Generate Traffic and Leads with Video White Papers: Part One

video white papersThe Buggles were wrong. Video didn’t kill the radio star. It let the savvy ones reinvent themselves, and capitalize on the format. Some chose to enhance what they already were doing. Still others ignored the trend and slowly faded away. Well, maybe The Buggles were partially right.

Fast-forward a couple of decades or so…

Video definitely isn’t a new thing on the internets – but its growing popularity is. The spread of broadband access coupled with easy to use tools is making online video more common. Something you’ve probably noticed on your daily jaunts through the ‘nets. It’s also poised to make its big break in the marketing world. Here’s what Copyblogger Brian Clark said in a post last week:

While 2006 was the year online video went big, 2007 will be the year when we all see how it is best utilized for marketing.

So what does this mean for the home-based entrepreneur? In my view – it means a lot. Let’s start with…

The White Paper

White papers are a great way to get your message to your audience. I’ve used them, and ghostwritten even more as a consultant. In the software world, they have been one of the most effective tools I’ve found for demonstrating your expertise and helping potential customers understand what you can do for them.

If you really want to learn about white papers, check out Michael Stelzner’s website and book. He’s the white paper guy. Michael describes a white paper as:

… a persuasive document that usually describes problems and how to solve them. The white paper is a crossbreed of a magazine article and a brochure. It takes the objective and educational approach of an article and weaves in persuasive corporate messages typically found in brochures.

So you know what online video is, and you know what a white paper is. So what’s a video white paper and how can it generate traffic and leads?

I’ll get in to that in part 2.


  1. Tony;

    Thanks so much for mentioning my name!

    I am most interested in what you have to say about video white papers.

    Please be sure to keep me posted. Perhaps my readers might be interested as well.

    All my best!


  2. No problem, Mike. I think your stuff is about the best resource around on writing white papers. I’m a big proponent of marketing through educating your customers, and white papers are a terrific tool for that.

    Thanks for stopping by!

  3. Now THAT was a great post and I can’t wait for the next and the next and …

    I’m hoping this goes on for a while.

  4. Thanks, Mike. I was going to do a simple overview post, but the more I thought about it, the more I felt it really needed more than one. The value they offer is really compelling. I’ve seen the benefits in my own business, and with some of my clients.

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