High-Tech Communicator

5 Ways to Make Your Content Useable

Customers who turn to vendor content for solutions want practical information they can use instantly. The way content marketers present information helps determine how usable the content will be.

The following tips can help you make your content easier to use to better serve your marketing goals. 

1. Think bite, snack, meal. Present content the way readers consume it — bite, snack, meal. Start by attracting the reader’s attention through a quick, tasty bite of information. That bite is the headline, which should telegraph who the piece is for and how they will benefit by reading it. Callouts offer interesting tidbits to intrigue the reader. The snack offers more substance to draw the reader in. The snack is the executive summary that tells the reader what they can expect to find in the paper. It also includes subheads that show the outline at a glance. Once the bite and snack draw the reader in, they’re ready for the meal — the rest of the paper.
2. Format for readability. Formatting makes copy more readable and enticing. Subheads break up the text and make it easy to scan. Bulleted lists are easier to digest. Captions for photos, diagrams or charts help the reader skim the piece. Incorporate plenty of white space in your design to make it easy on the eye.
3. Use repetition. Different people read text in different ways, so don’t be afraid to present the same information multiple times. The old adage for speeches — tell them what you’re gonna tell them, tell them, tell them what you told them — applies to content. Repetition acts as a directional signal so people can tell instantly what point you’re trying to make. It’s also a good idea to repeat information in callouts and captions, since people skim these first and may or may not read the rest of the piece.
4. Present information visually. Look for ways to present information visually. Can you include a chart or table? Does a paragraph lend itself to an illustration or an infographic?
5. Incorporate multimedia. With more white papers being published online, content marketers have the opportunity to incorporate multi-media, such as links to other articles, podcasts, or videos. This allows you to cater to people with different learning styles.

By following these presentation tips, you can give readers more entry points and enticements to consume your content — and take action.

 

8 Tips for Writing Great Content

You need two things to create successful content: a thorough plan based on an understanding of your audience, your message, and your desired result — and excellent execution. When it comes to content, good execution means good writing.

Following these 8 tips will help you keep your writing on track.

1. Focus on one message. If you have too many messages, people will get confused and won’t understand any of them. Give readers one message. Think of it as your thesis. All points must prove or disprove this thesis.  
2. Write a clear headline. The headline is the first thing that draws people into your piece, whether they use a search engine or see the paper in print. Since most papers live primarily online, make sure your headlines include keywords. Also, give the reader a clear view of who the paper is for and what they can expect by reading it. Highlight any benefits.
3. Include a subtitle or executive summary. People want to quickly determine whether they should read the rest of the piece. A two- to three-line subtitle can summarize a shorter article. Use an executive summary to communicate the essence if a longer piece, such as a white paper. For example, when you’re writing an educational white paper, highlight the trends, challenges and opportunities, the solution, and the benefits. Sell the value of reading the paper.
4. Eliminate unnecessary repetition. Repetition is a good thing if you use it for a reason. For example, repeating information from the body of your paper in your executive summary and conclusion, as well as in captions and pull quotes draws the reader in by presenting tantalizing tidbits. Repetition can also be used for emphasis or to create a pleasing rhythm. Unnecessary repetition is another story. Often when I edit papers from nonprofessional writers, I’ll see the same information, stated in slightly different words, in multiple places. This leaves the reader wondering whether the piece is saying the same thing or two different things.
5. Let it flow. Every paper should make a logical argument. In marketing, this argument is usually about how a specific solution solves a particular customer problem. While you can incorporate several benefits of the solution, they all must support one primary message. Put any interesting but extraneous information into a sidebar or a different paper.
6. Write clearly. Logical flow is one aspect of clear writing. Good paragraph and sentence structure are others. Use active rather than passive voice whenever possible. Strong action words are better than adverbs with nouns. Edit to eliminate unnecessary verbiage. Check for consistency: use one person (I, you, he or she, they) throughout, use the same tense, spell words and use punctuation consistently. For a thorough education on how to write clearly, check out William Zinsser’s “On Writing Well” or Strunk and White’s “Elements of Style.”
7. Conclude properly. Every piece should have a conclusion. The conclusion should summarize key points and highlight a key takeaway.  
8. Ask for action. Marketing content should tell the reader what to do next. This step will be determined by your audience and where they are in their buying process.

