Crafting white paper 2.0 : designing information for today's time and attention-challenged business reader (Book, 2009) [WorldCat.org]
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Crafting white paper 2.0 : designing information for today's time and attention-challenged business reader

Author: Jonathan Kantor
Publisher: [Place of publication not identified] : Lulu Publishing, 2009.
Edition/Format:   Print book : English
Summary:
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,  Read more...
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Details

Document Type: Book
All Authors / Contributors: Jonathan Kantor
ISBN: 9780557163243 0557163242
OCLC Number: 715171566
Description: ix, 156 pages : illustrations ; 23 cm
Contents: Understanding today's white paper medium --
The relationship between time and attention --
Comparing reading and writing styles --
Social media and reader attention spans --
How much information is enough? --
Why the traditional white paper won't work --
Why is the all-text white paper popular? --
What is a white paper 2.0 strategy? --
Forming your white paper 2.0 subject strategy --
White paper 2.0 : six elements for reader attention --
Executive summaries to grab reader attention --
Concluding summaries : not last, but often first --
Callouts : the first item noticed on the page --
Graphics : visual reader engagement --
Bullet lists : using text to gain attention --
Shaded text boxes : for bottom-line statements --
White paper design : natural attraction --
Case studies : attention via real-life examples --
Do tables aid the short attention reader? --
A complete white paper 2.0 page --
White paper 2.0 online sharing and distribution --
Ten attention-generating ideas for white papers --
Nine attention-robbing white paper mistakes.
Responsibility: Jonathan Kantor.

Abstract:

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.--From publisher description.

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