White paper how-to report

MarketingSherpa's Special Report on how to write and syndicate a white paper is chock full of terrific tips. If white papers are part of your marcomm strategy, read this article in its entirety (open access until Dec. 9). Here are my quick takeaways on the 12 steps presented by Contributing Editor Dianna Huff:

1. Define your audience and objectives.
2. Solve the customer's most pressing problem.
3. Limit the length to 6-10 pages.
4. Write a title that promises a benefit.
5. Chunk up the content with subheads and bullets.
6. Write a compelling summary for search engines.
7. Collect only the contact info you need.
8. Submit to syndicates like Knowledgestorm.
9. Get spotlights on multiple sites on the same date.
10. Create and promote a companion podcast.
11. Promote the paper with e-ads, pay-per-click and PR.
12. Follow-up leads with a phone call, related content.

Getting back to the idea of corporate broadcasting, if you have a topic that's worthy of one or more white papers, then build a portal that brings all the tools for making a purchasing decision together in one place. Create video how-tos, podcast weekly chapters, blog on the issues surrounding the topic, email monthly tips. You get the idea.

Watch for MarketingSherpa's second installment on this topic, listing the major syndication companies.