Writing B2B Content
How to get hired to write a white paper
Are you looking for work as a white paper writer? Think about this from your client’s point of view. Why should they hire you? Your answer can help you create your ideal customer avatar or persona… and land more business. In fact, most white paper clients have to consider three basic trade-offs: Time or money Writing experience or domain knowledge Full-service or text-only Knowing where…
Read MoreThe best of That White Paper Guy
Looking for tips and tricks on white papers? Let’s review some of the free resources available from That White Paper Guy. An infographic, an FAQ about white papers, recommended books, close to 100 easy-to-search articles, our LinkedIn group, and even a crash course in writing B2B content — we’ve got plenty for you to explore. Download our white paper infographic…
Read MoreMust copywriters show our faces?
Do white paper copywriters have to do video interviews? Do we have to show our faces to the marketing managers who hire us? Or to the SMEs we interview? Even when we’re working remotely and will never meet in person? I got that question recently from a writer with a pressing reason to ask. Experienced copywriter…
Read MoreWhen NOT to use a white paper
I believe white papers are the most powerful form of content any B2B company can produce. But there are times when using a white paper may not be the best choice to reach an audience. Whether you’re a white paper copywriter or a B2B marketer, remember that a white paper may not work well in any of these situations:…
Read More7 habits of highly effective white paper writers
The 7 Habits of Highly Effective People is an acknowledged self-help masterpiece. Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies. And it’s been translated into 38 (?!) languages. These seven habits make a lot of sense to me. And I’ve been thinking about how well Covey’s…
Read MoreMoving from copywriter to B2B content writer
Have you ever worked as a copywriter? Then, as a copywriter, you understand more about marketing than writers from any other career path. And you’ve probably got some wonderful skills. So why not cash in on the biggest writing boom in years: B2B content? What is B2B content? As you know, B2B content includes blog posts, case…
Read MoreMoving from journalist to B2B content writer
Have you ever worked as a journalist? Then you’ve got what it takes to move into the lucrative field of B2B content writing. After all, you know how to write fast and tell a compelling story to your audience. Your interview skills are top-notch. And, you’ve likely scanned through mountains of reports to find the perfect nugget for a story.…
Read MoreMoving from tech writer to B2B writer
Have you ever worked as a tech writer? Then you’ve likely seen B2B content like white papers and slide decks. You may even have written some yourself. You already know how to write precisely and explain how things work. So why not take advantage of the biggest boom in writing that’s come along in years? It’s…
Read MoreJournalists, consider writing B2B content
Journalism today is a classic “red ocean.” That means too many fish and not enough food. There’s blood in the water from all that competition, and all those kills. How did it get that way? According to this article in The Atlantic, U.S. print advertisers spent $45 billion in 2003. Ten years later, they spent only $19 billion.…
Read MoreCopywriters, consider writing B2B content
Are you a copywriter having trouble finding enough high-paying work? You may be looking in the wrong place. In some markets, competition is so fierce you can feel like you’re fighting with sharks for scraps. A pack of hungry writers circle and pounce on every project, bidding low and promising the impossible. Get out of the red…
Read More