By Brent Applegate
Some people think a white paper is simply an extended sales pitch. They expect to just cast it out on the Internet, and hope it catches a few leads. If this sounds like your view, check out the recent TechTarget webcast, Getting on the “Short List”: Best Practices for White Paper Marketing. According to Marilou Barsam, VP of Client Consulting at TechTarget, “The white paper is the glue that holds any program or campaign together.”
The webcast, based on an extensive study of TechTarget users, reveals that white papers are used very early in the technology buying cycle. “A white paper plays a critical role early on, so you have to look at it both as a branding vehicle and as a lead generating vehicle,” explained Barsam. TechTarget’s research indicates that while IT professionals use white papers as a decision-aid when choosing among competing products, they also use white papers extensively to develop a short list of vendors.
The webcast suggested the following white paper best practices:
- Deliver content with strong, objective analysis of your technology.
- Lead with a clear title and concise abstract.
- Use proven formats.
- Require registration.
- Promote your white paper.
- Create customized pages to support your white paper on your website.
- Prepare for quick and qualified responses.
DISCUSSION: Discuss this topic at the WhitePaperSource forum.
