don't just tell, compell

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Don’t just tell, compel Multi-purposing white papers & case studies effectively

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Page 1: Don't just tell, compell

Don’t just tell, compelMulti-purposing white papers & case studies effectively

Page 2: Don't just tell, compell

Agenda

• What is a white paper?• Write what works• Vary your authors• Reduce, reuse, recycle• What is a case study?• Dispense the facts• Less is more• Reduce, reuse, recycle

Page 3: Don't just tell, compell

What is a white paper?

Advocate a position or solution• Authoritative • Informative• Educational• Decision drivers• Make it universal

Page 4: Don't just tell, compell

Sample titles

• The case for volunteers• Stewarding and retaining donors• 10 steps to an effective capital campaign • Developing and recruiting the right board

of directors

Page 5: Don't just tell, compell
Page 6: Don't just tell, compell

Why do we use white papers?

• Establish expertise and credibility • Discuss a product or service• Reposition products/services• Tell a story• Create transparency • Drive website visitors• Drive engagement

Page 7: Don't just tell, compell

Forget the norm

• Remember your audience• No right or wrong length• Avoid over-designing• Consistent voice• Develop a template• Facts not fluff

Page 8: Don't just tell, compell
Page 9: Don't just tell, compell

Vary your authors

• Executive director or CEO• Mid-management• Specialists and those in the trenches• Consider contributors

– Vendors– Partners– Board members

Page 10: Don't just tell, compell

Reduce, reuse, recycle

• Blog post or series• Companion case study• Social media platforms• Develop additional collateral

– Website content– Brochures– Sell sheets– Videos

Page 11: Don't just tell, compell

CliffsNotes

• What: A position or solution • Why: Establish credibility and expertise • Write for your audience• Vary your authors• Repurpose your work

Page 12: Don't just tell, compell

Discussion & brainstorming

• Where to start• Get a commitment• Set a timeline• What’s worked for you?

Page 13: Don't just tell, compell

What is a case study?

• Share work• Highlight successes and results• Testimonials• Perfect for proposals

Page 14: Don't just tell, compell
Page 15: Don't just tell, compell

Dispense the facts

• Who’s the client?• What was the challenge?• What was the solution?• What are the results?• What does the client say?

Page 16: Don't just tell, compell

Less is more

• No more than two pages• Highlight facts• Focus on data and results• Avoid jargon and industry specific terms

Page 17: Don't just tell, compell

Reduce, reuse, recycle

• Blog posts• Guest blog• Case study library• Social media• Develop additional collateral

– Website content– Brochures and sell sheets– Videos

Page 18: Don't just tell, compell

CliffsNotes

• What: Examples of the work you’ve done• Why: Share success and results• Keep it a simple snapshot• Don’t forget the data• Repurpose your work

Page 19: Don't just tell, compell

Discussion & brainstorming

• Evaluate your client list• Cover all industries• Set a timeline• Work your relationships

Page 20: Don't just tell, compell

We’ll make your white papers our case study

Cindy Dashnawsenior publicist/chief [email protected] @cdashnaw

Jason Gloyesenior account [email protected] @jgloye

Vicki [email protected] @bohlsenpr

Like what we’re saying but don’t know where to start?Let us audit you (in the best way possible).

Mention this conference for a complimentary half-hour consult.