Comments on: Keeping Competitors Away From Our White Papers

By: Natalie Brahan

Natalie Brahan — Sun, 15 Jun 2008 19:34:32 +0000

Pengora, why are you so rude?? We all can make gramar mistakes in a rush!!

By: Michael Stelzner

Michael Stelzner — Tue, 10 Jun 2008 18:51:08 +0000

Pengdora - Good catch! Obviously my editor does not review my blog posts. - Mike

By: Pengdora

Pengdora — Tue, 10 Jun 2008 13:30:20 +0000

“Competitor’s?” “Let’s here from you?”

How are we supposed to take you seriously when you don’t know basic grammar?

By: Michael Stelzner

Michael Stelzner — Fri, 25 Apr 2008 22:04:30 +0000

Share - I have never paid for a white paper. Payment is much different than login or registration. - Mike

By: Share video

Share video — Fri, 25 Apr 2008 20:27:50 +0000

White papers are not always free. For some white papers, payment is needed. And some of them, login/registration is a necessity. Among all white papers, I like TEC white paper the most.

By: Michael Stelzner

Michael Stelzner — Fri, 25 Apr 2008 16:55:56 +0000

Cary - Did I say something about reports being free? No, I said you can charge for those. - Mike

By: Cary King

Cary King — Fri, 25 Apr 2008 15:16:35 +0000

In my industry there are lots of examples of companies that sell “reports” - 3 to 25 page papers. Forrester, Gartner, EMA… You believe their business model is a bad idea?

Thre is a difference between white papers for lead generation and reports with details. Reports with details become similar to books.

By: Michael Stelzner

Michael Stelzner — Thu, 24 Apr 2008 13:25:25 +0000

Hey Graham and Jacques!

Graham, in their case, they are trying to “So, we’re trying to find ways to put those ideas out there.”

Thus, they want exposure for their ideas.

I agree that there are some papers that are competitive attack pieces and those you want to only deliver “as need” for specific opportunities.

Mike

By: Graham Strong

Graham Strong — Thu, 24 Apr 2008 13:19:55 +0000

I think that it all depends on the purpose of the white paper. I agree that white papers should be free, and if you are using the white paper for lead generation then you have to assume that your competitors will get a hold of it.

On the other hand, if you are using a white paper to foster good relations within your current client base, then there is no reason to market it or even put it on the web at all. As you pointed out Michael, your competitors will likely get a hold of it somehow. But by not “publishing on the web” (i.e. emailing the white paper to clients/customers or including it within a Members-Only section of your website), you might slow this process down and extend your first-mover advantage.

~Graham

By: Jacques Snyman

Jacques Snyman — Thu, 24 Apr 2008 05:42:10 +0000

Excellent post! Being a wallflower is not a good idea. If you got it, flaunt it and let the others worry about catching up!