White paper tips from TechTarget

by Gordon Graham, Editor, SoftwareCEO

Here is a quick summary of the 20 tips on white papers from the TechTarget article.

♦ White paper tip #1: Target each paper precisely

♦ White paper tip #2: Don't try to be all things to all people

♦ White paper tip #3: Cater to non-IT readers

♦ White paper tip #4: Teach, don't preach

♦ White paper tip #5: Tell, don't sell

♦ White paper tip #6: Fit the length to the audience

♦ White paper tip #7: Make each as granular as possible

♦ White paper tip #8: Pitch topics, not products

♦ White paper tip #9: Don't worry about consistent titles

♦ White paper tip #10: Use at the right time

♦ White paper tip #11: Move to case studies in time

♦ White paper tip #12: Find the right writer

♦ White paper tip #13: Find the right reviewers

♦ White paper tip #14: Kill marketing-speak

♦ White paper tip #15: Have a realistic budget

♦ White paper tip #16: Map out a realistic schedule

♦ White paper tip #17: Don't give leads to sales too soon

♦ White paper tip #18: Use cascading white papers

♦ White paper tip #19: White papers = content marketing