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Top 10 Lessons Learned About
White Papers
 Avoid the errors that reduce credibility and diminish the value of
 your investments in thought leadership
                                                                February 2013

                  Larry Marion
               CEO/Editorial Director
          lmarion@triangle-publishing.com



                      © 2013 Triangle Publishing Services Co. Inc. All rights reserved
Executive summary
                                      Top Ten


1.   Keep it short
2.   Focus the topic and the discussions
3.   Avoid the hard sell
4.   Lead with customer insights
5.   Include third-party experts
6.   Include the author’s name if he or she has credible background
7.   Use charts, schematics and data points extensively
8.   Be sure the tone is credible
9.   What does well written really mean?
10. Include a clear call to action




                                                                      2
1. Keep it short
 The goal is awareness and to encourage a conversation, not give the target audience
 everything it needs to know




12 pages for business decision-makers, such as the
CIO, the CFO, the CEO, the COO and other senior
officials
16 pages for technology decision-makers




                                                     Click these images to
                                                     learn more about
                                                     white papers




                                                                                       3
2. Focus the topic and the discussions
   Don’t try to boil the ocean—two short white papers are more effective
   than one long one




 Pick a topic that can be described in one sentence for a
 specific audience and stick to it
 Don’t wander off into tangents and try to include too many
 angles




                                    Click this image to
                                    learn more about this
                                    white paper

                                                                           4
3. Avoid the hard sell
           Refrain from product promotions before you’ve established topic knowledge
           and credibility


          The first half of the white paper should prove domain
          knowledge, especially valuable data and insights.
          Second half explains how your products deliver the
          solution/benefits described earlier

                                                              Stats                                     Stats


BUILD CONTENT AROUND THE BRAND/PRODUCT/
SERVICE, NOT ABOUT IT                                                          75% of survey
                                                                               respondents encourage
Content that is too product-or brand-focused is ill-                           solution providers creating
equipped to travel digitally; it’s seldom shared or                            content to “curb the sales
passed along, whereas content that stands on its own                           messaging”
merits as entertainment, storytelling, educational value,
                                                                               Source: DemandGen Report, Content
or utility will be shared and passed along.                                    Preferences Survey May 2012


Source: Altimeter Group Research Report: Content: The New Marketing Equation




                                                                                                                5
4. Lead with customer insights
  Customer comments about the value of your technologies are the most valuable and
  credible content

The bigger or more influential the customer
company, the better
Depending on your target audience, the quoted
customer’s title could be extremely important. If
target is BDMs, CFO and other C-level accolades are
crucial
                                                     Stats
What Turns Prospects Off

According to survey respondents, the top three
mistakes tech vendors make when producing
information are:

    77% cited too much marketing “fluff” as the number one
     mistake tech vendors make
    44% decried the lack of real world examples                        Click this image to
     in vendor material                                                 learn more about this
    36% listed the lack of technical depth                             white paper

Source: UBM TechWeb Buyers Research Study, 2012


                                                                                          6
5. Include third-party experts
  Well known and highly regarded analysts are almost as credible as users*




Quotes and data from subject-matter experts at reputable
consulting firms, especially if they align with your target
audience
Academia-based experts also provide credibility, especially if
they are connected with a prestigious institution or have been
published in business school journals

                                                                                      Stats

                          *See Edelman Trust Barometer 2013 Annual Global Study
                          http://www.edelman.com/insights/intellectual-property/trust-2013/




                                                                                              7
6. Include the author’s name
 If he or she has a credible background



Summarize experience and education, either technology
or business credentials, depending on your target
market.
Frequent speaker at industry events? Published in
business journals? Published author? Popular blogger?




                                          Click this image to
                                          learn more about this
                                          white paper




                                                                  8
7. Use charts, schematics and data points extensively
BDMs seek data points they can use as bullet points for internal presentations


Data builds credibility—proof points for your assertions
of value
Implies widespread acceptance of solutions
Reports are more compelling with charts—avoid gray
space




                                                               Click this image to
                                                               learn more about this
                                                               white paper




                                                                                       9
8. Credible tone
A conversational, non-promotional style encourages readership


 Assume the reader knows something about the topic
 Infuse the text with insights based on author experience




                                                 Click this image to
                                                 learn more about this
                                                 white paper

                                                                         10
9. Make the text easy to scan, read and absorb
      Some basic writing rules apply, but this is not journalism


   Short sentences, short paragraphs and multiple
   subheads to break up and organize the content
   Follow standard storytelling structure after providing a
   short executive summary



                                                                                                                Stats

                                                        Research reports jumped in usage more than any
                                                        other B2B content marketing tactic this year. In 2012,
                                                        44% of B2B companies used research reports,
                                                        compared with 25% in 2011.

