» » The Winning White Paper Formula

The Winning White Paper Formula

Section 1: Content Creation Lecture 1
Course Overview
Preview
02:39

Here is the full outline I'm referencing in the making of the videos:

  • Content Creation
    • Types of content
      • Case studies
      • Blog posts
      • Magazine articles
      • Webinars
      • Newsletter
      • Special report / white paper
    • Anatomy of a Successful Report
      • Topic
        • Buyer vs. Doer
        • Executive
        • Consideration for promotional channel
        • Timely/newsworthy
        • Vs. evergreen
      • Title
        • Edgy
        • Front-load the good stuff
        • Controversial common enemy
      • Content
        • Intro
        • 5 points
        • Conclusion
      • Call to Action
        • Be specific about next step you want them to perform
        • Detail what they can expect
        • Give clear response mechanism: phone or website. (most wont take action directly, but this primes them)
      • Design
    • Content Distribution
      • Distribution Channels
        • Your site
        • PPC
        • Industry trade associations email lists
        • Industry magazine email lists
        • Tradeshow direct mailings
        • Sponsored emails
        • Social media (linkedIn and Twitter assuming youve already generated a following)
        • Your blog
        • Guest blog posts with content promoting the white paper
        • Lists of vendors for co promotions
        • Give out at a trade show in exchange for contact info
        • Banner ads on industry sites
        • Direct mail to industry lists
        • Paid newsletters
        • Email Promotions
      • Capturing Leads
        • Landing Page
          • Page Design
          • Copy
            • Headline / Subhead
            • A couple paragraphs setting up the topic (can steal from the report)
              • Be succinct & punchy!
            • 4-6 Good teaser bullet points
            • Call to action
          • Form
            • Form headline
            • Just the information fields needed
            • Depending on the value of your leads, you can look up additional information
            • Action-oriented Button
        • Thank You Page
          • Not the report
          • Offer for your cta if qualified
          • Secondary offer if not qualified
          • Email the report
            • Track downloads
        • Emails
          • Subject Lines
          • Consistent messaging with landing page
          • Tag your links so you can determine lead source
        • Content Fueled Funnel
          • Leads are often most responsive the first week especially the first 7 days
          • Invite to consume more content.
          • Make your marketing sequence at least as long as your typical buying cycle
          • Your other white papers make great material for mailings / emails to these leads over the coming months
          • Sometimes send emails with no content, but just a strong call to action.
        • Content Repurposing
          • Inspiration for blog posts
          • Client newsletter
          • Prospect newsletter
          • Vendor newsletters and magazines
          • Video content
          • Repurpose into slide deck for slideshare
          • Repurpose into webinar content
          • Repurpose into speaking slots at industry conferences

Lecture 2
Content Types & Rationale
Preview
04:08

Types of content

    • Case studies
    • Blog posts
    • Magazine articles
    • Webinars
    • Newsletter
    • Special report / white paper
Lecture 3
Content Marketing Status
IFrame

Please complete the short survey so I can custom-tailor additional course materials to your needs.

Lecture 4
White Paper Overview: Choosing a Topic
02:54

Topic considerations:

    • Buyer vs. Doer
    • Executive
    • Consideration for promotional channel
    • Timely/newsworthy
    • Vs. evergreen
Lecture 5
Content Anatomy: Title
05:45

Some sample titles:

  • [TOPIC]: Sidestep these 5 Profitability Killers
  • Death by ___: 7 Common Mistakes that Cripple Your ____ Success
  • [TOPIC]: 10 Questions to Determine if ____ is Sabotaging Your Profitability
  • Automatic [TOPIC]: 3 Fresh Strategies for [MARKET] to Bypass [ENEMY] & Gain More ____
  • [TOPIC]: Executive Guide to Making _____ Supercharge Your _____ Performance
  • Widespread _________: Discover The Top 3 [TOPIC] Failure Points & Proven Remedies
  • 5 Secrets to Nail [TOPIC] in 2014
Lecture 6
Content Anatomy: Body
04:55

Simple structure for the main body of your content:

  • Intro
  • 5 points
  • Conclusion
Lecture 7
Content Anatomy: Call to Action
09:45

    Tips:

    • Be specific about next step you want them to perform
    • Detail what they can expect
    • Give clear response mechanism: phone or website. (most wont take action directly, but this primes them)

    Be sure to make it easy to respond to your call to action. A web form and phone number work great.

    Lecture 8

    Getting Your Content Designed

    05:28Section 2: Content Distribution & Promotion Lecture 9
    Email Distribution Channel
    06:31

    Since much of the email content itself will be related to your landing page, I'll cover this after the lectures about your landing page.

