult. <br />Vicki Bohlsen<br />president<br />vbohlsen@bohlsenpr.com<br />@bohlsenpr<br />Cindy Dashnaw<br />senior publicist/chief copywriter<br />cdashnaw@bohlsenpr.com<br />@cdashnaw<br />Jason Gloye<br />senioraccount executive<br />jgloye@bohlsenpr.com<br />@jgloye<br />

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