The White Paper Marketing Handbook

The White Paper Marketing Handbook

The White Paper Marketing Handbook

By John Jantsch

Bob Bly is the author of over 75 books and is probably best known for his copywriting skills. I spent some time catching up with Bob on the Duct Tape Marketing Podcast discussing his most recent book – The White Paper Marketing Handbook.

Any reader of mine will likely already know of my affection for using information products as a way to generate interest from a prospect. Bly’s book is the first and only devoted entirely to this subject. Bob calls this approach “Edu-marketing.” Whatever you call it, you need to employ it.


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How does someone decide to buy a product or service? This is answered by the customer life cycle or sometimes called the Buyer’s Journey. The sale is made when a buyer goes through three key phases: Awareness, Consideration and then Decision. In the Awareness phase, a buyer starts from being problem aware to researching about […]
How to Optimize Your Site for Google's Featured Snippets (Quick Answer Boxes)
In 2014, Google introduced a new way to satisfy a user’s intent by giving them quick answers right within SERPs in the “featured snippet” position (above the top organic result and below the paid listing) and online businesses and publishers have been trying to adapt to the change since then. On one hand, featured snippets […]

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