by John Cole | Sep 26, 2022 | Lead Generation, White Papers
For years, technology buyers have consistently named white papers among the content they find most helpful and influential when researching a purchasing decision. And while the technology marketer’s content arsenal has expanded significantly over the last... 
by John Cole | Aug 21, 2022 | White Papers, Lead Generation, Collateral
When writing a problem/solution white paper, you always want to start with the problem your prospect has—the problem your product or service was designed to solve. You work toward your solution from there, rather than starting from the solution itself. Beginning your... 
by John Cole | Jul 18, 2022 | Content Marketing, White Papers, Collateral, B2B Copywriting
In my three previous posts, we looked at the various species of white papers and when to use them. Specifically, we examined the three principal white paper archetypes, the best hybrid combinations of the same, and why the numbered list is your best choice when you... 
by John Cole | Jun 13, 2022 | Content Marketing, Technology Marketing, Trade Shows, White Papers, Collateral
What do you do when you need a new white paper in a hurry? You might need some quick content to promote in your blog or newsletter, or a fresh handout for an upcoming trade show. Maybe you need to cast doubt on a competitor’s hot new offering or meet a... 
by John Cole | May 17, 2022 | Lead Generation, Content Marketing, White Papers, Collateral
In my previous article, we looked at the three types of white papers identified by Gordon Graham in his book, White Papers for Dummies. In case you missed it, the three archetypes are (1) the backgrounder, (2) the numbered list, and (3) the problem/solution.1 Graham... 
by John Cole | Apr 23, 2022 | Content Marketing, Technology Marketing, White Papers, Lead Generation, Collateral
A few years ago, I read a book that made a huge impact on my writing business. It helped me establish myself as a white paper expert, and it helped me convince clients to hire me. I’d like to share with you something very useful I found in it. The book is White...
