Welcome!

Virtualization Authors: Liz McMillan, Carmen Gonzalez, Elizabeth White, Lori MacVittie, Victoria Livschitz

Related Topics: Virtualization

Virtualization: Blog Feed Post

What is Your Favorite White Paper?

Panel of experts review thousands of white papers over the years

Book Review Journal

White papers come in all shapes and forms. Our Panel of White Paper Experts have written and reviewed thousands of white papers over the years. Which white paper stands out in their mind? We have invited White Paper Experts to answer this query: "Give one example of your most favorite white paper and why you like it". Read on to get their insights.   

Jonathan Kantor's Favorite White Paper -- Transforming Sampling into Shopper Marketing: Walmart’s “Bright Ideas” Event Program

Michael Stelzner's Favorite White Paper -- The Expanding Digital Universe

Jonathan Kranz's Favorite White Paper -- The Taxonomy Folksonomy Cookbook

Must-read resources on how to write good white papers:

Jonathan Kantor

Blog WhitePaperPundit Twitter Jonathan_Kantor

"My favorite white papers are ones that use a variety of visual elements to grab reader attention.”

Jonathan Kantor's Bio

Jonathan Kantor is the principal and founder of The Appum Group, "The White Paper Company", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog. Jonathan's experience with white papers is also coupled with over 25 years of enterprise business experience with leading industry innovators such as Apple Computer, Microsoft, Digital Equipment Corporation, and J.D. Edwards Enterprise Software (now a division of Oracle Corporation). This experience included a variety of sales, marketing, business development, and management positions.

Jonathan Kantor's Tip

My favorite white papers are ones that use a variety of visual elements to grab reader attention.

As part of my weekly Friday FREE White Paper List on the WhitePaperPundit.com blog, I have an opportunity to review hundreds of white papers that have been freely distributed via Twitter.

The best white paper that I have seen over the past few months comes from the In-Store Marketing Institute called: Transforming Sampling into Shopper Marketing: Walmart’s “Bright Ideas” Event Program.

The reason I like this white paper is the way in which it uses a variety of visual elements to deliver critical business messages. The white paper leverages several ‘attention-generating’ elements such as:

  • Colorful photographs, illustrations, and captions to build reader affinity.
  • Colorful column charts with callout messages to reinforce critical business points.
  • Shaded text boxes containing related business statistics and messages.
  • Bright, colorful SME quotes represented as large page callouts.

This white paper is a good example of what I call in my new book, “Crafting White Paper 2.0”, a “White Paper 2.0” strategy. This concept refers to a new generation of white papers that embrace a new set of formatting and design principles to engage today’s time and attention-challenged business reader.

As readers become accustomed to the short, quick, colorful methodologies associated with Social Media messaging such as Twitter, the white paper medium must evolve from its stark, black and white past to engage this new and savvier online audience.

For more information on ‘Short Attention Marketing’, interested readers should review my free white paper on this topic.

Jonathan Kantor Recommends

  • Free document distribution sites: Scribd.com, DocStoc.com, Slideshare.net, Gazhoo.com, Yudu.com, and WhitePapers.org. 
  • Blog sharing sites such as BizSugar.com, Sphinn.com, and Reddit.com.
  • WhitePaperPundit: The Friday FREE White Paper List, a listing of free white papers from weekly Twitter Tweets that don’t require registration, posted each Friday.
  • Twitter search criteria set to keywords: “White Paper”, and “White Papers”.
  • Google Alerts set to “White Paper”, and “White Papers”.  

Michael Stelzner

Blog WritingWhitePapers Twitter Mike_Stelzner

"Conversational writing can and should be utilized to convey complex ideas and draw in readers."

Michael Stelzner's Bio

Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers. Michael is also the author of the bestselling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

Michael Stelzner's Tip

Let’s face it, white papers are typically dry and boring. However, they don’t have to be. (Let’s you and I change that, ok?)

Here is a great paper by IDC called The Expanding Digital Universe. This paper was written by John F. Gantz and a team of 8 other writers (which makes it even more amazing how well the whole thing flows). This paper reads like a great story rather than an analyst report.It includes much of the trademarks of an excellent white paper, including lots of images and creative subheads.

However, what I want to draw your attention to its outstanding writing.

Consider this excerpt:
    HOW BIG IS THE DIGITAL UNIVERSE, REALLY?

    It is pretty easy to picture a byte - it’s the equivalent of a character on a page - or even a megabyte,  which contains about the same amount of information as a small novel. But what about a million million megabytes, which is an exabyte?

    If we stick with the book analogy, then the digital universe in 2006 could be likened to 12 stacks of books extending from the Earth to the sun. Or one stack of books twice around the Earth’s orbit. By 2010 the stack of books could reach from the sun to Pluto and back. In 2006 those books would represent about 6 tons of books for every man, woman, and child on Earth. A large adult elephant weighs about 6 tons.


This paper is absolutely littered with conversational writing.

Take home lesson: Conversational writing can and should be utilized to convey complex ideas and draw in readers.

