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3 Key Marketing Devices Decoded

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White papers, case studies and articles are three content marketing devices that are most often substituted for one another (and therefore tend to result in the most confusion). Let’s analyze each one and how they differ from one another.

 

White Papers

Compared to other forms of marketing communication, white papers tend to be more detailed and technical. Readers of a white paper expect it to address a challenge (or challenges) that they face and provide strong, compelling, evidence-based approaches for how to solve that problem.

A white paper is meant to be educational and informative, not a hard-sell marketing piece.

Most white papers range from 5-10 pages in length, however, they can easily be 10-20 pages long. It all depends on the subject matter, the audience and the objective of the white paper.

Most white papers follow a basic outline:

Introduction – Introduce the key challenges that the reader faces and summarize the solution (without providing lengthy details).

Market Drivers – The industry trends that are driving the need for change. This section establishes credibility with your readers and should include third-party evidence.

Problem Development – 3-5 issues that are salient to your reader so they see that you understand the challenges that they face.

Generic Solution – Defines the solution in general, easy-to-understand terms; prepares your reader to accept the specific solution that you introduce later on in the paper.

Benefits – The benefits that the reader will experience if they take advantage of the solution you are presenting.

Specific Solution – This is the only section where it’s appropriate to freely talk about yourself and your specific solution.

Call to Action – The logical next step for your reader to contact you.

 

Case Studies

Case studies are essentially 2-4 page success stories about how your company, product or service helped a customer. With a case study, overt promotion of your company is encouraged and expected.

Most case studies start by introducing the main Challenge (or challenges) that one of your customers faced.

From there, you introduce your Solution how that helped the customer solve their problem.

The finale is the Results section where you share how you were able to help your customer and the outcomes they experienced (financial, etc.).

 

Articles

Since articles tend to be written for industry-specific magazines and online newsletters, they are usually 750 – 2,500 words in length. Articles are not the place to overtly promote your company. While they usually have a newsier tone and feel, they first and foremost need to be informative and interesting.

Most have an introductory paragraph where you set the stage for the article and state your position. The body of the article is where you communicate your reasons and insights for your position.

The conclusion summarizes the article and (ideally) leaves the reader with the specific advantages they can experience if they implement your reasoning.

The only place where your reader should connect your company, product or service with the “solution” is in the Byline.

 

While there are many effective content marketing strategies that you can employ to position your company as a trusted advisor, industry expert and thought leader, it’s important to remember that results-oriented marketing is about building a relationship with your prospects.

When you consistently provide valuable and compelling content to your prospects and customers, they will begin to see you as their go-to partner who can help them meet their objectives, solve their problems and get a leg-up on the competition.

 


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