6 steps to WHITE PAPERS your audience will LOVE 
…and move them to action
What is a White Paper? 
Gordon Graham …he wrote ‘White Papers for Dummies’ and 200+ WPs 
A document containing narrative t...
Why are so many so boring?
Not relevant Not engaging No new insights Disguised self-promotion 
1. Because the content sucks 
…great content is king. ...
Lacks passion 
2. Because the content… 
…sound familiar?
No time to read, so they 
•skim 
•scan 
•skip 
Your audience is time poor 
…help them. Don’t put up hurdles
3 seconds to grab attention 
30 seconds to fully engage 
3 minutes to tell your story 
1. Grab them: the 3-30-3 rule 
…you...
3 an arresting 
headline 
30 an intro that grabs them 
3 a relevant story 
3-30-3: what they need 
…grab them quickly & ke...
Short paragraphs with lots of gaps 
Strong headings & subheads 
Strong quotes in call-outs 
Key paragraphs highlighted 
Gr...
3. Stick to the facts 
White Papers must: inform educate illuminate 
…and not promote (you or anyone else)
White Papers must be: 
•well researched 
•well referenced 
•well focused 
•objective 
4. Follow the rules 
…or they’ll hav...
Speak to them in THEIR language 
Write from THEIR perspective 
Focus on problems that keep THEM awake at night 
5. Focus o...
Effective White Papers have 
•Pace, direction & purpose 
•Strong start, middle & end 
•The power to engage & entertain 
6....
7. Be fearless 
Show passion 
Provoke them 
Ask the tough questions 
Take a stand or opposing view 
Ooops! 2 more… 
IT SEC...
8. Target them 
Segment your database & tweak content to: 
•Vertical or niche 
•Buyer personas 
•Where buyers consume 
•Wh...
YES. Following these 6+2 steps, clients have increased White Paper downloads by 700% …and increased lead quality & quantit...
Call us 
(02) 9909 0246 
info@technoledge.com.au 
Check us out 
www.technoledge.com.au 
Follow us 
Learn more
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6 Steps to White Papers Your Audience Will Love

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Updated Sep 2014. Find out how to write compelling papers that technology buyers will read, keep and share - and move them to action. Contact us at http://www.technoledge.com.au for examples.

Published in: Marketing, Education, Business
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6 Steps to White Papers Your Audience Will Love

  1. 1. 6 steps to WHITE PAPERS your audience will LOVE …and move them to action
  2. 2. What is a White Paper? Gordon Graham …he wrote ‘White Papers for Dummies’ and 200+ WPs A document containing narrative text 5-6 pages long in portrait format Has an introduction or executive summary Educational, practical and useful - not a sales pitch Provides facts - not opinion
  3. 3. Why are so many so boring?
  4. 4. Not relevant Not engaging No new insights Disguised self-promotion 1. Because the content sucks …great content is king. Crummy content is the joker
  5. 5. Lacks passion 2. Because the content… …sound familiar?
  6. 6. No time to read, so they •skim •scan •skip Your audience is time poor …help them. Don’t put up hurdles
  7. 7. 3 seconds to grab attention 30 seconds to fully engage 3 minutes to tell your story 1. Grab them: the 3-30-3 rule …you’ve no time to waste
  8. 8. 3 an arresting headline 30 an intro that grabs them 3 a relevant story 3-30-3: what they need …grab them quickly & keep hold CYBER SECURITY How deluded are you?
  9. 9. Short paragraphs with lots of gaps Strong headings & subheads Strong quotes in call-outs Key paragraphs highlighted Graphics, charts & images 2. Use the right formats 86% of victims had evidence of breach 96% of breaches were avoidable Verizon Business, Data Breach Investigation Report 2013
  10. 10. 3. Stick to the facts White Papers must: inform educate illuminate …and not promote (you or anyone else)
  11. 11. White Papers must be: •well researched •well referenced •well focused •objective 4. Follow the rules …or they’ll have zero credibility
  12. 12. Speak to them in THEIR language Write from THEIR perspective Focus on problems that keep THEM awake at night 5. Focus on them What’s in it for THEM? …it’s not about you
  13. 13. Effective White Papers have •Pace, direction & purpose •Strong start, middle & end •The power to engage & entertain 6.Tell a story …they’re not just facts strung together like beads
  14. 14. 7. Be fearless Show passion Provoke them Ask the tough questions Take a stand or opposing view Ooops! 2 more… IT SECURITY ASSUME YOU’RE BREACHED …bland is boring
  15. 15. 8. Target them Segment your database & tweak content to: •Vertical or niche •Buyer personas •Where buyers consume •What format suits this is where the gold is…
  16. 16. YES. Following these 6+2 steps, clients have increased White Paper downloads by 700% …and increased lead quality & quantity. Does it work? …ask us for examples
  17. 17. Call us (02) 9909 0246 info@technoledge.com.au Check us out www.technoledge.com.au Follow us Learn more
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