On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Developing and recruiting the right board of directors
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
Forget the norm Remember your audience No right or wrong length Avoid over-designing Consistent voice Develop a template Facts not fluff
Vary your authors Executive director or CEO Mid-management Specialists and those in the trenches Consider contributors Vendors Partners Board members
Reduce, reuse, recycle Blog post or series Companion case study Social media platforms Develop additional collateral Website content Brochures Sell sheets Videos
CliffsNotes What: A position or solution Why: Establish credibility and expertise Write for your audience Vary your authors Repurpose your work
Discussion & brainstorming Where to start Get a commitment Set a timeline What’s worked for you?
What is a case study? Share work Highlight successes and results Testimonials Perfect for proposals
Dispense the facts Who’s the client? What was the challenge? What was the solution? What are the results? What does the client say?
Less is more No more than two pages Highlight facts Focus on data and results Avoid jargon and industry specific terms
Reduce, reuse, recycle Blog posts Guest blog Case study library Social media Develop additional collateral Website content Brochures and sell sheets Videos
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
Discussion & brainstorming Evaluate your client list Cover all industries Set a timeline Work your relationships
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 firstname.lastname@example.org @bohlsenpr Cindy Dashnaw senior publicist/chief copywriter email@example.com @cdashnaw Jason Gloye senioraccount executive firstname.lastname@example.org @jgloye