ClickIdeas - Where Experts Share Their Ideas on Content Marketing

New Book: Jonathan Kantor's Crafting White Papers 2.0

Jonathan Kantor's new book "Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader" is on my reading list for this week.

http://static.lulu.com/items/volume_66/7555000/7555597/1/preview/320_7555597.jpg?7555597-1258062626

Jonathan Kantor is the principal and founder of The Appum Group, "The White Paper Company", an organization that specializes in the creation of professional business and technical white papers for enterprise-class businesses and the SMB (Small to Medium Business) marketplace. Jonathan's experience with white papers is also coupled with over 25 years of business experience with leading technology innovators.
http://www.whitepapercompany.com/images/NewJon.jpg

The white paper medium has evolved in the last decade to become a fully mature marketing vehicle.
“White papers remain the most effective piece of marketing collateral, with 86% of respondents finding them moderately to highly influential in the purchasing decision” (Eccolo Media).
“The most important thing is to focus on ROI and focus on things that will make the company money, such as sales leadgeneration programs, webinars, and white papers" (analyst Naylor Gray of Frost & Sullivan).

Jonathan cover many topics in his book Crafting White Paper 2.0, such as:

  • Why the Traditional White Paper Won’t Work
  • Six Elements for Reader Attention
  • Ten Attention-Generating Ideas for White Papers
  • Nine Attention-Robbing White Paper Mistakes
The book is filled with insights and practical tips on writing and marketing white papers to engage today’s sophisticated business reader. The lessons in Crafting White Paper 2.0 are not only meant for business marketers and white paper writers. Any copywriter will benefit hugely from reading Jonathan Kantor's Crafting White Paper 2.0

Buy the book here.

Read Jonathan Kantor's blog posts:
My Book: Crafting White Paper 2.0 Now Available!
Clarifying ‘Short Attention’ and ‘Short Content’
So Many White Papers! How Will You Compete?

Subscribe to Jonathan Kantor's monthly newsletter: Short Attention Marketing Tips

Jonathan's Kantor Blog: White Paper Pundit
Jonathan's Kantor Twitter: Jonathan_Kantor

More Proof Content is King

 

Increasingly more data is being published to support the importance of content marketing. Changing consumer habits and a healthy relationship with social media have made original content a vital business tool. A new report from Eccolo Media proves, once again, content is king. The good news for copywriters is it also states high quality content is the most influential.  

Last week as I was trawling through my regular listening posts, I started to see mentions of a recent report published about the use of B2B marketing collateral in technology decision making. I spent nearly 20 years in the IT industry, as a developer and in direct sales, so that sort of thing interests me. Having been both a buyer and a seller of software, I was curious to know which role found more value in marketing collateral. My real surprise was that the findings of the survey had more to do with my current job, copywriting, than anything I’d done before.

 

Read Sarah Mitchell’s full blog post: More Proof Content is King.

 

Sarah is presenting a seminar at the Perth Business Expo titled Educating Your Customer: Why Content Marketing is the New Trend.

Follow Sarah on Twitter: @globalcopywrite

Can You Really Charge a Fee for a White Paper?

Marketing costs are going up, so why not charge a fee for a white paper? Sounds reasonable? No, Absolutely not! This blog post will tell you why charging a fee for a white paper is a bone-headed strategy that is limited to a select number of specialty marketing research organizations.  Here’s the link to the blog post if you would like to learn more: http://bit.ly/2K9VOE.