      Distribution Channels:

        • Your site
        • PPC
        • Industry trade associations email lists
        • Industry magazine email lists
        • Tradeshow direct mailings
        • Sponsored emails
        • Social media (linkedIn and Twitter assuming youve already generated a following)
        • Your blog
        • Guest blog posts with content promoting the white paper
        • Lists of vendors for co promotions
        • Give out at a trade show in exchange for contact info
        • Banner ads on industry sites
        • Direct mail to industry lists
        • Paid newsletters
        • Email Promotions
      Lecture 10
      Landing Page Overview
      02:02

        Landing Page Considerations:

          • Page Design
          • Copy
            • Headline / Subhead
            • A couple paragraphs setting up the topic (can steal from the report)
              • Be succinct & punchy!
            • 4-6 Good teaser bullet points
            • Call to action
          • Form
            • Form headline
            • Just the information fields needed
            • Depending on the value of your leads, you can look up additional information
            • Action-oriented Button
        Lecture 11

        Landing Page Design & Content

        04:43 Lecture 12
        Writing Good Bullets for Your Landing Page
        04:13

        Some example landing page bullets:

        • The #1 _____ mistake many _____ are making.
        • The _______ shortcut to profitably ______.
        • How 5 minutes spent reviewing ______ could pay off big for _______.
        • A new ______ feature that gives _________ abilities like they've never had before.
        • Which oft-neglected ________ feature yields an average ___% increase in _____ revenue.
        • How to apply smart ______ tricks to increase the performance of all your ______.
        • The 3-step plan to dominate ________.
        • The simple _______ technique that causes _____ to drastically increase.
        • Your two highest leverage points when _______.
        • Uncover the hidden ______ which inadvertently lowers your _______.

        It's also a good idea to bold the most powerful phrases in each bullet point.

        Lecture 13

        Bullets & Persuasion Tips

        04:26 Lecture 14

        Lead Generation Form Considerations

        06:51 Lecture 15
        The "Thank You" Page
        05:45

        Big takeaway: to increase your sales-ready response, don't give the content immediately!

        Lecture 16
        Creating Your Promotional Email
        08:53
        • Consistent messaging with landing page
        • Tag your links so you can determine lead source
        Section 3: Content-Fueled Marketing Funnel Lecture 17
        Setting Up Your Marketing Automation
        07:07

          Content Fueled Funnel:

            • Leads are often most responsive the first week especially the first 7 days
            • Invite to consume more content.
            • Make your marketing sequence at least as long as your typical buying cycle
            • Your other white papers make great material for mailings / emails to these leads over the coming months
            • Sometimes send emails with no content, but just a strong call to action.
          Lecture 18
          Extending Content Usefulness
          03:19

            Content Repurposing

              • Inspiration for blog posts
              • Client newsletter
              • Prospect newsletter
              • Vendor newsletters and magazines
              • Video content
              • Repurpose into slide deck for slideshare
              • Repurpose into webinar content
              • Repurpose into speaking slots at industry conferences
            Lecture 19

            B2B Content Marketing Wrap-Up

            01:57 Full curriculum




White Paper - Winning the Expired Products Battle
The research behind this white paper uncovered a formula driven approach that is successfully Download GENCO's Winning the Expired Products Battle white paper to

White Paper Smart Motion + Smart Factories: A Winning ...
Smart Motion + Smart Factories: A Winning Formula for Industrial Control www.nexcom.com White Paper

Smart B2B Content Marketing: The Winning White Paper ...
Smart B2B Content Marketing: The Winning White Paper Formula Coupon | Only $17 SAVE 65% Off $49 Discount Coupon Code.

White paper: Winning the energy efficiency race
Home | Locations | TÜV SÜD worldwide. Global Website; Austria; Bangladesh; Belgium; Bosnia and Herzegovina

The winning white paper - SlideShare
The winning white paper 1. though, length is a proxy for many different issues that need to be thought through for a winning white paper.

White paper: Winning the energy efficiency race | TÜV SÜD
White paper: Winning the energy efficiency race. Why download this white paper? Discover the market trends and opportunities for energy efficient buildings;

CRGC: A Winning Formula For Workforce Safety And Health
> White Papers > CRGC: A Winning Formula For Workforce Safety And Health. Industry. Automotive Manufacturing; CRGC: A Winning Formula For Workforce Safety And Health

PROBABILITY AND REDUNDANCY TECHNICAL WHITE PAPER
TECHNICAL WHITE PAPER PROBABILITY AND REDUNDANCY PROCESS AUTOMATION P rocess plants are striving now more than ever to reduce operational expenditures while

Maximizer CRM: Whitepaper: The Business Case for Inbound ...
The Business Case for Inbound Part 1: A Winning Formula for Sales

A Winning Formula: Driving Business Value with The 2007 ...
The 2007 Microsoft Ofce System the way we see it A Winning Formula: Driving Business Value with The 2007 Microsoft Ofce System