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Reengineering the White Paper

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This section of our website focuses on the issue of white paper marketing, a key piece of the thought leadership marketing mix.

You'll see a variety of content here, and ways you can join the conversation:

  • A three-part Bloom Group series of in-depth articles on white papers (see below)
  • Short videos by Tim Parker and Bob Buday that explain this section, and our three-part article series
  • Bloom Group blog posts specifically on white paper marketing – i.e., shorter pieces on the topic. (Please feel free to post comments on our blogs. We love discussion and debate that lead to better ideas!)
  • A “newsstand” of articles about white paper marketing published in the business press, as well as by external bloggers 
  • A brief poll and longer survey that you can take to air your views

If you'd like to see other things here that would help shed light on the topic of white paper marketing, please email us at info@bloomgroup.com

AN INTRODUCTION TO THIS MICROSITE BY TIM PARKER

 

 

In-Depth Points of View

Developing Compelling Content

This is the first of a three-part series on the staple of every thought leadership marketing campaign: the white paper. Most white papers are ignored or forgotten soon after they are published. But a few connect with executives and open doors. Those that make an impression are not distinguished by their presentation or marketing; they have a compelling point of view. In this article we explain how to develop content that will make an impact.

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Shifting Marketing to "Entice and Engage"

This is the second of a three-part series on white papers, a marketing tool that is essential to thought leadership marketing programs. In this part, we explain how to generate substantially more leads than typical white paper campaigns deliver. In particular, we show the advantages of shifting from directly distributing white papers through "biased" channels, to indirect and "unbiased" channels. 

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Accelerating Time to Leads with Topic Microsites

This is last part of our series on white paper marketing, a key piece of the thought leadership marketing mix. In this installment, we show how to develop and market the content of a white paper concurrently rather than sequentially, building an audience from Day 1 and long after the article is published. The secret: creating a topic microsite on Day 1 that becomes the go-to place to learn about your point of view.

 

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