The white paper marketing handbook

"After outlining the key characteristics of a white paper (or "bait piece"), the author gives a ten-step guide to building a successful white paper marketing plan. He then explains how to create content, including assembling a hire team, choosing the right writer, and writing compelling white papers and bait pieces. Then he discloses the secrets of successful graphics and production as well as the biggest and most costly mistakes and how to avoid them. The author goes on to cover all of the different white paper forms and media - from tip sheets to manuals, audiotapes, CDs, newsletters, case studies, and from ads and lead generators (such as direct mail and infomercials) to online marketing media (such as webinars and blogs). He closes with tips on how to measure and improve your results. The book is loaded with case studies and has appendices devoted to white paper marketing resources and sample documents."--Jacket.