Table of contents for

The White Paper Marketing Handbook

by Robert W. Bly

• Introduction
   
• Chapter 1: The “Edu-Marketing” Revolution
  • Edu-Marketing Versus Traditional Marketing
  • Why White Papers Work
  • Reaching Prospects with Both Immediate and Future Needs
  • Positioning Yourself as the Expert
  • The Edu-Marketing Mindset
  • Common Objections to White Papers
  • Why White Papers Fail...and Succeed
  • Case Study: International Paper
  • Bait Pieces
  • Content as a Marketing Tool
     
• Chapter 2: What Makes for an Effective Bait Piece?
  • Are Words Necessary?
  • Creating the Basis Document
    • List Format
    • Question and Answer Format
  • Choosing the Topic for Your Bait Piece
  • What Makes for an Effective Bait Piece?
  • Creating Your Content Matrix
    • Building Your Content Matrix
       
• Chapter 3: Your White Paper Marketing Plan
  • Step One: Determine Your Target Market
  • Step Two: Problem Identification
  • Step Three: Solution Identification
  • Step Four: Content
  • Step Five: Media
  • Step Six: Tactics
  • Step Seven: Schedule
  • Step Eight: Budget
  • Step Nine: Objectives
  • Step Ten: Measurement
  • Creating White Papers That Drive Sales
  • Coming Up with Ideas for Bait Pieces
  • Marketing to Technical Professionals
  • Marketing to Executives
     
• Chapter 4: Creating White Paper Content
  • Assembling Your White Paper Team
    • Finding the Right Writer for Your White Paper Project
  • The White Paper Writing Process
    • The 10-Step White Paper Writing Process
       
• Chapter 5: Writing Your Bait Piece
  • 9 Characteristics of EffectiveWhite Papers
  • The 12 Most Common Technical Writing Mistakes
  • Writing Compelling Bait Piece Titles
  • Writing the Case Study
     
• Chapter 6: Graphics and Production
  • The Ultimate Secret to Successful White Paper Design
  • The 14 Biggest Graphic Design Mistakes
     
• Chapter 7: White Paper Alternatives
  • White Papers
  • Tips and Tip Sheets
  • Booklets and Pamphlets
  • Special Reports
  • Monographs
  • Resource Guides
  • Manuals
  • Audiotapes
    • Audio Albums
    • Power Packs
  • Videotapes
  • CD-ROMs and DVDs
  • Newsletters
  • Software
  • Seminars
  • Articles
  • Books
  • Teleconferences and Webinars
  • Content-Rich Web Sites
  • Blogs
  • Case Studies
    • 8 Ways to Recycle Case Studies
  • Tips on Using Testimonials
  • Brochures
     
• Chapter 8: Using Direct Mail, Ads, and Other Lead-Generating Communications
  • 5 Ways to Design Your White Paper So That Your Prospects
    • Want to Get It
  • 33 Ways to Get More Bait Piece Inquiries from
    • Your Space Ads
  • Using Direct Mail to Generate Sales Leads
    • Profits from Postcards
    • Postcard Decks Are Great for Selling Bait Pieces
    • Using Direct Mail for Trade Shows
  • Radio Commercials Can Get Your Phone Ringing Off the Hook
  • TV Advertising for Lead Generation
  • Generating Inexpensive Inquiries with Free PR
  • 50 Lead-Generating Tips
     
• Chapter 9: Edu-Marketing Online
  • Generating Internet Leads with Online Conversion
  • Planning the Online Conversion Series
  • Publish Your Own E-Zine
  • Building Your E-Zine Subscriber List Using “Safe Lists”
     
• Chapter 10: Measuring and Improving Your Results
  • How They Did It
    • CASE STUDY: Studebaker-Worthington Leasing’s Free Sales Training for Resellers
    • CASE STUDY: Fortune Magazine and Multiple Premiums
    • CASE STUDY: Money’s Starter Kit
    • CASE STUDY: Steve McIntyre, The MFA Group
    • CASE STUDY: Commercial Property Services
    • CASE STUDY: Hewlett-Packard Oscilloscopes
    • CASE STUDY: Canon® Workstation
    • CASE STUDY: Tektronix Free Bright Ideas Book
    • CASE STUDY: The Million-Dollar Pool Builder
    • CASE STUDY: Ghostwriting Articles for Trade Journals
       
• Appendices
  • Appendix A: Resources
  • Appendix B: Model Documents