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White Paper Marketing; More Sales Leads, Less Effort [Paperback]

Lawrence Harte , Carolyn Luck , Michele Chandler

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Book Description

July 14 2010
White Paper Marketing, More Sales Leads, Less Effort explains how to transform ineffective and costly push advertising marketing campaigns into highly qualified pull marketing programs by using information documents (edu-marketing). You will learn step by step how to develop, write, promote and track white paper marketing programs. White paper marketing objectives include improving search engine ranking value, increasing web traffic, sales lead generation, developing credibility value, relationship building, and direct product sales. While some companies are getting better at using white papers to attract qualified inquiries, many white paper marketing programs can be enhanced by designing white papers to include additional response channels, finding more effective places to publish white papers, and by writing white papers in a style that better engages and motivates the reader. Discover some of the common mistakes companies make when using white papers in their marketing programs, including the defining the wrong objectives, failing to insert and measure response channels, and ineffectively designing the flow of white paper content (poor scanability and readability). You will learn how to create effective white papers by writing in a style that pulls the reader into the white paper, and by developing reader personas that allow you to use keywords and phrases that are specific to your targeted readers. Key locations where your white paper should be made available are explained, including self-publishing options, white paper directories and authority web sites. You will learn about white paper sponsorship options, and how to use sponsorship as a way to get your message in front of more qualified people. Getting white papers hosted on other web sites may require a white paper submission process that includes the submission of data, descriptions and classification information, as well as review by a subject matter expert. Some important things to consider when submitting white papers to directories or authority sites include avoiding duplicate content and audience matching. White paper response channels include gated access downloads, embedded links for supporting information, and inbound contact listings. Learn why the planning, design and insertion of tracking mechanisms for white paper response channels should be performed early in the white paper development process. Key ways to measure the success of white papers are described, including the number of summary page views, the view to download ratio, and inquiry response rates. You will learn several methods of the tracking inquires and actions that result from your white paper, including how to track inbound calls and links to resources. White paper economics are explained along with recommendations for revenue tracking and cost reduction. You will be able to identify the key roles necessary for white paper development and understand the approximate costs for such services. This book includes a sample white paper development project which describes the process from concept (worksheet) to implementation (sample white paper). The worksheet includes key elements, including the problem statement, pain points, a solution promise, key issues, solution teasers and reference lists, as well as other items. Learn how the 10 step development process simplifies the creation of effective white papers.

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Product Details

  • Paperback: 270 pages
  • Publisher: Althos (July 14 2010)
  • Language: English
  • ISBN-10: 1932813802
  • ISBN-13: 978-1932813807
  • Product Dimensions: 1.4 x 23.1 x 18.8 cm
  • Shipping Weight: 499 g
  • Amazon Bestsellers Rank: #1,705,542 in Books (See Top 100 in Books)

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Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.0 out of 5 stars  6 reviews
2 of 2 people found the following review helpful
4.0 out of 5 stars I download them all the time, and so do many of your potential customers. Aug. 12 2010
By Kvsimons - Published on Amazon.com
Format:Paperback
Books like this build my business. I get clear definitions, process explanation, and a break down of the steps I can take to start bringing in a consistent stream of interested and qualified leads. To be candid, the book also showed me some of the areas where my previous white paper initiatives could have been much more productive. The book is not going to be entertainment, but is concise, helpfully illustrated, and practical.

I will plan to update the review after some implementation and testing.
2 of 2 people found the following review helpful
5.0 out of 5 stars Clear, concise, and informative July 26 2010
By SPeacock - Published on Amazon.com
Format:Paperback
Both concise and comprehensive, White Paper Markeing; More Sales Leads, Less effort is perhaps the best 'how to' books I've ever read. The author covers all the angles on white paper creation, marketing objectives, distribution channels, and most importantly identifies white paper marketing metrics to measure and optimize your efforts. No fluff here - only actionable information. Highly recommended for any business looking to increase qualified inbound leads.
1 of 1 people found the following review helpful
2.0 out of 5 stars Some good content, but clumsy composition April 12 2012
By neversaydie352 - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
This book does offer some helpful tips for creating and delivering marketable white papers. However, the content is sloppy. The text drifts away from the focal point early and often, and the formatting is so inconsistent that it becomes a distraction. The author correctly states that a good white paper must be credible, valuable, and authoritative only to later write, "...example below shows a white paper that offers a discount on Internet marketing books to readers who have downloaded a white paper." Huh? The call to action should be subtle--not a coupon code.

I'm surprised the author priced the eBook this high. The quality of the content--specifically the poor formatting and lack of any visible copyediting--should price this book in the $2.99 range.
1 of 1 people found the following review helpful
5.0 out of 5 stars Loaded with Actionable Items Sept. 29 2010
By Robert - Published on Amazon.com
Format:Paperback
I found this book loaded with actionable items. Many times white papers only show up on company web sites or are relegated to obscurity. Or, some pay monthly fees to post their white paper on a web site. This book gave me plenty of ideas for increasing the number of sales leads. I am seeing more sales as a direct result.
1 of 1 people found the following review helpful
4.0 out of 5 stars Great for consulting and training! Sept. 3 2010
By Avi Ofrane - Published on Amazon.com
Format:Paperback
We are a training and consulting company specializing in Telecom Billing and are constantly looking for ways to keep our clients and prospects engaged. This book is an excellent resource! It clearly showed us how to develop Wwhite papers that combine subtle promotional messages AND valuable content to generate quality leads. Well done, guys!

Avi Ofrane
The Billing College
[...]

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