6 Steps to White Papers Your Audience Will Love
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Transcript of 6 Steps to White Papers Your Audience Will Love
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6 steps to
WHITE PAPERS
your audience
will LOVE
…and move them to action
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What is a White Paper?
Gordon Graham …he wrote ‘White Papers for Dummies’ and 200+ WPs
A document containing narrative text
5-6 pages long in portrait format Has an introduction or executive summary Educational, practical and useful - not a sales pitch
Provides facts - not opinion
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Why are so many so boring?
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Not relevant Not engaging
No new insights Disguised self-promotion
1. Because the content sucks
…great content is king. Crummy content is the joker
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Lacks passion
2. Because the content…
…sound familiar?
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No time to read, so they
•skim •scan •skip
Your audience is time poor
…help them. Don’t put up hurdles
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3 seconds to grab attention
30 seconds to fully engage
3 minutes to tell your story
1. Grab them: the 3-30-3 rule
…you’ve no time to waste
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3 an arresting
headline
30 an intro that grabs them
3 a relevant story
3-30-3: what they need
…grab them quickly & keep hold
CYBER SECURITY How deluded are you?
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Short paragraphs with lots of gaps
Strong headings & subheads
Strong quotes in call-outs
Key paragraphs highlighted
Graphics, charts & images
2. Use the right formats
86% of victims had
evidence of breach
96%
of breaches were avoidable
Verizon Business, Data Breach Investigation Report 2013
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3. Stick to the facts
White Papers must:
inform
educate
illuminate
…and not promote (you or anyone else)
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White Papers must be:
•well researched
•well referenced
•well focused
•objective
4. Follow the rules
…or they’ll have zero credibility
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Speak to them in THEIR language Write from THEIR perspective
Focus on problems that keep THEM awake at night
5. Focus on them
What’s in it for THEM?
…it’s not about you
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Effective White Papers have
• Pace, direction & purpose
• Strong start, middle & end
• The power to engage & entertain
6.Tell a story
…they’re not just facts strung together like beads
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7. Be fearless
Show passion
Provoke them
Ask the tough questions
Take a stand or opposing view
Ooops! 2 more…
IT SECURITY ASSUME YOU’RE BREACHED
…bland is boring
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8. Target them
Segment your database & tweak content to: •Vertical or niche
•Buyer personas
•Where buyers consume
•What format suits
this is where the gold is…
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YES. Following these 6+2 steps, clients have increased White Paper downloads by 700% …and increased lead quality & quantity.
Does it work?
…ask us for examples