Many of the companies for the use of White's interest in and to build customer engagement. These product or service to the need to consolidate its position to identify and market to the authority of the provider.
Four ways to avoid the bad content
If you want to promote your product or service, it is necessary to first identify your sight, then, find out exactly what they really want to know. Here are four common mistakes to avoid:
1. research-technology transfer, dated quickly. If the paper is more than a year old is not likely to be interest in patenting.
2. the Sales approach-a white papers is designed to be flagrantly is not sold.
3. no epaammattimaisen-if you are in the papers, or poorly designed, inconsistent, it reduces your message.
4. in order to avoid messages "one hat fits all" approach, your prospect has a set of unique local challenges that must be dealt with.
Three steps to creating an effective content
The Organization, to produce quality content down the authority of the selected topic. Good piece of content, such as the formula is usually followed:
1. lift the challenges faced by your audience.
2. Provide advice free of charge or for a neutral opinion, forbidden by the ruling.
3. when the installation is complete the tip at your own offering.
The content of the two kinds of success
Tailor the content and form of the person who carries on the work/function. Therefore, two distinct forms, the contents of the invitation to tender must exist:
1. research papers, technical approach, these documents provide objective, exceeding the market framework and often contain information on future trends and forecasts. The most well known papers by independent agencies, for example, Gartner, IDC and Forrester.
2. the Benefits of marketing to drive to attract the general public of the copied-to, such as, for example, provide a clear, recognizable as soon as the solution to the problem: "10 Easy steps ..."
Research Papers
The best way to create an effective investigation to identify the contents of your sight, specify exactly what they want to know-then the Commission will need to create the company's trusted research paper. The following steps provide useful guideline:
1. Know your sight-who are they? What they want to know?
2. experts from the Commission, known as the trust of the research enterprise.
3. Keep current-preferably less than six months old.
4. Be not sold-filled in as objective a finished piece.
Useful to drive the marketing copy
Marketing copy should be sent to the solid advice on how to easily to digest format. A good informative content to establish the Organization's Vice President of the market place and to do more inclined to trust the solution in the future. Consider the following:
1. in the title-it's a simple example, and run in front of the "Your step-by-step Guide to ..."
2. a length-to keep the copy of the collapse is not empty.
3. Emotional hue to identify prospects for emotional concerns. for example: If you are a
is the security solution, the audience is aware of the potential dangers.
4. the readability-direct short phrases are easier to read.
Total, if the publications are useful and impartial, they let you categorize the market leader in the area. The audio and the method depends on you. Remember, the important thing to remember is to keep the content useful! If you can do it also, unique, timely and urgent, should be very successful.
Mark Warburton, Editorial Assistant, http://www.idgconnect.com/blog has been modified
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