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Best Practices Series: Beyond The White Paper

Creating Content That Delivers Results: How To Present Professional Information That Transforms IT Prospects To IT Customers

How do you reach out and grab your prospects attention? And how do you hold their attention from their first tentative inquiries all the way through their ultimate buying decision?

In this white paper, Elliot Kass, UBM TechWeb’s Vice President of Content Marketing, outlines three steps for executing a content marketing strategy that can successfully convert nonchalant prospects into committed customers, including:

  1. Planning your content around customers’ needs
  2. Planning a content marketing plan that efficiently moves your target audience from one buyer readiness stage to the next
  3. Choosing the right medium for your message

Download the white paper today, and start transforming IT prospects to IT customers.

Beyond The White Paper: Creating Content That Delivers Results
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About The Author: Elliot Kass

Elliot has been a leader in high-tech journalism and marketing for more than 20 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.

2 comments
hydromax30
hydromax30

I support this,if you follow any of the Content Marketing Institute data on what content is most consumers, white papers are still up there as being the most powerful (well below many of what you've listed).

Ryan Malone
Ryan Malone

Hi Elliott - thanks for the great article. It struck me as odd that you didn't pay much attention to the white paper at all in this piece. Yes, you gave a nod to it in a sentence, but it is still the de facto anchor content for many industries.  Many e-books are essentially white papers with pictures unless they are more how-to style.

 

Couple reasons for my comment: if you follow any of the Content Marketing Institute data on what content is most consumers, white papers are still up there as being the most powerful (well below many of what you've listed).  They are very influential.  They sometimes get a bad name because vendors often confuse a white paper with a brochure.  I white paper is not two paragraphs of market data followed by 10 pages of product propaganda. Those types of white papers fail.  They best and highest performing ones are educational - much like this one.

 

Second, the idea that you've insinuated that the white paper is less important, while utilizing a white paper to communicate the message, seems a little ironic ;)

 

The key message is that a well-rounded and consisten content marketing plan is the best approach, taking into account all the different media types and how they match buyer personas.  Of all the content marketing campaigns we've managed clients, the most effective cover at least three of the areas you've discussed.  What you didn't mention was how to take one or two of these ideas and leverage them across all the other channels to ensure you are maximizing your reach for each piece of content.

 

Ryan - SmartBug Media - a <a href="http://www.smartbugmedia.com">content marketing company</a>