By following these tips, you can ensure that not only is your piece well conceived, but also well executed so that you can fully achieve your content marketing goals.

Research – Your Key to Leveraging SMEs to Create More Content

After you’ve completed a project plan that details the audience for your content, the messages you want to deliver, and the action you want readers to take, you’re ready to start creating your content.

You’ll want to take advantage of the expertise from your subject matter experts to learn more about your target audience and their challenges that your solution addresses. But SMEs are notorious for being crazy busy.

Research helps you make the most of your time with SMEs. Research gives you background on the topic so you can ask better questions up front. After your interview with the SMEs, it helps you fill in gaps in your knowledge while minimizing the need for additional time.  

Here are some tips for conducting research:

Find the Right Materials

Research starts by knowing where to look. Research materials for content marketing projects should include:

• Trade publications, analyst reports, and external “expert” blogs. These resources provide background on issues, trends, and the solution category. Be on the lookout for qualitative and quantitative research that you can use to back up your points. Data makes your piece credible.   
• Customer success stories provide insight into how customers are impacted by industry trends, what triggers push them to look for a solution, why they select your product, and how your solution helps them. Since some customers have their own quirky reasons for purchasing a solution, look at as many success stories as you can to gain broader insight.
• Internal presentations, webinars, blog posts, white papers, collateral, competitive matrixes, and messaging documents help the writer get up to speed quickly on issues, trends and product messaging.
• Materials from your competitors, such as white papers, articles, blog posts, posts on other social media and case studies can offer insight into industry trends — not to mention your competitors’ positioning.

Sift Through the Research

Start by using your research to simply learn as much as possible about a topic. No one is an expert in everything. And even if you know a lot about a particular area, the industry is moving so quickly that it’s impossible to know all the latest trends. I read every article I can find on the topic. Often one piece will explain one concept in more depth than another or provide just the right color to make the topic understandable or will contain slightly different points. By reading five to ten articles on the same topic, you’ll get a more complete picture.

By looking at competitors’ materials you can also see their different “takes” on industry challenges and trends. How do your positions compare and contrast with those of your competitors? Are there any gaps that you can fill? Do you have any unanswered questions? This can be an opportunity to highlight your company’s unique perspective.

Write an Outline and Look for Holes

Create a preliminary outline based on your research. I often do multiple iterations of these outlines to tinker with the logic and the flow. This process also helps identify gaps that I’ll need to fill with interviews with subject matter experts. Coming to interviews prepared will minimize your impact on their time.

By doing thorough research, writers can get themselves up to speed on a topic without having to take more time from subject matter experts than necessary. This research can also target gaps that the company has an opportunity to fill with a fresh perspective.

9 Ways to Make Your Content More Useful and Compelling

Service journalism offers a model for the engaging and compelling content B2B marketers must create to ensure their content-marketing campaigns are successful. Practiced in publications as diverse as Car and Driver, American Bride and PC Magazine, service journalism delivers useful content that helps readers take action immediately.

As a content marketer, you can easily adapt the tricks of the service journalism trade to your campaigns. Educational articles can describe how the marketers’ products solve a particular customer problem. You can create pieces on how to purchase your particular type of service. You can even publish papers on how buyers within the organization can convince their manager they need budget for your solutions. By incorporating the conventions of service journalism into your B2B-Marketing content, you benefit from time-tested tools that make content more engaging and compelling.

The following are 9 tips and tricks gleaned from service publications that you can use to make your content more successful.

