Introduction 1 About This Book 2 Conventions Used in This Book 2 What You''re Not to Read 3 Foolish Assumptions 3 How This Book is Organized 4 Part I: Getting Started with White Papers 4 Part II: The Three Flavors of White Papers 5 Part III: From Foggy Idea to Finished Document 5 Part IV: Succeeding with White Papers 5 Part V: The Part of Tens 6 Icons Used in This Book 6 Where to Go from Here 6 Part I: Getting Started with White Papers 9 Chapter 1: Unleashing the Power of White Papers 11 Seeing a White Paper for What It is 12 Getting the scoop on the three flavors of white papers 12 Following a proven system for creating white papers 13 Declaring White Papers the "King of Content" 14 Seeing the growing trend to white papers 15 Spotting three flaws in many white papers 16 Using a mantra to avoid problems 17 Understanding Today''s Complex Sale 18 B2B marketing has evolved quickly 18 Today''s B2B buyers do their own research 20 Profiting from White Papers 22 At the top of the funnel 24 Throughout the funnel 25 At the bottom of the funnel 26 Discovering Who Uses White Papers and Who Should 27 Chapter 2: An Exciting Opportunity for Writers 29 Sizing Up the Possibilities 30 Looking at three trends pushing white papers to the top 30 Understanding why marketers can''t find qualified writers 31 Calculating the earning potential for a white paper writer 32 Discovering who uses white papers 34 Wondering whether the white paper opportunity will last 35 Coming into White Papers from Three Common Paths 36 Copywriters and white papers 37 Journalists and white papers 40 Technical writers and white papers 42 Finding White Paper Clients 44 Avoid most of what you hear 44 Getting started with the basics 45 The secret of freelance success 46 Chapter 3: The Past, Present, and Future of White Papers 47 Where It All Began: Generation 1.0 (1910s to 1990s) 48 Characteristics of Gen 1.0 white papers 48 The closest model: Business reports 49 Forcing White Papers to Evolve 50 Where White Papers Are Now: Generation 2.0 (1990s to Today) 51 Characteristics of Gen 2.0 white papers 51 Two close models: Annual reports and science magazines 51 But aren''t white papers old-fashioned? 52 Still evolving, not dying 53 Where White Papers Are Going: Generation 3.0 (Coming Soon) 53 Some trends to watch54 Four possible paths to the future 54 Chapter 4: Just the FAQs on White Papers 57 Working Out the Whats of White Papers 57 What is a white paper anyway? 58 What are the industry standards for white papers? 58 What else do people call white papers? 59 What''s the difference between white papers and other marketing materials? 60 Figuring Out Who Writes and Reads White Papers 64 Who publishes white papers? 65 Who reads white papers? 66 Who hires people to write white papers? 66 Who writes white papers? 67 Understanding Why White Papers Are So Useful 67 Why do companies publish white papers? 67 Why do prospects read white papers? 68 Why do writers write white papers? 69 Pinpointing the Wheres of White Papers 69 Where do B2B prospects find white papers? 69 Where do people read white papers? 70 Where did white papers first come from? 71 Where are white papers going in the future? 71 Tracking the Whens of White Papers 72 When do companies publish white papers? 72 When do B2B prospects read white papers? 72 When should a company use each type of white paper? 73 Figuring Out the Hows of White Papers 74 How do people read white papers? 74 How long does a white paper take to create? 74 How much does a white paper cost?.75 How much can a writer earn doing white papers? 79 How can you tell whether a company needs a white paper? 81 How many white papers are "enough" for a company? 82 Part II: The Three Flavors of White Papers 85 Chapter 5: Picking the Perfect Flavor for Your Next White Paper 87 Recognizing the Three Purposes of White Papers 88 Defining the Three Flavors: Vanilla, Strawberry, and Chocolate 89 Zooming in on the product: Plain vanilla 91 Making points quickly: Scrumptious strawberry 92 Finding a solution: Rich chocolate 93 Making two tasty mash-ups 94 Getting messy with other flavor combinations 94 Choosing the Right Flavor 95 Reflecting on your purpose 95 Considering your target audience 97 Thinking about your target sector.98 Choosing between a pure flavor and a mash-up 99 Figuring out what to do if your idea doesn''t fit any flavor 100 Developing Your Topic 100 Sizing up your ideas.

