Chapter 07

Chapter 7—Publishing Articles, White Papers and E-Books TRUE/FALSE 1. The term "No Follow" means that an article has been penalized by search engines and is omitted from search engine results. ANS: F REF: 124 TOP: Publishing and Distributing Articles 2. An article title needs to create some incentive to read the article. ANS: T REF: 125 TOP: Publishing and Distributing Articles 3. White papers typically have at least 10 pages of text, are double spaced, and include sources. ANS: F REF: 128 TOP: Creating White Papers and E-Books 4. An overt goal is one that is not directly mentioned in a white paper or e-book. ANS: F REF: 128-129 TOP: Creating White Papers and E-Books | Step #1. Assess Needs 5. A professional white paper typically requires research, writing, editing, and review. ANS: T REF: 129 TOP: Creating White Papers and E-Books | Step #2. Plan 6. Using marketing jargon in a white paper helps it appear more educational and credible. ANS: F REF: 130 TOP: Creating White Papers and E-Books | Step #6. Write 7. E-books are considered more prestigious than white papers. ANS: F REF: 131 TOP: Creating White Papers and E-Books | Step #9. Publish 8. The primary goal for creating white papers, e-books or articles is to build a company's thought leadership and expertise in an area, ultimately generating sales leads. ANS: T REF: 135 TOP: Marketing with Articles, E-Books and White Papers MULTIPLE CHOICE

1. What is an article directory? a. A website where users submit articles for syndication. b. A search engine for articles. c. The steps required to prepare and write an article. d. An online publication that accepts user-submitted articles. e. An important element of a marketing strategy. ANS: A REF: 123 TOP: Publishing Articles, White Papers and E-Books 2. The primary difference between articles found in directories and those in newspapers and magazines is that a. Newspapers and magazines pay more for an article. b. Newspapers and magazines provide editorial oversight. c. A byline is more prominent in a directory article. d. Directory articles are better optimized for search engines. e. Directory articles carry more prestige and influence. ANS: B REF: 123 TOP: Publishing Articles, White Papers and E-Books 3. An article differs from a blog in what way? a. There is more keyword research needed for a blog post. b. An article is longer and goes into more detail. c. Articles have a more prominent sales message. d. They are the same, only a blog post is posted only on your own website. e. A blog cannot be formatted as a PDF. ANS: B REF: 124 TOP: Publishing and Distributing Articles 4. What is the first step when publishing and distributing an article as part of a marketing strategy? a. Hire a writer. b. Identify a catchy title. c. Find industry experts to interview. d. Determine what font and layout to use. e. Identify the content that will interest the target audience. ANS: E REF: 124 TOP: Publishing and Distributing Articles 5. A white paper is defined as a. A government publication. b. An article that does not pitch a particular product or company. c. A technical document that describes how a product solves a particular problem. d. An article written for a business audience. e. A technical and marketing focused article. ANS: C REF: 128 TOP: Creating White Papers and E-Books 6. White papers are generally intended to a. Provide post-purchase technical support. b. Survey a target audience.

ANS: A REF: 135 TOP: Marketing with Articles, E-Books and White Papers 12. Which of the following is a true statement? a. Articles are better lead generation tools than either e-books or white papers. b. E-books are typically distributed offline. c. E-books are primarily used in B2B marketing. d. E-books and white papers have a high perceived value. e. Successful white papers include a sales message. ANS: D REF: 136 TOP: Marketing with Articles, E-Books and White Papers SHORT ANSWER 1. What are the five factors to consider when determining how many white papers or e-book to publish as part of a social media marketing campaign? ANS: 1. A company's level of experience - The less experience a company has, the fewer papers it should write before evaluating the overall experience. 2. The total number of market segments - The more market segments a company has, the more white papers may be needed to reach them. 3. The number of problems to be solved - The more problems, the more white papers needed. 4. Competition - If the competition is also publishing white papers, it can affect how many a company plans to publish. 5. Budget - How much budget is available to support research and publishing white papers? REF: 135 TOP: Marketing with Articles, E-Books and White Papers 2. Identify the 9 steps to writing white papers. ANS: 1. Assess needs 2. Plan 3. Acquire information 4. Organize content 5. Design the look and feel 6. Write 7. Illustrate 8. Review, revise and approve 9. Publish REF: 128 TOP: Creating White Papers and E-Books