                                                        Source:
                                                        According to the B2B Content Marketing: 2013 Benchmarks,
Click this image to                                     Budgets and Trends – North America report….
learn more about this                                   Source: http://copywritertoronto.com/how-to-take-the-boring-out-of-
white paper                                             your-b2b-research-reports/




                                                                                                                              11
10. Include a clear call to action
 How should readers respond? What do you want them to do?


Links to more info such as infographics, case
studies, ebook or blog
Link to product information
Telephone number to request a product
demonstration or proposal




       Click this image to
       learn more about this
       white paper



                                                            12
Who We Are
Triangle Publishing Services Co. Inc. (TPSC) is a leading provider of content development
services for corporations seeking purposeful, creditable and expert level technology-related B2B
marketing content for business and technology decision makers.

Our writers have worked for:
      Bloomberg Businessweek              The Wall Street Journal            CFO
      Forbes                              CIO                                PC Week
      Fortune                             Informationweek                    Computerworld


Our content areas of expertise:
      business intelligence               ERP                              applications development
      Big Data                            supply chain management          middleware
      analytics                           manufacturing                    mobile devices
      cloud                               financial services
      CRM




                                                                                                     13
What We Do                                                                                                                                        Stats
                                                                                                                        Which of the following types of online content
                                                                                                                        have you utilized to research a business topic
                                                                                                                        or potential solutions over the past year?
         Content solutions include:                                                                                     (check all that apply)
                                                                                                                              White paper                                 88%
          Research reports/white papers
                                                                                                                                 Webinar                            73%
          Case studies
                                                                                                                              Case Study                          67%
          Books/ebooks
          Article series                                                                                                      Blog Posts                        63%


          Blog posts                                                                                                             E-book                    51%


          Podcasts                                                                                                                 Video                  44%

          Webcasts                                                                                                           Ingographic               38%

          Content repurposing                                                                                   Interactive Presentation            28%

          Social media content                                                                                                  Podcast          18%

          Slideshare presentations                                                                                     Source: DemandGen Report, Content Preferences
                                                                                                                        Survey, May 2012



                                                     Stats
"A study released in September by Optify found B2B marketers rated case studies - 78%,
white papers - 73% ... as their most effective content marketing tactics."
Source:http://www.marketingcharts.com/wp/print/in-person-events-rated-most-effective-for-b2b-content-marketers-24276/




                                                                                                                                                                                14
Top Corporations benefiting from Triangle’s services




                                                  15
About Triangle Publishing Services
                       Larry Marion
                       CEO/Editorial Director
                       (617) 244-0698
                       lmarion@triangle-publishing.com



 About Larry Marion:
 Larry Marion is the CEO and editorial director of Triangle Publishing Services.
 Mr. Marion has more than 20 years of experience writing and editing
 publications about technology, healthcare and financial services.

 In addition to having his articles appear in InformationWeek, PC Week, CFO
 and Computerworld, Mr. Marion has also held editorial positions in the areas
 of finance and business. He was a senior editor for Institutional Investor
 magazine and a staff writer for Forbes and BusinessWeek.



                                                                                   16

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Top 10 Lessons Learned About White Papers

