Adam Fisher
19th November 2018 - 4 mins read
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ther forms of content, such as the less formal eBooks, blogs, infographics and interactive games appear more exciting and attractive and ultimately seem to have become more popular.

You could be forgiven for thinking, therefore, that whitepapers have had their day and are just another victim of digital progression.

But there is another school of thought – one which we subscribe to at Thirty Seven – that whitepapers are alive and well and continue to play a crucial part in effective content marketing strategies.

In fact, we believe they have an integral role in providing the comprehensive, detailed material which is all too often missing in other parts of content marketing.

It is the perfect long-form content medium in which to position a brand as a genuine authority in its field and take a deep look at the issues which matter to its clients and potential customers.

Here are a few more of its strengths:

Whitepapers have longevity

A whitepaper which successfully tackles an important issue will be saved and printed out and people will refer back to it again and again when they make important decisions.

Whitepapers are shared

They may not go viral in the social media sense, but whitepapers are typically shared by colleagues and teams and can travel extensively within just one organisation, greatly increasing the size of the audience and spreading awareness of your brand. My boss, for example, will regularly share whitepapers with me that he has downloaded and found useful and I often pass these on to other colleagues and even people in other organisations.

Content that can be reused

A common concern organisations often have about whitepapers is that they require considerable time and effort for just one piece of content. But actually that isn’t the case. A good whitepaper can typically be sliced and diced into a series of blogs. Not only is this fresh content, but each resulting blog can be used to encourage the reader to download the whitepaper for detailed analysis of the wider issue.

Whitepapers create strong leads

Whitepapers are not for the casual reader – they require too big a time commitment from the consumer for that. So, when someone signs-up to receive a whitepaper they are looking for a solution to a particular problem and they are trusting your organisation to provide it.

If whitepapers have all these benefits, how can you ensure yours doesn’t fall into the ‘unsexy’ trap?

Tackle a topic which matters to your audience

As with all content marketing, understanding your audience and the issues that matter to them is pivotal.

For your whitepaper to gain the interest of your customers it needs to tackle both an issue they want to be resolved and offer a unique perspective.

This involves detailed research, information being verified and experts being interviewed - and a clearly communicated argument.

Improve the visual

One key way to improve the image of whitepapers is to make them look visually better. Page after page of text is only going to cause readers to lose interest and stop reading, no matter how well it is written.

Photographs, infographics, charts, pull-out quotes and even coloured boxes all have a role to play in adding a creative touch and making whitepaper content more visually appealing.

Length

Even though whitepapers are long-form content a careful eye needs to be kept on length.

A 10-15 page document should easily be enough to construct a credible and persuasive argument and will be much more digestible and less daunting than something double that length.

This means that writing needs to be sharp, concise and waffle free.

Use variety to spice it up

If you’ve already got whitepapers as part of your content, try using different templates and styles to make new ones stand out. Find different ways for readers to test what they have learnt in different sections of the paper, add bullet point summaries after specific sections and use different layouts.

Produce an attention-grabbing headline

No matter how strong the content of your whitepaper you still need to find a way of ensuring you customers are going to read it.

The headline is key to ensuring that your whitepaper stands-out, generates curiosity and promises the solution to a problem.

Enable people to preview whitepapers before they download

Allowing customers to preview a few sample pages of the whitepaper before they need to enter their details and download it is a great way to entice readers and highlight the quality of your document. If it is good enough for Amazon and the books they sell then I think it is something we should all consider.

Check out this example we created for Every Angle.

Whitepapers may not be sexy. They may not provoke instant excitement. But get them right and your customers will find them hard to resist.


At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Marketing

How you can conduct a content marketing interview

Adam Fisher 2nd May 2018 — 7 mins read
I

’ve woken up with content ideas in the middle of the night, half-way through a gym session and while eating dinner. One of the best ways to create content, however, is to interview people. 

Not only can these be written up as a straight interview, like this example from our magazine, but you can also use them to breathe life and add fresh impetus into existing content ideas. And invariably, as you carry out more interviews, you will find you spot more content ideas through the people you talk to. 

Whether it is people in your own organisation or key influencers in the sector, getting the views, opinions and personalities of other people into your content can offer your readers something strong and different.

But how do you carry out an effective interview if you don’t have a journalism background?

I’ve worked as a journalist and now create content for Thirty Seven and its clients.

Here are my tips for successful content creation interviews:

 

Avoid the word ‘interview’

I’ve always tried to avoid using the word ‘interview’.

As a journalist, I found that it was a word that made people nervous.  It has a formal feel and conjures up thoughts of job interviews or politicians being torn apart by Jeremy Paxman on TV. 

On occasions, it would stop people from talking to me altogether.

However, if I said something like ‘have you got a few minutes for a quick chat’, I would get a much better response.

I’ve found this theory is the same when it comes to content creation. If I use the word ‘interview’, I might typically get a response like ‘I wouldn’t know what to say’.  If I say ‘I just want to get your thoughts on…’ they are generally up for the idea.