1. Relentlessly focus on your customer. If you follow only one tip, make it this one. Service publications laser focus on readers. These publications constantly perform surveys, organize focus groups, and engage in informal conversations. As a B2B content marketer, you need to get to know your customers as intimately as do service publications to create content that addresses real customer concerns and engages your audience. 
2. Make content usable. Service publications rarely create articles only to be interesting. Articles must also be useful. If a technology magazine writes about a trend, it will focus on how that trend might impact the reader’s business and what they can do to be prepared. If they write about news, it’s news you can use. If they write a customer story, it will show how other people are solving a problem other readers are likely to face. “How to” articles are commonplace. 
3. Put content into perspective. Publications of all types explain how stories fit into larger trends. Content marketers should do the same to help readers understand why they should care about your story. For example, start a piece by discussing your customers’ most pressing business issues — and then relate your content to those overarching challenges. This will give context to your content. For example, the recession of 2008 was a challenge that affected virtually every business. Many businesses responded by cutting expenses. A piece written at that time could have described how the product addressed business needs by reducing costs. 
4. Make your content credible. Information is not useful if it’s not credible. Service and other publications know to back up statements with facts and data. Magazines, researchers, and analysts publish all types of studies that you can use to back up your own arguments in your content—just be sure to cite the source.
5. Be surprising. Putting a surprising twist on even the most ho hum topic can make your content memorable. According to the book “Made to Stick,” the first problem of communication is getting people’s attention. The most basic way to get their attention is to break a pattern. Service publications run articles on surprising things you can do with a particular product all the time. This type of article is easy to adapt to content marketing.  
6. Provide news customers can use. Most service publications provide information and analysis about news and trends to help their readers with planning. Your content can use news to support your marketing objectives. For example, if you’re a vendor of cloud-based solutions, you might use news to engage buyers looking for information that makes a decision to use cloud based phone systems feel less risky. You might include reports showing adoption trends, cloud headlines from mainstream news sources, and non competing blog posts that demonstrate relevant use cases or success in different verticals.  
7. Be provocative. Service publications often have columnists who specialize in being provocative. For example, John Dvorak of PC Magazine will write controversial opinions—often expressly to provoke a response from readers in the form of letters to the editor. Whether readers agree or disagree, the publication wins because they are engaged. Few B2B marketers are willing to be provocative in the same way as a publication. However, they can be provocative in the sense of providing readers with a new angle on a situation. As Philip Lay, Todd Hewlin and Geoffrey Moore wrote in their article “In a Downturn, Provoke Your Customers,” that appeared in the Harvard Business Review, you may want to consider ways to provoke your customers to think that their current way of doing business puts their business at risk and that to overcome these risks, the prospect must think about their business in a completely different way. This method is particularly useful for attracting attention during severe economic downturns. And in good times, it can lend power and urgency to products or services that are nondisruptive or relatively undifferentiated in their markets.
8. Present information in a useful way. Service journals use all kinds of design and layout techniques to make content more useful. A product review will come with a fact file that briefly summarizes the salient points and how to contact the vendor. A product comparison will come with an easy-to-read chart. You’ll often see a checklist summarizing tips described in the article. You’ll find lots of info graphics. All of these devices can be included in your content marketing so people can use the information quickly and easily.
9. Have fun. When all else fails—and even if it doesn’t fail—make your content fun. While you don’t want to get cute in titles that must be friendly to search engines, consider clever headings and subheadings—as long as any wordplay doesn’t obscure the meaning. Insert humor if you can. Include a fun turn of phrase where possible.

Service journalism has perfected the art of creating useful content and presenting it in an actionable way to help people learn about and purchase advertisers’ products. By applying some of the tricks these publications have perfected to your B2B-marketing content, you can create content that’s compelling and engaging to your customers.

How do you make your content more useful and compelling?

Establish the Right Tone for B2B Advertising

I’ve always felt that a factual, journalistic tone is most effective for B2B marketing materials, and that buyers want a straightforward description of the benefits of purchasing a particular solution. Technology buyers are very smart and very skeptical of anything that smacks of hype.

I recently ran across an interesting study by Harte Hanks that backs up this view. “Mapping the Technology Buyer’s Journey” looks at how technology buyers purchase products. One of the questions the study asks is, “How effective are the following marketing ‘tones’ in initially attracting your attention to technology product advertising?”

• The most effective (87%) in attracting attention was a factual tone.
• Next (83%) was cost/value-oriented.
• Also highly effective (79%) was benefit-oriented.

Humorous (17%) and edgy/cool (15%) received far less favorable ratings. Moreover, the study found that the higher the level of the responder in the organization, the less effective these two tones become. If you’re going for an executive level audience, it pays to avoid a humorous or edgy tone.

It’s nice to see my opinion validated.

How does this research reflect your results?

What’s Your Philosophy of Writing?

The other day, I was talking to a marketing manager at a large technology company about a potential writing project. Usually, in an initial get-to-know-you phone meeting, marketing people will ask what types of projects I do and how I work—all  very tactical questions. But this woman asked instead, “What’s your philosophy?”

“Wow! That’s refreshing,” I thought. “No one’s ever asked me that before.”

