I declare the Whitepaper Dead! RIP YAWNERS!

I have blogged in the past about YAWNERS, Yet Another Whitepaper Nobody Ever Reads, and today, I want to go another step further and declare the whitepaper dead!

Why? Simply because we don't need to settle for generic, one size fits all content anymore. Customer have always wanted more, they've always said, "Hey, but what about me?"
Well, the great news is that we can now deliver technical marketing materials that are:

1) Relevant
2) Customized
3) Meaningful

Not only is this great for the customer, it provides our sales-teams with prequalified leads, and the knowledge to engage the prospect in a MUCH more meaningful and successful conversation.

Today, Nimsoft launched a great example with their new Nimsoft Cloud Readiness Assessment, a simple 5 minute online tool that delivers a customized PDF to the prospect minutes after completion. This allows Nimsoft to educate their potential clients by tailoring this deliverable to the specific situation of the client. Wow!

Here's another great example from FireEye, an innovator in Next Generation Malware Protection. Like the Nimsoft example, this allows both the prospect and the vendor to zero in on areas of need where there may be a fit.

These innovative programs are a sign-post of the future, a future of engaging content, tailored to the B2B buyers need. Wow, doesn't that sound cool. Whitepaper YAWNERs- RIP

YAWNER ™ : White papers, why???

As I am knee deep in a whitepaper deliverable for my current client, I stumbled on this posting:

http://www.visientllc.com/blog/ on not being "boring" with your marketing...and I was reminded of the acronym I created while at McAfee...

That's just a YAWNER - Yet Another White Paper Nobody Ever Reads. (Of course the YAWNER now has a close cousin, the YAVNEW, Yet Another Video Nobody Ever Watches, but that's for another time!).

I content that 98% of whitepapers from technology companies are YAWNERs and yawners. Why is this? Well I think there are a variety of reasons, but they net out into 3 broad categories:

1) Ready Fire Aim
2) The Kitchen Sink
3) Getta J0b (0r hire it out...)

First, as fundamental as it is, most whitepapers are simply not well targeted. Who is the audience, what is the current belief, what is the desired belief and what are the key messages. These are basic questions that any marketing professional should ask, but I am amazed at how rarely the product managers that I've spoken to or worked with can crisply articulate answers even in retrospect. Getting sleepy yet?

Second, too many whitepapers are just the kitchen sink. Well, this is a great whitepaper about product X, so let's throw product Y into the mix because it's strategic too. Or let's try make this serve "multiple audiences", so the business whitepaper ends up with 5 pages of dissertation on the ins and out of our API set. You get the picture. You almost know if you can't cover a topic in 10 pages or less, there's more than one topic, break it up. If you're targeting is on, the message should be lot tighter. Eye's drooping???

Third, getta job! As much as we would like every PM and PMM to be a great writer, the fact is, most are not. But a good editor (insourced or outsourced) can make all the difference. And you PMMs out there reading this, insist on it. Take your knowledge and leverage it, don't try to be everything! Now I'm getting tired!

So, in summary it's just plain simple: 1) Target 2) Resist scope and subject creep 3) get the right skills deployed. Maybe then yours will be one of the 2% of whitepapers that are actually readable and powerful marketing tools...

Good luck!