This exciting new book is the first to tell marketers across industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales. Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers - and measure the results.
Chapter 1: The "Edu-Marketing" Revolution
Chapter 2: What Makes for an Effective Bait Piece?
Chapter 3: Your White Paper Marketing Plan
Chapter 4: Creating White Paper Content
Chapter 5: Writing Your Bait Piece
Chapter 6: Graphics and Production
Chapter 7: White Paper Alternatives
Chapter 8: Using Direct Mail, Ads, and Other Lead-Generating Communications
Chapter 9: Edu-Marketing Online
Chapter 10: Measuring and Improving Your Results
"Bob Bly, consummate expert in business communications, adds this worthy volume on 'white papers' to his long list of books packed with excellent advice."
--Bob Donath, B2B Marketing Consultant and Writer--
"At first glance this looks a niche book. But it's a lot more. It's an entire course in marketing, which in a way makes sense, since the central subject is 'edu-marketing.' And who better to write about it than 'Professor' Bly?"
--Rick Kean, Executive Director, Business Marketing Association--