Michael Stelzner Recommends

Sarah Mitchell

Blog Global Gopywriting Twitter globalcopywrite

"My goal is to develop a paper that becomes a reference point for how people make decisions."

Sarah Mitchell's Bio

Sarah Mitchell is a freelance copywriter with a focus on B2B content, specifically case studies and white papers. Combining successful technical, sales and writing careers, Sarah provides a rare perspective to every project. She’s especially interested in working with small and medium-sized businesses. Sarah has lived and worked on five continents. Find her  website at Global Copywriting.

Sarah Mitchell's Tip

My background is old-school software development.  I spent plenty of time working on applications and a fair bit developing systems software. If you were a systems software programmer in the ‘80s and early ‘90s, a good white paper was like finding a nugget of gold.

I can’t say I have a particular white paper I favour over others. The white papers I liked best were the ones coming out of the IBM laboratories geared at heavy-duty geeks. They didn’t contain business benefits or purchasing guides. They were hard-core technical manifestos for people needing or wanting more in-depth information about a specific area of hardware or software. The writers of these early white papers were the best technical resources working for one of the most influential technology companies of all time. Having access to an IBM white paper was the next best thing to sitting in an office and picking the brain of a leading expert.

I write white papers because of the intrinsic value those technical reports provided in my early career. Spending an hour pouring through 10-15 pages of specific detail could save days or weeks of valuable project time. I’m mindful of providing the same outcome even when I’m writing shorter papers focused purely on business benefits. My goal is to develop a paper that becomes a reference point for how people make decisions.

I’m delighted the broader business community is adopting the white paper as a means of conveying information.  The technology industry developed white papers out of necessity.  As companies realise the value of educating their customer, the white paper is finding new purpose.

Sarah Mitchell Recommends

Jonathan Kranz

Blog Kranzcom Twitter jonkranz

"The whitepaper is an opportunity to reframe an issue in a way favorable to your customers and to your business"

Jonathan Kranz's Bio

Jonathan Kranz is the author of The eBook eBook: How to Turn Your Expertise Into Magnetic Marketing Material and coauthor, with Joe Pulizzi, of The Content Marketing Playbook. He’s all about writing helpful content and making screwy videos. Join the party!

Jonathan Kranz's Tip

A great whitepaper isn’t just about a topic; it’s an opportunity to reframe an issue in a way favorable to your customers and to your business.

That’s what I love about The Taxonomy Folksonomy Cookbook. Author Daniela Barbosa takes a previously esoteric and fairly obscure topic, taxonomy (think indexes and card catalogs – remember card catalogs?) and turns it into a vital, exciting business issue that anyone can understand.

In one bold act of communications judo, Barbosa has:

  • Positioned herself, and Dow Jones, as experts in an important and growing field
  • Helped business decision-makers understand the significance of information access within the context of their own enterprises
  • Helped her information-scientist audience communicate more effectively (by sharing the whitepaper/ebook) with their business-oriented colleagues.

Further, as Jonathan Kantor says so effectively elsewhere in this post, the visual presentation of a good paper should complement the written content. Here, The Taxonomy Folksonomy Cookbook has hit it out of the ballpark. Custom illustrations and a brilliant layout not only reinforce various key points throughout the paper, but as a whole, effectively communicate a light-hearted spirit that makes a complex topic a whole lot less intimidating.

Jonathan Kranz Recommends

Read the original blog entry...

More Stories By Ambal Balakrishnan

Ambal Balakrishnan is the Co-founder of ClickDocuments. She is a technologist-turned-marketer. Ambal spent about a decade in the Corporate world in various roles – engineering, program management, business development, strategy and marketing for premium and fast growing product divisions at fortune 500 companies. Education: MBA from Wharton, Univ. of Penn and Masters in Computer Science from Purdue University. Based in Silicon Valley. Twitter: twitter.com/ambal and twitter.com/clickdocuments Blog: Clickdocuments.com/connectthedocs

@ThingsExpo Stories
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo – to be held June 9-11, 2015, at the Javits Center in New York City, NY – is now accepting Hackathon proposals. Hackathon sponsorship benefits include general brand exposure and increasing engagement with the developer ecosystem. At Cloud Expo 2014 Silicon Valley, IBM held the Bluemix Developer Playground on November 5 and ElasticBox held the DevOps Hackathon on November 6. Both events took place on the expo floor. The Bluemix Developer Playground, for developers of all levels, highlighted the ease of use of...
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades.
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, demonstrated how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) i...
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example t...
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines...
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The definition of IoT is not new, in fact it’s been around for over a decade. What has changed is the public's awareness that the technology we use on a daily basis has caught up on the vision of an always on, always connected world. If you look into the details of what comprises the IoT, you’ll see that it includes everything from cloud computing, Big Data analytics, “Things,” Web communication, applications, network, storage, etc. It is essentially including everything connected online from hardware to software, or as we like to say, it’s an Internet of many different things. The difference ...
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using the URL as a basic building block, we open this up and get the same resilience that the web enjoys.
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and assessments, including a decade of leading incident response and digital forensics. He is co-author of t...
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.