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