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Orkin's White Paper Campaign Has All The Right Stuff
By Joe Purcell
Expert Author
Article Date: 2011-06-16
We have talked before about launching a white paper like a product. The pest control giant, Orkin, recently released a white paper for their Bed Bug Business Plan campaign. Their approach epitomizes many of the ways to produce great results with white papers.
The white paper discusses the detection and treatment of bed bugs as well as an overview of the current state of bed bugs. The paper weaves in many of the a href="http://www.whitepapernews.com/whitepapernews-89-20101014HowToWriteASuccessfulWhitePaper.html">tips we have written about. For example, even just the first headline uses words of fear like 'damaging' and 'bite'.
Their white paper also appears with a webinar series, which are essentially the video white papers we talked about last time. As an experiment, say you are looking for Orkin's white paper on bed bugs. Visit the site here where the paper is located and reflect on what your reactions are about the fact that the paper comes in other media forms, namely video.
More than likely the fact that the paper is in other media forms will make you think there is greater legitimacy and appeal, because this shows that the paper is important enough to be expressed in more than one way. That is, the paper is important enough to be expressed with appeal to multiple audiences audiences like those who prefer videos over papers.
Last but not least, the paper comes with a press release. We've written before about the benefits of making a press release, focusing on the fact that the paper will then be further promoted by Google because of its ranking system.
Perhaps they could have made better use of social media, such as promoting the paper on their @AskTheOrkinMan Twitter page. As we've said before, social media can be a catalyst for generating downloads and could even promote Orkin's campaign in search engines. Orkin's white paper campaign has most of the right stuff and time will likely prove their ROI to be profitable.
About the Author:
Joe Purcell is a technology virtuoso, cyberspace frontiersman, and connoisseur of Linux, Mac, and Windows alike.
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