by Mark Brewer

Tech Content Success Hinges on the Story Angle

People researching tech solutions have a lot of content to sift through. Unfortunately, much of it is consistently dull and uninspiring. In this sea of sameness, how much of it actually has an impact? Does it position the brand as an authority and differentiate it from the competition? Does it get a return on investment by generating brand value or leads? Does it get read or downloaded? 

To get readers to start reading, keep reading, and remember your brand, you need a good story angle and an engaging, conversational voice. In this blog, we’ll discuss story angle and cover voice in a subsequent blog.

Continue reading →
Hook tech readers with emotion
by Mark Brewer

How to Hook Tech Readers With Emotion — Without Getting Emotional

Believe it or not, white papers evoke all sorts of emotions. Unfortunately, those emotions might be frustration or annoyance if your white paper doesn’t deliver on its promise.

But you can evoke emotions in your white paper that will bond the reader to the message and your brand. The formula is actually quite simple, and is a time-tested method for persuasive writing.

First, avoid the two things that drive white paper readers nuts: writing a product brochure disguised as a white paper or not focusing on a clear solution. Give white paper readers what they want, which is a fact-based discourse on a specific solution.

The Emotional Touch Point Is in the Business Challenge 

Use the time-tested problem-solution format for your white paper. Start by describing the problem and its symptoms, because it’s the symptoms that touch the emotions. It shouldn’t be too emotionally descriptive, because it could come across as manipulative. But if the problem being described causes people to be frustrated, stressed, overworked or overwhelmed — or anything else that people like to avoid — mention that. 

Continue reading →
Get more leads with your white paper.
by Mark Brewer

4 MORE Ways to Supercharge Your White Paper for Lead Generation

White papers are a win-win for marketers eager to establish authority, build brand awareness and generate qualified leads, and for buyers and influencers who need credible information to help them make crucial buying decisions. 

Especially in this age of business modernization, white papers are becoming more important than ever in positioning your company or solution as the go-to provider of your product or service. 

Readers have certain expectations when it comes to what they want in a white paper. In my last blog post, I covered the four top things to get right with your next white paper: 

  1. Strive for clarity in the text 
  2. Pay attention to length
  3. Open with a summary, close with a conclusion
  4. End with a call to action

The next four tips are more about making your white paper shine and attracting attention to it. 

Continue reading →
Lead generation for white papers
by Mark Brewer

4 Ways to Supercharge Your White Paper for Lead Generation

White papers are still the king of content when it comes to attracting and nurturing qualified leads for complex or expensive solutions. But many white papers fail in their mission to get results. 

As more and more white papers are published, getting it right has never been more important. Start with these two steps, which are covered in more detail in previous blogs. 

Step one: Be aware of what white paper readers want, and avoid the two things that drive them nuts.

Step two: To attract the most qualified leads, base your white paper on a topic that’s of high importance to your best prospects. Then write the content and title to address their pain and how your solution cures the pain. 

To increase readership and leads even more, follow one or more of the following tips.  

Continue reading →

Best practices and process drive winning white papers.
by Mark Brewer

Best Practices and Processes Drive Winning White Papers

Processes save time and money by guiding experienced professionals through a series of time-proven best practices to reliably create something of value. By not following a process, you make things up along the way, reinventing the wheel for each project.

The primary advantage of a process is that it manages a number of common but potentially vexing problems and pitfalls early in the game. This saves time, money and frustration down the road and positions the project for success. Processes are all about success.

Continue reading →

Chicago B2B Tech Marketing Writer
by Mark Brewer

White Paper Writing for Lead Generation

For selling complex and expensive products, white papers are essential marketing tools that can elevate your brand, position your company as a trusted expert, promote your proprietary technology or idea, and capture or nurture a qualified lead.

B2B buyers do their own research — mostly online — before reaching out to a vendor. This is why white papers are so important. They get you into a conversation that’s already in progress.

White papers can take many forms, such as lists, which are great for building awareness, or backgrounders, which help in seal the deal with established prospects.

But for lead generation, a well-written, reader-centric problem/solution white paper delivers the most impact and makes the best impression on your most highly qualified prospects. It builds trust, which motivates action.

Continue reading →

Chicago B2B Tech Marketing Writer
by Mark Brewer

Two Things That Drive White Paper Readers Nuts

If you’re using white papers to nurture or generate leads, getting your white paper right has never been more important. As white papers proliferate, it’s important to be aware of how to get your white papers to cut through the clutter and position your solution as the best choice.

Unfortunately, many white papers miss the mark when it comes to satisfying reader expectations. According to “Technology Buying and Media Consumption Survey, Report 2” by TechTarget and CMO Council, there are two things that drive white paper readers nuts. If you avoid these two hazards, you’re well on your way to a winning white paper.

Continue reading →

Chicago B2B Tech Marketing Writer
by Mark Brewer

3 Ways to Hook B2B Tech Readers

In a river of repetition, what will readers hit?

What if an angler drops a line in the river with something new, fresh and tasty on their hook, would that give them an edge? If they know where the fish are, then yes.

But when it comes to messaging, content and sales copy, business-to-business (B2B) tech marketers all seem to be shopping at the same bait shop.

Continue reading →