100 Giving readers something new 101 Getting ideas from prospects and clients 102 Chapter 6: The Backgrounder: As Basic As Vanilla 103 Introducing the Granddaddy of All White Papers 103 Defining a backgrounder 104 Spotting a backgrounder.105 Understanding this flavor''s appeal to sales and marketing types 105 Deciding When to Use a Backgrounder 105 Promoting an undisputed leader 106 Supporting a technical evaluation 106 Supplementing a product launch 107 Looking at the Pros and Cons of Backgrounders 107 Pro: Easy to research 107 Pro: Easy to write 108 Con: Short-lived 109 Con: Not good for generating leads 109 Planning a Backgrounder 110 Gathering essential information 110 Allocating pages 112 Choosing an effective title 116 Setting a factual tone 116 Going Beyond Text in a Backgrounder 117 Adding graphics 117 Using rich media 118 Repurposing a Backgrounder 119 Press release.119 Slide deck 119 Demo120 Webinar 120 Chapter 7: The Numbered List: As Fresh As Strawberry 121 Introducing the Lightest and Liveliest of All White Papers 122 Defining a numbered list 122 Spotting a numbered list 123 Five reasons numbered lists are popular 123 Deciding When to Use a Numbered List 124 Getting attention with provocative views 124 Nurturing prospects already in the funnel 125 Casting FUD on competitors 125 Looking at the Pros and Cons of Numbered Lists 126 Pro: Easiest to write.127 Pro: Fastest to read127 Pro: Easiest to repurpose 127 Con: Most superficial 128 Con: Easiest to dismiss 128 Con: Can be overused 128 Planning a Numbered List 129 Gathering essential information 129 Allocating pages 132 Choosing an effective title 136 Setting a provocative tone 137 Going Beyond Text in a Numbered List 138 Adding graphics 138 Using rich media 138 Repurposing a Numbered List 139 Blog post 139 Guest blog 140 E-newsletter article 140 Placed article 141 Chapter 8: The Problem/Solution: As Complex As Chocolate 143 Introducing the King of Content 143 Defining a problem/solution 144 Spotting a problem/solution.145 Understanding why this flavor appeals to executives 145 Deciding When to Use a Problem/Solution 146 Generating leads at the top of the funnel 146 Educating salespeople and channel partners 147 Educating analysts, bloggers, and journalists148 Redefining a market space 148 Building mindshare149 Looking at Pros and Cons of Problem/Solutions 149 Pro: Generates the most leads 149 Pro: Lasts the longest 150 Pro: Makes the best investment 150 Con: Hardest to create 151 Con: Slowest to create 151 Con: May heighten internal conflicts.152 Planning a Problem/Solution 152 Gathering essential information 153 Allocating pages 157 Choosing an effective title 163 Setting a dignified tone 164 Going Beyond Text in a Problem/Solution 165 Using graphics in a problem/solution 165 Using rich media 167 Repurposing a Problem/Solution 168 Blog post 168 Placed article 168 Slide deck 169 Webinar 170 Conference presentation 170 Chapter 9: Mashing Up Different Flavors 171 Understanding Why You Need Mash-Ups 172 Supporting a product launch, plus attracting attention 172 Generating leads, plus raising your company''s profile 173 Creating Tasty Mash-Up #1: Backgrounder + Numbered List 174 When to use this mash-up 174 What to include and what to leave out 174 Creating Tasty Mash-Up #2: Problem/Solution + Numbered List 175 When to use this mash-up 175 What to include and what to leave out 176 Avoiding Two Messy Combinations 176 Messy mash-up #1: Backgrounder + problem/solution 176 Messy mash-up #2: All three flavors in one 177 Fixing a Mash-Up That Doesn''t Taste Right 178 How to tell when you''ve made a mess 179 Separating the flavors 179 Reconfirming your purpose 180 Using the ingredients that belong180 Chapter 10: Special Ingredients for a White Paper 181 Sprinkling on the Special Ingredients 181 Positioning blurb 182 Synopsis-style executive summary183 Numbered lists 184 Buyer''s guide 185 Case studies 18.