It all goes back to making sure the person you are interviewing, or wanting to interview, is relaxed.

 

Start off gently

There is a good chance that the person you will be talking to will not have done an interview before or had any form of media training (something our sister company Media First can help with).

That means that while I’m still going to take a journalistic approach to the interview, I’m going to start more gently than I would when faced with an experienced media spokesperson.

I’ll be looking to ask questions that hopefully put them at ease, help them to relax and open up and encourage them to share their thoughts.

I tend to think on my feet and if I feel they are growing in confidence I may go for some harder questions. If not, I’ll continue with open, gentle questions which encourage them to keep talking.

Whatever their confidence level, I won’t look for the curveball question that I may have used as a journalist.

 

Don’t share questions in advance

You will find conflicting advice about this in other blogs about content creation.

But, I really don’t believe in sending interviewees a list of questions I’m planning to ask in advance.

In my experience, doing this ensures scripted responses which won’t capture the conversational tone you need to aim for.

And, as I have already mentioned, I don’t prepare my own questions in advance.

I’m not completely heartless though. I will give them an overview of what I am looking for and hope to cover ahead of the interview. 

If conducting a #ContentMarketing interview, don't share the questions you're going to ask before-hand. It ensures you create a conversational tone and avoid scripted answers. Via: @37agency

 

Focus

It might sound needy, but when I carry out an interview I want the interviewee’s undivided attention.

There is nothing worse than when someone is in full flow, telling a great anecdote or story which will bring your content to life, and suddenly they are distracted by an email appearing on their screen or a phone call for example.

So, if I can, I always strive to carry out interviews away from their desk. Perhaps there is a meeting room you could use in your building, or you could possibly meet in a coffee shop.

I’ve even arranged to meet interviewees at their home to keep them away from the distracting work environment.

Similarly, I try to make sure they have got plenty of time for the interview. Finding that you have been given a 15-minute slot sandwiched between two meetings will result in a distracted interview.

 

Be curious

I have recently found myself writing content about office designs and workplace trends.

This is a subject I have not encountered in my career, despite some of the newspaper offices I have worked in being completely dingy and in desperate need of refurbishment.

So I was a little unsure of how this would go. But then my journalistic curiosity came into play and I wanted to find out what lay behind the statements I was being told.

I found myself asking lots of open questions, many of which began with ‘why’ or ‘how’ - part of the 5Ws and an H which form the basis of most lines of questioning (what, when, who, why, where and how).

Why should a modern officer contain lots of greenery? How does that improve the health of the office worker?

To adapt an old proverb, while curiosity killed the cat, lack of curiosity killed the reporter, or in this case the content producer.

 

Look out for sound bites

When we use the term sound bites in written content, we are talking about those all-important quotes that could potentially make your content stand out.

A good quote can make a punchy headline or perhaps some pull-out quotes that can be used to break up sections of content.

But, often people don’t talk in complete sentences or are not concise, which can mean finding these quotes can be tricky.

There are a couple of tricks I use.

The first is that I may suggest I have missed their last point, perhaps by saying something like ‘my shorthand isn’t what it used to be’ and ask them to repeat it in the hope they deliver something stronger second time around. 

The other approach is to re-phrase it for them. Once they have finished their point, I’ll say something along the lines of ‘so what you are saying is’ and look to produce a summary of what they have just said that better lends itself to being a quote.

If they agree with that summary then I can put the sentence I have reworded in their name.

 

Get it all down

As a former journalist, I have the advantage of being able to use shorthand when I carry out interviews.

I’ll admit my shorthand ability isn’t what it once was –neglected by years in newspaper managerial roles and a move to PR - but even if I was still capable of producing 100 words per minute, I would still look to record interviews I carry out for content production purposes to ensure I capture everything that is said.

Always make sure, however, that the interviewee is happy to be recorded.

 

Keep it conversational

I want my content to have a conversational tone.

That means that if I’m going to have lots quotes from my interviewee in the blog then I need them to be in the sort of everyday language they would use when talking to friends or family.

Industry jargon, management speak and acronyms could make great swathes of text unusable. Again, getting them out of the workplace and helping them to feel relaxed can help with this.

It also means that while I’ll have an idea of what I’m going to ask and may have some prepared questions to use as a guide, my interview is not going to be scripted.

A pretty sure fire way of making a conversation stilted is for the interviewer to make their way through a great shopping list of questions.

I want to be able to adapt as we go along and explore things that come up in conversation that I may not have considered and veer off in a direction I may not have imagined – you never know where this might lead.

 

Avoid group interviews

Group interviews are a nightmare for the content creator.

While the interviewee might prefer the ‘safety in numbers approach’, the result is typically a series of incomplete quotes as the subjects talk over each other and finish each other’s sentences.

And I think you also miss out on a lot of the personality that comes through when you talk to one person face to face.

It may be more time-consuming, but I would rather interview the people separately and then stitch together what they have said to form my content.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Emily Stonham
13th February 2019 - 9 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.