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Informationen zum Autor Gordon Graham - also known as That White Paper Guy - is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google. Klappentext Learn to: Plan, create, and promote effective white papers Pick the perfect style of white paper for your next project Manage a white paper project with a 12-step process Discover how to write great white papers, and use them to boost your business! White papers are a challenging form of content marketing that takes years to master. Luckily, this hands-on, friendly guide gives you a shortcut. Whether you're a marketing manager seeking to use white papers to promote your company, or a writer looking to break into this well-paying field, White Papers For Dummies gives you practical, step-by-step advice on planning, creating, and promoting effective white papers. Get started -- find out what white papers are, who reads them, and whether your company (or client) needs one Plan a white paper, fast -- pinpoint the audience, purpose, topic, key points, and call to action for your white paper Master highly effective habits -- discover how to think like a lawyer, write like a journalist, and promote like a madman to make your white paper a hit Tricks of the trade -- avoid common pitfalls that trap beginners creating their first white papers Reach your target audience -- get a crash course on ways to promote your white paper and get it discovered, read, and shared Open the book and find: Why white papers are called "the king of content" The huge opportunity for writers Outlines for the three main types of white papers More than 40 ways to promote a white paper Tips on finding powerful sources Ten ways to improve a white paper title Advice for white paper designers How to use white papers throughout the sales process Zusammenfassung A fast and easy way to write winning white papers! Whether you're a marketing manager seeking to use white papers to promote your business! or a copywriter keen to break into this well-paying field! White Papers For Dummies gives you a wealth of practical! hands-on advice from one of the world's leading experts in the field. Inhaltsverzeichnis Introduction 1 About This Book 2 Conventions Used in This Book 2 What You're Not to Read 3 Foolish Assumptions 3 How This Book is Organized 4 Part I: Getting Started with White Papers 4 Part II: The Three Flavors of White Papers 5 Part III: From Foggy Idea to Finished Document 5 Part IV: Succeeding with White Papers 5 Part V: The Part of Tens 6 Icons Used in This Book 6 Where to Go from Here 6 Part I: Getting Started with White Papers 9 Chapter 1: Unleashing the Power of White Papers 11 Seeing a White Paper for What It is 12 Getting the scoop on the three flavors of white papers 12 Following a proven system for creating white papers 13 Declaring White Papers the "King of Content" 14 Seeing the growing trend to white papers 15 Spotting three flaws in many white papers 16 Using a mantra to avoid problems 17 Understanding Today's Complex Sale 18 B2B marketing has evolved quickly 18 Today's B2B buyers do their own research 20 Profiting from White Papers 22 At the top of the funnel 24 Throughout the funnel 25 At the bottom of the funnel 26 Discovering Who Uses White Papers and Who Should 27 Chapter 2: An Exciting Opportunity for Writers 29 Sizing Up the Possibilities 30 Looking at three trends pushing white papers to the top 30 Understanding why mar...
