RESOURCES PAPER: ARTICLES/WHITE PAPERS
AND EBOOKS
1. ARTICLES
A Step By Step Guide To Effective Online Article Marketing
Pasted from <http://searchengineland.com/a-step-by-step-guide-to-effective-online-article-marketing-83526>
Should You Submit Articles Manually, Use Article Submission Software or
Outsource It Completely?
Posted By Eric Gruber, Your Article Marketing Expert
Pasted from <http://www.articlemarketingexperts.com/article-marketing-blog/should-you-submit-articles-manually-use-articlesubmission-software-or-outsource-it-completely-2/>
Some popular article sites are:
• www.ezinearticles.com
• www.goarticles.com
• www.articledashboard.com
• www.isnare.com
• www.articlebiz.com
Article Marketing Debate: Is Article Marketing All About Link Building
Pasted from <http://www.articlemarketingexperts.com/is-article-marketing-all-about-link-building/>
2. WHITE PAPERS
How To Use White Papers In Your Content Marketing Strategy
Pasted from <http://socialmouths.com/blog/2012/02/22/how-to-use-white-papers-in-your-content-marketingstrategy/?utm_source=SocialMouths+Awesome+Tips&utm_medium=email&utm_campaign=08c89e0451RSS_EMAIL_CAMPAIGN>
>
The 3-Month Plan for Using Whitepapers to Generate Leads
In session six of the Lead Generation Quick-Start Series, Henry Bruce, president of the Rock Annand
Group, says that in order to convert more leads into deals, you need to focus on lead quality over
quantity. To do that, you need to demonstrate thought leadership, or a commitment to the target
audience.
So you have your product, service, idea, etc., right? And you want to draw in your audience, right?
You can easily do this as long as you focus on your buyers' problems by establishing solutions and
providing results.
So what is the ideal way to do this? Develop a whitepaper (a problem-solving guide) from scratch!
First, brainstorm the whitepaper.
 Make sure it is repurposed
 Don’t mention your product
 First, focus on the problem in relation to the buyer
 Then, focus on the solution
In the end, your whitepaper should present the problem, the solution, and offer an example of a
client who used this solution to achieve results.
Next, create the whitepaper.
A whitepaper is a bit different than a blog post:
Blog Post vs. Whitepaper
500-600 words vs. 800-1,000 words
Usually 1 point vs. Usually 2-3 points
Okay, you have your whitepaper. Now you need to craft a 90-day campaign to achieve your goals.
[Month 1] To promote the whitepaper, distribute it to your target audience.
 Send it in an email
 Promote a link to the whitepaper in social media, such as Twitter, Facebook, and LinkedIn
 Introduce the whitepaper in a blog post
[Month 2] Turn it into a webinar!
Pull in more of your target audience! Some of your prospects might prefer content in the form of a
presentation over text. Convert the content of the whitepaper into webinar form to get more
leverage out of your whitepaper's content.
[Month 3] Once you have everything, offer it all in one place.
Create a new landing page including the entire campaign: whitepaper, blog posts, webinar, and an
ebook if you wrote one. Include a conversion form on your landing page to grant access to your
whitepaper kit and generate leads from the process.
Think you're done? Go the extra mile!
Recycle and re-purpose for more content.
 Create additional blog posts directing back to the whitepaper.
 Since many people are more audio and visually-focused, create voice-over slides and 2 to 3
minute YouTube videos to capture interest.
Wondering how to create a whitepaper if you're just getting started? Start with what you have, and
generate the whitepaper from already-developed content.
What successes have you had in using whitepapers to generate leads?
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/18468/The-3-Month-Plan-for-UsingWhitepapers-to-Generate-Leads.aspx#ixzz1RJ4xDvSi
Should You Write a White Paper for Content Marketing?
Pasted from <http://www.searchenginejournal.com/should-you-write-a-white-paper-for-content-marketing/46353/>
10 Must-Have Features to Include in All Ebooks and Whitepapers
Pasted from <http://www.impactbnd.com/10-must-have-features-to-include-in-all-ebooks-andwhitepapers/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+ImpactBrandingDesignBlog+%28IMP
ACT+Blog%29>
3. EBOOKS
'What’s the Difference Between an E-Book and a White Paper?'
Pasted from <http://socialmediatoday.com/jefflogden59/649481/what-s-difference-between-e-book-and-whitepaper?utm_source=feedburner&utm_medium=email&utm_campaign=Social+Media+Today+%28all+posts%29>
Publishing eBooks: How Marketers Can Get Started
Pasted from <http://www.socialmediaexaminer.com/publishing-ebooks-how-marketers-can-get-started/>
8 Tools to Create an Irresistible Ebook
Pasted from <http://mashable.com/2012/07/19/digital-tools-create-ebook/>
WRITE AN EBOOK
This is where content marketing, lead gen and email marketing start to make sense. We already
established that if you want to start building a list of business leads for email marketing, you need to
do lead gen. To do lead gen effectively you need something to give away. Enter the eBook.
An eBook is typically a PDF containing a short piece of expert advice on a given subject that your
potential customers would find valuable.
When starting out, it’s a great way to procure some interest, traffic (sharing via social media etc.)
and a reputation for knowing your stuff.
An example process for writing content
When we started Unbounce, we had a 2 hour brainstorm session to gather ideas for an eBook
entitled “101 Landing Page Optimization Tips”. I split the session into about 14 questions which each
became a chapter of the book. After gathering all the post-it notes, I pulled an all-nighter to write
the 27-page eBook ready for sharing and lead gathering the next day. It was a really important first
step in establishing our reputation in the period prior to product launch. After a year of gathering
leads, I decided to open it up without the lead capture and made it a blog post which you can read
here: 101 Landing Page Optimization Tips
Make it clear that you want people to share it
Old school marketers were afraid to give anything away for free. This is antiquated thinking - you
want people to share your eBook as much as possible to extend your reach. Make it very clear in the
PDF that you encourage people to share it with their colleagues (put a note in the footer on every
page).
UBER NOOB INSIGHT: Forget the lead capture!
Sometimes it’s better not to place any barriers in the way of your content. Sure, not capturing emails
for your eBook will prevent you from being able to market to people, but the increase in downloads
and exposure you’ll get can be worth it. People appreciate you not asking for anything in return
which can improve your chances of positive word of mouth. Mix it up - gather leads sometimes, then
try it without
Pasted from <http://www.seomoz.org/blog/the-noob-guide-to-online-marketing-with-giant-infographic-11928#step27>
5 Ways to Go From Blogger to Published Book Author
Pasted from <http://www.socialmediaexaminer.com/blog-to-book-author/>
9 Ways to Use Social Media to Launch a Book
Pasted from <http://www.socialmediaexaminer.com/9-ways-to-use-social-media-to-launch-a-book/>
How Amazon Grew My Audience By More Than 24,000 Readers in
Three Days
http://www.copyblogger.com/amazon-content-marketing
9 Ways to Use Social Media to Launch a Book
Pasted from <http://www.socialmediaexaminer.com/9-ways-to-use-social-media-to-launch-a-book/>