7 Deadly Mistakes IT Marketing Executives Should Avoid to Increase White Paper Effectiveness
WHITE PAPER White Paper Creation 7 Deadly Mistakes IT Marketing Executives Should Avoid to Increase White Paper Effectiveness howtowhitepapers.com
white paper | How to White Papers White Paper Creation Process - Your target readers (who will read White papers, if are well prepared your white paper? what do they get and crafted, can be the most after reading your white paper?) effective tool to generate leads, introduce new products and services, - Your white paper objectives (what do EXECUTIVE SUMMARY boost up sales and build your thought you want to get from this white paper? White papers play such a leadership in the industry. what action do you want your readers crucial role in today’s business, to take?), the list can go on and on. especially with the rapid White papers also provide stressful change of technology. We all decision-making audiences with the Looking for appropriate copywriter to live with white papers, if not to necessary information to make work on your white paper project buy then to sell. important decisions that will have should be discussed carefully in this significant impacts on their business. stage. However, 90% of available white papers on the market Just putting aside about white paper don’t follow simple rules that definition and how you can produce a help them effectively capture white paper for your business as I “White papers readers, get read and sell. They suppose you know it (and may be all make some mistakes. good at it too). If not, you can take a remain the most look at my website How to White In this white paper, I would like Papers. effective piece of to show you these deadly marketing mistakes, how to avoid them So, how do you begin your white and what you can do to improve paper creation process? Is there any collateral, with 86% your white paper effectiveness. step and guideline you should follow? Absolutely. When it comes to white of respondents paper writing, there are 4 steps you finding them have to take, seriously. moderately to highly Preparation Stage As one of the most important steps in influential in the your white paper creation process, purchasing decision” preparation stage is when you clearly identify target readers and white Eccolo Media study reviewed in B2B paper objectives. Magazine Preparation ROI Measurement Writing Process Marketing Process White Paper Creation Process
white paper | How to White PapersWriting StageOften, you begin your white paperwriting stage with a number of tasks 7 Mistakes that Have Significantsuch as: conducting interviews withsubject matter experts, briefing the Impacts on Your White Papersoutlines, layout and graphics, writingand editing. 1. Being confused in defining your white paper objectivesMarketing Stage 2. Not clearly define your target readers and what you wouldWhat you are supposed to do when like them to do after reading the white papersyour freelance writer or marketingteam have finished the writing stage? 3. Who is responsible for your white paper writing? NotGet them read and forwarded. Maybe choosing the right copywriter for your project can cost youyou want to generate leads or just potential customers.build thought leadership in theindustry, it all depends on your 4. How are you going to get the word out about your whiteobjectives that you have appropriate papers?methods of marketing your whitepapers. 5. It’s time to change your thought about how you can measure your white paper effectivenessROI Measurement StageFor any marketing campaign, the 6. Think white paper layout and graphic have nothing to do withhardest part (and the most crucial your white paper effectiveness? Think againpart) is to measure its result. Is yourcampaign effective? Is it worth it when 7. More diagrams, charts and statistics, more compelling whiteyou implement this campaign? The papers you createsame can happen to your whitepapers. Knowing and deploying somebasic tools to get your white papercampaigns measured can be your bestweapon.
white paper | How to White Papers 7 Mistakes that You Should Avoid to Create Effective White Papers White Paper Objectives Don’t be confused about your objectives when producing white papers – generate leads, build thought leadership or simply sell? Additionally, your specific objectives will determine on your methods of marketing once you finish the writing TIPS process. • Clearly defining and planning your white papers beforehand Remember that you produce white papers to educate, not to sell anything though will save you time when it you may use them in your selling cycle. Therefore your white papers should not comes to writing and marketing. contain any advertisement or you’ll turn your prospects off. This does not mean that you don’t have a clear call to action at the end of your white papers. • Answer the very first question Customers do need instructions on what to do next unless you want them to walk – what do you want to away and forget about you and your service. accomplish from your white papers? Target Readers Always think of your readers first, what they need and look for is more important than what you can offer. So, remember to fill that gap. Do not talk too much about your company as no one would be happy to read that information unless you are offering something valuable and useful to their lives. Who Does the Writing? The writing process may require more expertise from your copywriter than you think. TIPS: • Always make sure your The tasks such as interviewing subject matter experts, researching and outlining copywriter can speak in some white paper content can involve in some extent of technical knowledge that not technical language and have any writer can afford. essential skills to conduct interviews with a variety of subject matter experts. Get the Word Out about Your White Paper Your white paper is perfectly crafted, now what? Get it out there and let it be read. • Don’t look for generic copywriter to handle your white There are a number of ways you can use to get your white paper spread in the paper projects. industry such as: - Capture leads through customized landing pages, fan pages or white paper distribution services. - Announce your white papers through your press releases, blog posts advertising TIPS: campaigns, you get the picture. • Always repurposing your white papers in blog posts, - Tweet about it via social media channels. newsletters, and industry trade publications. - Introduce it to your prospective clients in sales meetings, training or trade shows.
white paper | How to White Papers White Paper Effectiveness Measurement That said, for white papers that are aimed to build thought leadership, “If you give You have successfully produced your white paper, get your message it’s hard to measure the level of your readers something of message get across. across and distribute it to your target readers. How do you know if it is effective? How do you know if you are White Paper Layout and Graphic Some think that the layout of white value, they generating sales from your white paper? paper doesn’t matter as long as you will give you their loyalty, write such a compelling content. There’s no better way to measure the result than to simply …measure it. It’s totally wrong. and At this stage, your methods of A sleek and well-designed template ultimately their will make your white papers look measurement relatively depend on more professional and attractive to your methods of marketing. prospective customers. business” For example, if you use distribution Graphic also makes readers feel Writing White Papers - Michael Stelzner services to capture leads, you can comfortable when reading your white measure how many leads you can papers. generate through subscribing information distribution services give Additionally, long written words TIPS you. always scare people off as they are • Though asking for more kind of time-starved. information from your If you promote your white paper customers seem to be the through newsletter, you can count on best way to make sure you the click rate to see how many are collecting the right people get interested in your white prospects, it can be a waste papers. of time and turn them off.