Her question gets to people’s perception of writers. Often, people look at writing as a tactical task where the writer strings together sentences and polishes up the grammar. But when that’s all a writer does, marketers are invariably unhappy with the results and become distrustful of all writers. As one content expert recently noted, “Many writers seem to just not understand the topics, so while they may be grammatical experts, they destroy the message.”

By asking me my philosophy, this woman was saying that she understood that writing is a complex and strategic function that goes beyond stringing together sentences.

So What’s My Philosophy?

My writing philosophy centers around the type of writing I do and the process of writing.

Writing Types

With the idea of content marketing spreading like wildfire, marketers are actively looking to create content that describes how their solution helps people operate their businesses or do their jobs more effectively. The idea is that customers are actively looking for solutions for problems on the web and it behooves marketers who want to attract customers to give them what they’re looking for.

I come from a background of service journalism. In other words, I started out writing articles for niche publications that in some way, shape, or form provided information that helped people operate their businesses or do their jobs better. Whether it was a case study that showed how one business solved a particular problem, a comparative review of multiple products in a single category, or a trend piece that described changes an organization needed to be aware of, all of the articles I wrote always had a service bent. The white papers, case studies and other materials I write typically reflect that focus.

Writing Process

To create the type of materials I focus on, the writing process comes down to gaining a true understanding of the message the client wants to disseminate and then translating that into a piece that has meaning to the customer. The process is sort of like translating poetry from one language to another. This is more complex than it looks. After all, think about what would happen if you ran a poem through translation software. You’d get gibberish.

Why?  

Most poems are chock full of obscure references. If you don’t understand the references, you don’t understand the poem. But when you get a good professor to explain the poem, a whole new world opens up.

Similarly, pieces about technology contain all sorts of jargon, acronyms, and obscure references.

So for papers where the content is well defined, such as a white paper based on a sales presentation, the job of a writer is to be the poetry professor and translate the “poem” (in this case the technology) into language that students can understand. Since I’m not really an expert at any one technology, I do deep background research looking up obscure articles explaining the technology until I “get it” enough to explain to someone else.

But for many white papers, the client only has a 30,000-foot view of what they want to say. In that case, I need to come up with most of the content from scratch through interviews and research. I then shape it into something that meets the client’s criteria and that readers can understand.

So to summarize, what’s my philosophy to create value?

1. Create service-type pieces that help customers do their job or run their business better
2. Find out in a deep way what the client is really trying to say.
3. Make sure I get all the background I need to truly understand the message.
4. Learn what the customer wants to know and translate the message in such a way that the customer understands the value of my client’s message.

And that’s how writers add value to content during the writing process.

What’s your philosophy about producing marketing materials?

 

What B2B Content Marketers Can Learn from Niche Publications

When the personal computer industry burst onto the scene, so did a raft of new trade publications. And IT buyers scoured their pages for help with their purchase decisions.

Today, many of these publications are struggling, not because IT buyers don’t see incredible value in their pages, but because they’ve failed to find ways to monetize their services in the Internet age. Yet, buyers remain as hungry for content as always. And marketers that provide valuable content —especially when they do so for free—are reaping the benefits.

According to a recent study by ITSMA, “How Customers Choose Solution Providers, 2010: The New Buyer Paradox,” nearly 60% of respondents said that idea-based content plays an important or critical role in determining which providers make it into their short lists. And if providers go farther and use thought leadership to help companies clarify their business needs and suggest solutions, 30% of this group said they would consider sole-sourcing the deal.

Since marketing departments are new to content creation, they can learn valuable lessons from the pros of content creation—those niche publishers. Here are some tips from the pros:

Find out what readers are looking for.

Publications are obsessed with what their readers think.  When I was at PC Magazine in the late 80s, our mission was to help companies make purchase decisions—so we could sell ads to the companies trying to reach those decision makers. We did extensive surveys of readers to determine how they made purchase decisions, and we made sure that each page helped with that process. As a result, the editors shifted the focus of the magazine away from general interest articles about the new (at the time) technology and began doing hard-core comparative product reviews that would directly help companies make their decisions. Other publications surveyed readers on their interest level in various topics. At still others, we conducted extensive focus groups on readers’ interest in various types of articles.

Draw the reader in.

