Graham White Papers For Dummies

1. Auflage 2013
ISBN: 978-1-118-49705-0
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: 0 - No protection

E-Book, Englisch, 384 Seiten, E-Book

A fast and easy way to write winning white papers!
Whether you're a marketing manager seeking to use whitepapers to promote your business, or a copywriter keen to break intothis well-paying field, White Papers For Dummies gives you awealth of practical, hands-on advice from one of the world'sleading experts in the field.
The fact-based documents known as white papers have been calledthe "king of content." No other B2B marketing piece cando more to generate leads, nurture prospects, and buildmindshare.
Where white papers were once used only by technology firms, theyare becoming "must-have" items in the marketing toolkitfor almost any B2B firm. Practically every startup must produce awhite paper as part of its business planning.
But writing effective white papers is a big challenge. Now youcan benefit from the experience of a white paper specialistwho's done more than 200 projects for clients from SiliconValley to Finland, from mighty Google to tiny startups. AuthorGordon Graham--also known as That White PaperGuy--provides dozens of tips and tricks to help your projectcome together faster and easier.
White Papers For Dummies will help you to:
* Quickly determine if your B2B firm could benefit from a whitepaper
* Master the three phases of every white paper project:
planning, production, and promotion
* Understand when and how to use the three main types of whitepaper
* Decide which elements to include and which to leave out
* Learn the best practices of seasoned white paper researchersand writers
* Choose from 40 different promotional tactics to get the wordout
* Avoid common mistakes that many beginners make

Autoren/Hrsg.

Graham, Gordon

Inhaltsverzeichnis

Introduction 1
Part I: Getting Started with White Papers 9
Chapter 1: Unleashing the Power of White Papers 11
Chapter 2: An Exciting Opportunity for Writers 29
Chapter 3: The Past, Present, and Future of White Papers 47
Chapter 4: Just the FAQs on White Papers 57
Part II: The Three Flavors of White Papers 85
Chapter 5: Picking the Perfect Flavor for Your Next White Paper87
Chapter 6: The Backgrounder: As Basic As Vanilla 103
Chapter 7: The Numbered List: As Fresh As Strawberry 121
Chapter 8: The Problem/Solution: As Complex As Chocolate 143
Chapter 9: Mashing Up Different Flavors 171
Chapter 10: Special Ingredients for a White Paper 181
Part III: From Foggy Idea to Finished Document 195
Chapter 11: A Proven Process to Complete Your White Paper197
Chapter 12: Planning an Effective White Paper 207
Chapter 13: Producing a Powerful White Paper 225
Part IV: Succeeding with White Papers 251
Chapter 14: Doing Research: Think Like a Lawyer 253
Chapter 15: Write Like a Journalist 273
Chapter 16: Promote Like a Madman 305
Part V: The Part of Tens 327
Chapter 17: Ten White Paper Problems and How to Solve Them329
Chapter 18: Ten Tips on Designing a White Paper 335
Chapter 19: More Than Ten Ways to Spice Up a White Paper Title341
Index 349

Über Autor(innen)

Gordon Graham -- also known as That White Paper Guy-- is an award-winning writer who has created more than 200B2B white papers for clients from New York to Australia. Gordon haswritten white papers on everything from choosing enterprisesoftware to designing virtual worlds for kids, and for everyonefrom tiny start-ups to Google.