1. Chapter 7: Publishing Articles,
White Papers, and E-Books
By Michelle Raymondi, Steve Garcia,
Jazmin Brooks, Julian Melahn, &
Sylvester Wright

2. Learning Objectives
•Understand what an article directory is
•Understand an article submission
•Learn how to publish and issue articles
•Learn the steps to creating e-books and white papers
•Learn how to use article directories, e-books, and white papers
to market

3. Key Terms
•An article directory- is a website where people can submit
original articles for approval
•This is a way of having free distribution to other websites with
also getting credit for it.
•An article submission-generally runs 400 to 500 words in length
with a 2–3% keyword density
•The 2-3% is the percentage of the amount of times a word
appears in an article

4. Publishing and Distributing Articles
•The length of the piece and the profundity of the content is the difference between an
article and a blog.
•In an article’s readers expect them to have more research and it to be more factual than
blogs.
•Having an interesting title can help an article’s distribution success
•The article itself should have content that reflects the title
•Marketers prefer article directories without the no-follow requirement

5. Ten popular Article Directories, as of November 2011

6. Case Study: Using Ezine Articles for Math
Education
- Shirley Slick used Ezine Articles to raise awareness of
how math is being taught in the US
- Suggested possible solutions
- Ability to reach and educate anyone from everywhere

7. Case Study Cont.
- Slick’s Article Tips:
- Read and re-read Editorial Guidelines
- Decide on initially important niches and write either
title ideas or potential topics
- Research top authors on the subjects and analyze
their titles

8. Creating White Papers and E-Books
•A good white paper is written for a business audience, defines a
problem, and offers a solution, but it does not pitch a particular
product or company
•A white paper is expected to have at least six pages of text and to
provide useful information about a business or technical issue
•White papers are typically intended for the reader to review before
making a purchase

9. Nine-step Process For Writing White Papers
from Al Kemp
1.Assess Needs
2.Plan
3.Acquire Information
4.Organize Content
5.Design the Look and Feel
6.Write
7.Illustrate
8.Review, Revise, and Approve
9.Publish

10. White paper vs eBook: Which One to Choose
Before making a decision between eBook vs white paper, ask yourself the
following questions:
Do you want to look like an expert or an engaging conversation starter?
Who are you targeting?
Does it require great detail? Charts? Numbers?
Is the topic visual?

11. When to Choose a White Paper
If you want to look like an expert in your field, a white paper may be a better fit
for your organization.
This will give you a chance to exhibit the depth of your knowledge in a more
formal voice. Additionally, the longer style is better suited to discuss complex
and detailed subjects.

12. When to Choose an eBook
● An eBook allows your organization to showcase knowledge, but in a more
conversational tone appealing to your target market.
● The shorter style with highly visual content will be more intriguing to a
consumer than formal copy, charts, and graphs.

13. White Papers and E Books Cont
After choosing a topic, it’s time to start writing. Whether it is a white paper or
eBook, you’ll include these same basic elements:
Title page
Table of contents
Introduction
Body — the bulk of your content; several chapters or sections depending on
your topic

14. Marketing with
Articles, E-Books, and White Papers
•Ultimate goal: draw attention and develop a company’s reputation for thought
leadership and then use that expertise to generate sales
•Do not include the product name in the description or title
•Do not miss the larger opportunity to advance a brand’s image and reputation
by making the mistake of treating these publications as purely a marketing
platform
•E-books and White Papers is that they have high-perceived value to the
recipients

15. Case Study: The Mises Institute
The Mises Institute is an educational institution devoted to advancing Austrian
economics, freedom, and peace in the classical-liberal tradition. The teachings of
the school are radically libertarian, but initially only reached 15% of the United
States population. However, through community forums, blogs, chat rooms, and
e-books the institute now reaches students from over twenty countries.
As time goes on, the institute’s online library continues to grow and more
influential in the world of ideas.

16. Case Study-(SIA) using white papers to raise
awareness about issues affecting
women/girls worldwide
Soroptimist has been researching and publishing white
papers on issues important to women and girls for several
years.
Specific uses include:

17. Case Study (SIA)
Educating Club Members
Promoting Soroptimist Programs
Educating the Community
Interesting the Media
Strengthening Advocacy Efforts
Raising Funds

18. Case Study (SIA)
Soroptimist programs, along with numerous other awards,
grants, and programs, have made SIA club members an
important part of the international effort to improve the
lives of girls and women with more than $2 million
distributed through federation programs, helping more
than 10,000 women and girls live their dreams of a better
life.

19. Review Questions
1. What are some of the ways SIA uses white papers to
raise awareness about issues affecting girls and
women?
2. Does the article's title make or break its distribution
success?
3. What distinguishes an article from a blog?
4. When using marketing with Articles, E-Books and White
Papers what is the ultimate goal?