Publications understand that if a piece doesn’t immediately pique a reader’s interest, the reader simply won’t read further. Therefore, they always work to make sure each article has an enticing headline, subhead, and lead paragraph that would pull the reader in. For more information on what makes a headline enticing, see our six-part series on headlines.

Make sure your content is easy to read.

At PC Magazine, we had vast armies of writers and editors intent on making sure all the copy was conversational, easy to understand and error-free. Once a writer turned in an article, a so-called “line editor” often completely rewrote the copy to ensure it made sense and flowed logically. An executive editor then reviewed the text. Next, several “copy editors” looked at each individual line of copy for clarity, style consistency, spelling, and so on. Finally, at least two proofreaders would review each article for typos.

Write for scan ability.

Each article in publications always contain attractive elements that help the headline, subhead, and lead paragraph pull the reader in. These include interesting pull quotes, lots of charts and graphs, and captions. At PC Magazine we also created fact files about each product, which were short summaries of our reviews. These elements allowed readers to skim the article as they quickly flipped through it and still come away with the main points. If readers were intrigued by any of these elements, they would read the article to learn more.

By stealing these techniques from trade publications, marketers can better fulfill the information needs of their customers. And as research shows, by giving customers vital information, companies are more likely to land on the short list when it comes time for customers to purchase a product.

Has your company adopted publishing techniques?

So You Think Your Content is Customer Centric

While many technology marketers continue to create self-promotional, beat-your-chest marketing, many others realize that it’s more effective to create marketing content that addresses issues from the customers’ perspective. But while companies understand the idea of customer centricity in theory, they sometimes fall down in practice.

Recently, I was asked to develop a white paper explaining the value of a particular type of software application. The marketing manager sent me a list of value statements upon which the paper should expand. 

Yet when it came time to flesh out these value statements, the content owner kept veering back to a discussion of the product’s features and capabilities. After digesting my notes, I had to go back and re-pose two questions, “What exactly is the strategic business problem that your customers want to address? And what is the benefit to the customer of solving the problem in the manner you describe?”

I was finally able to extract the answers to these two questions by taking a stab at answering them myself based on information from the company’s competitors (some of which applied and some didn’t) and then running my answers by the content owner. Once the content owner saw what I was looking for, she was able to tweak and correct the areas I’d gotten wrong.

I learned several lessons from this experience:

1. Because they’re so focused on cool technology, companies think that the reasons one should adopt the technology are self-evident. Nothing could be further from the truth. With the lackluster economy, companies are looking to align their IT solutions with their strategic business objectives. In other words, no matter how tactical a product may seem, companies want to know exactly how that product will help them address their strategic business goals—whether those goals are to reduce costs, increase revenues, minimize compliance risk, enhance productivity or some other objective. It’s the job of marketing to make a compelling link between their product and how it addresses customers’ business goals.
2. There’s still confusion about what it means to be customer centric. Many knowledgeable content owners (and other industry experts) persist in thinking that talking about product functionality while sprinkling in a dash of benefit sounding language means they’re customer centric. Instead, you need to be able to elaborate on exactly how the customer benefits from the product.
3. Many companies still don’t know what a benefit is. Many companies simply describe their features and think that’s the benefit. It’s not. What is a benefit? As they say, the “feature is the drill and the benefit is the hole.”
4. Concrete examples are more powerful than abstract statements. When I first asked the content owner about the benefits of specific products, she kept going back to a discussion of features. When I prepared examples of what I meant, she was able to give me what I needed. For example, instead of describing all the whiz bang capabilities of the product’s user interface (e.g. graphical process flows, automated alerts, point-and-click, forward-backward navigation), I ran by her a benefit: “The intuitive user interface improves ROI by reducing training costs and by getting people to use the product to improve productivity faster.”

So, to make sure your marketing content is really customer-centric, see if you’re addressing the key strategic business problems the organization faces (as well as the tactical ones) and be sure to describe benefits instead of features.

How well does your company address your customers?

 

Why Content Marketers Need a Good Editor

Recently, Joe Pulizzi wrote a post in his Junta42 Content Marketing blog called “10 Reasons Your Content Marketing is Killing You.” Number 9 was editing. As Joe said, “Editing may be the most underrated piece of the content marketing process. Sometimes we as brands don’t understand that the first draft of a piece of content is called a good start. Enter the editor. Get one or hire one.”

Given the sizable amount of poorly written content, many content marketers may not be aware of the value an editor adds to your content-marketing efforts.

