The research firm MarketingSherpa just released part 1 of a special report on steps for successfully writing and syndicating white papers.
Although the report contains a lot of standard wisdom such as "shorter is better" and "minimize technical jargon," I found a few points of interest to white paper writers:
- Clever titles for white papers don't attract readers, according to CNET Networks Business Research (perhaps because readers expect more serious content)
- Brand names in titles also discourage reader interest, unless it is for a major and well-known product (think about the popularity of any white paper mentioning Microsoft Vista)
- The abstract will likely be indexed by search engines, so make sure it contains all the important key words covered in the white paper itself.
If you are not a MarketingSherpa client, you can view this report at no charge until December 10, 2006 at: http://www.marketingsherpa.com/article.php?ident=29791.