Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader

Kantor, Jonathan

ISBN 10: 0557163242 / ISBN 13: 9780557163243

Published by Lulu.com, 2010

About this Item

Seller Inventory # I-9780557163243

Bibliographic Details

• Title: Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader
• Publisher: Lulu.com
• Publication Date: 2010
• Language: English
• ISBN 10: 0557163242
• ISBN 13: 9780557163243
• Binding: Soft cover
• Condition: New

About this title

Synopsis

Today, we live in a world of 'abbreviated information'. We don't send long emails, we opt for brief text messages or 'Tweets' via Twitter. Unlike previous generations, we have become a 'short attention' society, unable to read detailed information for a substantial period of time before becoming distracted by events that require our immediate attention. As we grow accustomed to short, quick messaging methodologies, our ability to read lengthy and detailed information such as white papers will decline. To address this growing trend, white paper information must change from an 'all-text' medium to one that includes new elements that appeal to today's time and attention-challenged business reader. This book will help white paper marketers recognize this growing trend, and incorporate a host of new white paper elements that engage the 'short attention' reader. In doing so, marketers can have a greater impact with their white papers enabling greater business marketing effectiveness.