A good editor will read through a piece of content a number of times looking at it from various angles and will play several important roles:  

1. A sounding board. At the highest level, a good editor will look at the ideas you present, question them, challenge them, and even play devil’s advocate to make sure you’ve thought them through. For example, I recently edited a series of three white papers—all expounding on different aspects of a single theme. As I reviewed the content, it quickly became apparent that each paper did not make a coherent argument, nor did the series as a whole. Once I interviewed the author to determine the argument he was trying to make, it became apparent that certain sections did not make sense in the paper in which they appeared—they made more sense in another paper or section. Other sections did not support the argument at all. A good editor will question everything you’ve written to make sure that everything that appears on the page makes sense.
2. A voice of logic.  Not only must a good piece of content make an argument, the argument must flow logically. A good editor will look at every paragraph to determine whether it advances the argument, whether it’s in the proper location, and whether the transitions between paragraphs make the reason the paragraph appears in the paper apparent to the reader.
3. An advocate for the reader. The other day, my husband and I were booking airline tickets on the Delta website. At one point during the booking process, they asked, “Are any of the passengers above fourteen years or younger.” Because there was no context to explain why they were asking the question, it took us both several minutes to figure out what they were talking about. If one of your readers has to puzzle over something for several minutes, you can be sure that they’ll simply stop reading. Why does this happen? Often the person writing the content will understand it so well that they don’t know what other people don’t understand and will leave out important details and explanations. A good editor will look at content from the perspective of a reader who is not an expert in the particular content area and determine what sections of copy are likely to confuse people.  
4. A parer-down of words. When I was first starting out, I once asked an editor the secret to good writing. He said, “Cut your copy in half.” I recently edited a piece that was about 4,000 words long—and such major surgery was just what the doctor ordered. By the time I removed all the asides and other extraneous text, the copy was half as long and twice as strong. Extra words get in the way of the reader’s clear understanding of ideas.
5. An enforcer of consistency. Marketers that want to reinforce their brand need to describe it in consistent terms. For example, a supplier of workforce management software always talks about how its solutions improve productivity (not efficiency) and minimize (not reduce) risk. Not only must the messaging be consistent, you need to use consistent grammar conventions and spelling to avoid confusing readers. This is the job of an editor.
6. A preventer of embarrassment. How many times have you seen a typo trumpeted on the back page of Consumer Reports? Talk about embarrassing. Even if your typo doesn’t make it to Consumer Reports, you certainly don’t want a typo in your white paper headline.

When you create content, you need a good editor to keep your paper intelligent sounding, logical, consistent—and to avoid embarrassing typos.

What’s your view of the role of an editor?

White Paper 2.0: Everything Old is New Again

A few months ago, I started getting lots of questions about whether we write “White Paper 2.0.” I quickly figured out that they were referring to the type of pieces Jonathan Kantor describes in his book Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader.

Basically, the book presents ideas for incorporating a number of graphical components to make white papers more engaging and readable. White Paper 2.0 includes elements such as:

• Executive summaries and conclusions
• Callouts
• Graphics
• Bullet lists
• Shaded text boxes
• Descriptive subheadings

The use of these elements is designed to correspond to the way today’s busy readers want to approach the text. People tend to first skim the text by looking at summaries, callouts and other elements, and then decide whether and which sections to delve into more deeply.

I couldn’t agree with Kantor more. But looking at his book, I was struck by the idea, “Everything old is new again.”

It’s true. White Paper 2.0 concepts are new for white papers. White papers did indeed get their name for a reason—they were printed on white paper and have historically looked like term papers.

But looked at from another perspective, White Paper 2.0 is really about applying age old concepts from magazines and other publications to the white paper medium. Magazines have long used every single element Jonathan Kantor talked about to engage readers and keep them reading.

I can recall many an editorial meeting at PC Magazine 25 years ago where editors spent a lot of time critiquing headlines, subheads, captions and pull quotes. Those were the first things people read and were critical for drawing them into an article.   

What White Paper 2.0 is really about then is recognizing that, as the number of special interest publishers declines, B2B vendors are taking on the role these publishers once filled. As they do so, B2B vendors need to become more sophisticated about using techniques that have long been proven to work in engaging busy readers. As I said, everything old is new again.

How have you used White Paper 2.0?