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Best Practices Series: The Five Secrets of Great Tech White Papers

What makes a great tech white paper?  What’s the difference between a white paper that “goes viral” and one that languishes behind a lead gen form?  In this white paper, Elliot Kass, UBM TechWeb’s Vice President of Content Marketing, explores the value of white papers to the tech audience, and shares his five secrets for producing great ones.

Elliot offers insider advice about how to position and convey your content credibly and objectively, as well as specific tips to make your content stand out and get noticed.

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Tech Marketing Best Practices: The Five Secrets of Great Tech White Papers
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About Elliot Kass, VP of Content Marketing, UBM TechWeb

Elliot Kass has been a leading force in high-tech journalism and marketing for more than twenty years. A founding editor of InformationWeek, he’s held senior marketing positions at IBM and Computer Associates.Responsible for UBM TechWeb’s client-driven content development, Elliot works with hundreds of clients across the high-tech spectrum to craft messages and deliver information for diverse audiences of technology and business professionals.

5 comments
Customized Essay
Customized Essay

After reading your post i have a better understanding about this.Your post have the information that is helpful and very informative. I would like you to keep up the good work.You know how to make your post understandable for most of the people.Thumbs up and Thanks.

Mark McClure
Mark McClure

This white paper's a great example of a length and style appropriate for senior level decision makers who are always pressed for time, and read/scan info on the go and in small chunks. I'd be interested to hear Elliot's view on whether such a paper should remain behind a registration form. If the paper is good and the distribution goes viral, then a micro-site landing page with related information in various formats may do much to build interest and generate demand for more detail on a vendor's specific solutions and services.

Ginny Hare
Ginny Hare

I'd agree with Rachel that keeping the length to 10 pages (or less) is more likely to get more readers. I like the recommendation about giving more visibility to the paper through tweets, blog posts, press releases, etc. Thanks for the quick summary of these valuable points.

Rachel Agheyisi
Rachel Agheyisi

Good reminders. As a white paper writer, I find Secret #1 remains a major obstacle for clients -- the temptation to (push) sell is so strong. I agree with keeping it user-friendly (Secret #3)-- I'd even say keep it close to 10 pages for all the good reasons identified in the report. Getting the length of the white paper right is not only considerate from the reader's viewpoint, it's cost-effective from a budgeting viewpoint especially if it is an outsourced project.

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