|By Ambal Balakrishnan||
|November 5, 2009 06:00 AM EST||
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:
- Michael Stelzner's How to Write a White Paper – A White Paper on White Papers
- Jonathan kantor's Ensuring That Your White Papers Appeal to Busy Executive Readers
- Stephanie Tilton's 5 Steps to a White Paper that Pulls in the Perfect Prospect
- Jonathan Kranz's The eBook eBook: How to Turn Your Expertise Into Magnetic Marketing Material
"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”.
"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
"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
- Michael Stelzner's Book Writing White Papers: How to Capture Readers and Keep Them Engaged
- WhitePaperSource Online Forum
- White Papers
- ThatWhitePaperGuy - Gordon Graham’s website, especially the Articles section under Resources
"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
- The eBook eBook: How to Turn Your Expertise Into Magnetic Marketing Material
- The Content Marketing Playbook
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
May. 27, 2016 05:15 AM EDT Reads: 2,478
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
May. 27, 2016 05:00 AM EDT Reads: 694
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
May. 27, 2016 05:00 AM EDT Reads: 1,893
SYS-CON Events announced today TechTarget has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. TechTarget is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Its extensive global networ...
May. 27, 2016 04:45 AM EDT Reads: 3,112
SYS-CON Events announced today that EastBanc Technologies will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. EastBanc Technologies has been working at the frontier of technology since 1999. Today, the firm provides full-lifecycle software development delivering flexible technology solutions that seamlessly integrate with existing systems – whether on premise or cloud. EastBanc Technologies partners with p...
May. 27, 2016 04:30 AM EDT Reads: 2,149
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 18th International CloudExpo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
May. 27, 2016 04:15 AM EDT Reads: 2,267
SYS-CON Events announced today that BMC Software has been named "Siver Sponsor" of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. BMC is a global leader in innovative software solutions that help businesses transform into digital enterprises for the ultimate competitive advantage. BMC Digital Enterprise Management is a set of innovative IT solutions designed to make digital business fast, seamless, and optimized from mainframe to mo...
May. 27, 2016 01:45 AM EDT Reads: 2,091
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
May. 27, 2016 01:30 AM EDT Reads: 1,953
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
May. 27, 2016 12:45 AM EDT Reads: 2,716
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
May. 27, 2016 12:45 AM EDT Reads: 2,780
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 27, 2016 12:15 AM EDT Reads: 1,361
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
May. 27, 2016 12:00 AM EDT Reads: 1,158
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
May. 27, 2016 12:00 AM EDT Reads: 3,053
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
May. 26, 2016 11:30 PM EDT Reads: 2,576
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
May. 26, 2016 11:00 PM EDT Reads: 1,254
18th Cloud Expo, taking place June 7-9, 2016, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some...
May. 26, 2016 10:45 PM EDT Reads: 3,116
SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from Web startups to global enterprises. SoftLayer's modular architecture, full-featured API, and sophisticated automation provide unparalleled performance and control. Its flexible unified platform seamlessly spans physical and virtual devices linked via a world...
May. 26, 2016 10:15 PM EDT Reads: 2,093
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 26, 2016 10:00 PM EDT Reads: 1,895
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 26, 2016 09:00 PM EDT Reads: 1,269
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
May. 26, 2016 08:00 PM EDT Reads: 2,336