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Web Marketing: Blogs Versus White Papers

Posted: Monday, April 20, 2015

Let’s first establish what a white paper is and why it is an essential part of your digital marketing strategy. By definition, a white paper is a report on a specific topic related to your business that addresses a complex issue and presents your philosophy or viewpoint on that issue. White papers present in-depth material that is intended to educate an audience and often to facilitate problem-solving and decision-making. While there is no official set of standards for white papers, there are a few generally accepted rules to follow.

Style: A glossy sales pitch is not a white paper. They should be informative, fact-based, and useful for your audience. An executive summary or introduction should be included, and a table of contents may also help to organize the information.

Length: White papers are generally 6 to 8 pages, though they can range up to 50 or even 100 pages if the topic dictates.

Format: Most white papers are produced in portrait orientation PDF format.

Another consideration when determining whether the content you are creating is suitable as a white paper is the amount of research you will be utilizing. Unless you are presenting the first exploration on a topic, it is wise to acknowledge prior analysis by content experts, journalists, and other analysts. The incorporation of statistics and citations of other sources will support your material and establish your expertise.

This brings us back to the main reasons for incorporating white papers in your digital marketing strategy. White papers provide audiences with in-depth, heavily-researched information on a topic while establishing your expertise and thought leadership. They are essential tools for building brand credibility, and they provide a great resource even for teams within your own business.

In contrast to a white paper, a blog does not have an academic feel and takes a much shorter time to produce. Unbound by the research and citations necessary for a white paper, a blog post conveys a lighter tone, is generally much shorter at about 500 words, and is posted publicly online. While a blog post can be a stand-alone piece, it also should fit into your overall content strategy, including established content categories.

The language utilized in a blog post should be clear and succinct, and content should be geared toward the needs and interests of the audience. Blogs can be written in a variety of ways including popular list formats, event reviews, journalistic style pieces, and even commentary.

While white papers will be published more infrequently, the editorial calendar for blog posts will require more management throughout the year as the scheduling and tracking needs are greater. As posts are written, they will need to be evaluated according to SEO best practices to ensure that audiences will find your content.

Here is where your digital marketing strategy gets even more interesting. Blogs are an essential way to promote white papers. They can be used to build interest before the release of a white paper, highlight interesting charts or elements, and promote your expertise.

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What Is Retargeting?

Posted: Saturday, December 20, 2014

10085263354_b886e68249_z-2Most who sell a product or service believe – or want to believe – that buyers follow a straight and direct path when making a purchase. The prospective buyer visits your website, finds what they are looking for, heads to checkout, inputs their credit card information, and then confirms their purchase. This is the simplest route that every business wants their customers to follow but it rarely happens that way. In fact, about 2% of site visitors actually convert to paying customers on their first visit. Why? It can be for any number of reasons why they do not buy into what you are selling. Maybe the website was not easy to navigate. Maybe the price was not right. Or just maybe, life just happens. Sometimes the person was called away from the computer at the moment they were about to click the “Buy it now!” button and forgot. While many would believe these customers are lost forever, that is not true. Retargeting can help you bring them back to complete their purchase. 

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How to Get to Page 1 on Google

Posted: Thursday, December 4, 2014

1NumberOneInCircleGetting to the number one spot on Google for your service or product is the dream of every business. Being number one means exactly that: being number one. Of the millions and billions of people searching the Internet on a daily basis, they will automatically click on the first link on the first page on Google because they believe, and most of the time rightfully so, that it is the first link because it is exactly what they are looking for.

But it is not easy being number one. And more to the point of this article, it is not easy getting there.

But it is very much worth it to be number one on Google which is the most used search engine in the world, commanding well over 65% of the market share. When thinking upon how much of the world is using it, taking the top spot on the search engine results page (SERP) is the goal of every brand with a website.

Now, it is all about how to get there.

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What Is Display Advertising

Posted: Monday, November 24, 2014

What Is Display AdvertisingYou see it all over the place while surfing through the Internet. Even when you are searching for something like your next vacation getaway or the hottest new phone on Google you are seeing examples of display advertising. Still do not what it is? Ads! Display advertising is an ad that shows up at the top or on the sides of search engine results or on the websites themselves. Other avenues in which display ads are used are through email and mobile apps.

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Facebook Best Practices for Businesses

Posted: Thursday, November 6, 2014

Facebook Best Practices for BusinessesMany business owners are unsure or entirely unaware as how to use Facebook to market themselves properly. This means no one cares that they have a presence on Facebook, thus losing out on a potential audience of millions of people. Heck, even billions of people. But before thinking about astronomical numbers that high, you need to know how to market yourself on the biggest social media platform in the world today.

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Web Marketing: Blogs Versus White Papers

Let’s first establish what a white paper is and why it is an essential part of your digital marketing strategy. By definition, a white paper is a report on a

What Is Retargeting?

Most who sell a product or service believe – or want to believe – that buyers follow a straight and direct path when making a purchase. The prospective buyer visits