Book Excerpt: 'The White Paper Marketing Handbook'

Share this article:
According to some analysts, corporate decision-makers rely on white papers more than almost any other source of information available to them. The solid technical information contained in such collateral helps decision-makers understand the business case of the offering. This goal fits squarely in the bailiwick of marketing, not engineering. …


White paper marketing works in two ways: It educates the buyer and it increases lead generation.


The first role is buyer education. This has two benefits: (a) it builds customer loyalty (they will buy from you instead of your competitors because you are their trusted advisor) and (b) it "sets the specs" for products in your category.


Setting the specs means your educational materials give guidelines for product selection, and these guidelines are written so that your product fits them best. Once the buyer gets the guidelines from your edu-marketing materials, he will use them to evaluate all products in your category -- and of course yours will come out best, since you wrote the requirements to begin with.


For the PDF, click below:


http://www.dmnews.com/pdffiles/blypages.pdf


From The White Paper Marketing Handbook 1st edition by Robert W. Bly. Copyright 2006. Reprinted with permission of South-Western, a division of Thomson Learning: www.thomsonrights.com. Fax: 800/730-2215.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.