Author Description

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 submitt