Wing Digital White Paper on White Papers

I’ve recently drafted an example of a white paper whose subject is…white papers! In this case, utilizing the format to demonstrate some best practices for creating, formatting and using whitepapers as marketing tools and to show market expertise and leadership: Note: To share or distribute this doc on the web…   White Paper On White Papers By Martin Edic copyright 2012 www.wingdigital.com “Since the early 1990s, the term...

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White Papers: How To Market With Them

Has your business ever used a white paper or case studies as marketing tools? We have a very simplistic approach to these information sources. An effective white paper should be straightforward, generally not overly technical and simple to digest in one reading. It should have content which can be repurposed across social media in various formats. It should not be heavily designed- it’s called a ‘white paper’ for a reason: It...

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Beginning, Middle, End: Writing For The Real World

The Real World? I have been in positions to hire people for a variety of roles in business and have served as communication director with a number of not-for-profit projects and organizations. I have also written a number of books that I was paid to write (an important distinction- if you don’t want the oversight of an editor and an audience, by all means write any way you want!). As a professional writer my job is to ensure that the public...

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Don’t get all Brand-ish on me: My Reputation Rant

A brand is the identity of a product, service or company. Anyone can make one, but no matter how much time, money and effort is put into brand creation it is worthless or even harmful without a sterling reputation. This is the sea change in marketing that has taken place with the widespread adoption of social media as a means of communicating. Marketers currently exist in two schools of thought. The ‘old school’ is still fixated on...

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The Facebook IPO

An initial public offering or IPO is the holy grail of many tech companies. Investors and founders become rich, those who get access to the stock on the first day often see instant profits and the company raises significant amounts of working capital for expansion. At least that is the theory. Facebook’s recent IPO was marred by horribly botched execution by NASDAQ who were apparently using untested software to launch the stock amidst the...

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