  • 1. Top 10 Lessons Learned About White Papers Avoid the errors that reduce credibility and diminish the value of your investments in thought leadership February 2013 Larry Marion CEO/Editorial Director lmarion@triangle-publishing.com © 2013 Triangle Publishing Services Co. Inc. All rights reserved
  • 2. Executive summary Top Ten 1. Keep it short 2. Focus the topic and the discussions 3. Avoid the hard sell 4. Lead with customer insights 5. Include third-party experts 6. Include the author’s name if he or she has credible background 7. Use charts, schematics and data points extensively 8. Be sure the tone is credible 9. What does well written really mean? 10. Include a clear call to action 2
  • 3. 1. Keep it short The goal is awareness and to encourage a conversation, not give the target audience everything it needs to know 12 pages for business decision-makers, such as the CIO, the CFO, the CEO, the COO and other senior officials 16 pages for technology decision-makers Click these images to learn more about white papers 3
  • 4. 2. Focus the topic and the discussions Don’t try to boil the ocean—two short white papers are more effective than one long one Pick a topic that can be described in one sentence for a specific audience and stick to it Don’t wander off into tangents and try to include too many angles Click this image to learn more about this white paper 4
  • 5. 3. Avoid the hard sell Refrain from product promotions before you’ve established topic knowledge and credibility The first half of the white paper should prove domain knowledge, especially valuable data and insights. Second half explains how your products deliver the solution/benefits described earlier Stats Stats BUILD CONTENT AROUND THE BRAND/PRODUCT/ SERVICE, NOT ABOUT IT 75% of survey respondents encourage Content that is too product-or brand-focused is ill- solution providers creating equipped to travel digitally; it’s seldom shared or content to “curb the sales passed along, whereas content that stands on its own messaging” merits as entertainment, storytelling, educational value, Source: DemandGen Report, Content or utility will be shared and passed along. Preferences Survey May 2012 Source: Altimeter Group Research Report: Content: The New Marketing Equation 5
  • 6. 4. Lead with customer insights Customer comments about the value of your technologies are the most valuable and credible content The bigger or more influential the customer company, the better Depending on your target audience, the quoted customer’s title could be extremely important. If target is BDMs, CFO and other C-level accolades are crucial Stats What Turns Prospects Off According to survey respondents, the top three mistakes tech vendors make when producing information are:  77% cited too much marketing “fluff” as the number one mistake tech vendors make  44% decried the lack of real world examples Click this image to in vendor material learn more about this  36% listed the lack of technical depth white paper Source: UBM TechWeb Buyers Research Study, 2012 6
  • 7. 5. Include third-party experts Well known and highly regarded analysts are almost as credible as users* Quotes and data from subject-matter experts at reputable consulting firms, especially if they align with your target audience Academia-based experts also provide credibility, especially if they are connected with a prestigious institution or have been published in business school journals Stats *See Edelman Trust Barometer 2013 Annual Global Study http://www.edelman.com/insights/intellectual-property/trust-2013/ 7
  • 8. 6. Include the author’s name If he or she has a credible background Summarize experience and education, either technology or business credentials, depending on your target market. Frequent speaker at industry events? Published in business journals? Published author? Popular blogger? Click this image to learn more about this white paper 8
  • 9. 7. Use charts, schematics and data points extensively BDMs seek data points they can use as bullet points for internal presentations Data builds credibility—proof points for your assertions of value Implies widespread acceptance of solutions Reports are more compelling with charts—avoid gray space Click this image to learn more about this white paper 9
  • 10. 8. Credible tone A conversational, non-promotional style encourages readership Assume the reader knows something about the topic Infuse the text with insights based on author experience Click this image to learn more about this white paper 10
  • 11. 9. Make the text easy to scan, read and absorb Some basic writing rules apply, but this is not journalism Short sentences, short paragraphs and multiple subheads to break up and organize the content Follow standard storytelling structure after providing a short executive summary Stats Research reports jumped in usage more than any other B2B content marketing tactic this year. In 2012, 44% of B2B companies used research reports, compared with 25% in 2011. Source: According to the B2B Content Marketing: 2013 Benchmarks, Click this image to Budgets and Trends – North America report…. learn more about this Source: http://copywritertoronto.com/how-to-take-the-boring-out-of- white paper your-b2b-research-reports/ 11
  • 12. 10. Include a clear call to action How should readers respond? What do you want them to do? Links to more info such as infographics, case studies, ebook or blog Link to product information Telephone number to request a product demonstration or proposal Click this image to learn more about this white paper 12
  • 13. Who We Are Triangle Publishing Services Co. Inc. (TPSC) is a leading provider of content development services for corporations seeking purposeful, creditable and expert level technology-related B2B marketing content for business and technology decision makers. Our writers have worked for:  Bloomberg Businessweek  The Wall Street Journal  CFO  Forbes  CIO  PC Week  Fortune  Informationweek  Computerworld Our content areas of expertise:  business intelligence  ERP  applications development  Big Data  supply chain management  middleware  analytics  manufacturing  mobile devices  cloud  financial services  CRM 13
  • 14. What We Do Stats Which of the following types of online content have you utilized to research a business topic or potential solutions over the past year? Content solutions include: (check all that apply) White paper 88%  Research reports/white papers Webinar 73%  Case studies Case Study 67%  Books/ebooks  Article series Blog Posts 63%  Blog posts E-book 51%  Podcasts Video 44%  Webcasts Ingographic 38%  Content repurposing Interactive Presentation 28%  Social media content Podcast 18%  Slideshare presentations Source: DemandGen Report, Content Preferences Survey, May 2012 Stats "A study released in September by Optify found B2B marketers rated case studies - 78%, white papers - 73% ... as their most effective content marketing tactics." Source:http://www.marketingcharts.com/wp/print/in-person-events-rated-most-effective-for-b2b-content-marketers-24276/ 14
  • 15. Top Corporations benefiting from Triangle’s services 15
  • 16. About Triangle Publishing Services Larry Marion CEO/Editorial Director (617) 244-0698 lmarion@triangle-publishing.com About Larry Marion: Larry Marion is the CEO and editorial director of Triangle Publishing Services. Mr. Marion has more than 20 years of experience writing and editing publications about technology, healthcare and financial services. In addition to having his articles appear in InformationWeek, PC Week, CFO and Computerworld, Mr. Marion has also held editorial positions in the areas of finance and business. He was a senior editor for Institutional Investor magazine and a staff writer for Forbes and BusinessWeek. 16