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首页> 外文期刊>IEEE Transactions on Professional Communication >Hard or Soft Sell? Understanding White Papers as Content Marketing
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Hard or Soft Sell? Understanding White Papers as Content Marketing

机译：硬卖还是软卖？了解白皮书作为内容营销

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Background: Although some have noted that combining technical and marketing content is precarious, technical communication professionals are increasingly involved in content marketing, which includes the creation of white papers. Literature review: The little existing literature on white papers provides conflicting guidance about managing the combination of technical and marketing content. Both soft-sell and hard-sell marketing approaches have been recommended. One source of such inconsistent guidance may be the lack of agreement about definitions. Research on print advertisements has described hard and soft selling as multidimensional rather than binary aspects of persuasive appeals. Research question: Which dimensions of hard- and soft-sell appeals are predominant in white papers? Research methodology: To complete our descriptive study, we collected a corpus of documents labeled as white papers in TechRepublic, and then selected and trained three raters to complete a series of judgments about dimensions of persuasive appeals in the corpus. We aggregated those ratings, calculating the mean and standard deviation for the dimensions to describe their distribution across the corpus. Results/discussion: Overall, hard-sell dimensions were more prevalent than soft-sell dimensions. However, the soft-sell category of "implicitness" was also dominant. Conclusion: Our results demonstrate the value of treating hard and soft selling as multidimensional, complementary, and combinatory marketing appeals that allow, for example, a single white paper to be both "subjective" (soft sell), and "precise" (hard sell), or both "creative" (soft sell) and "informative" (hard sell).
机译：背景：尽管有人指出，将技术和市场营销内容结合起来是不稳定的，但是技术传播专业人员越来越多地参与内容营销，其中包括创建白皮书。文献综述：白皮书中鲜有的文献为管理技术和市场营销内容的组合提供了相互矛盾的指导。推荐软销售和硬销售两种营销方式。这种不一致的指导原则的一个来源可能是对定义缺乏共识。对印刷广告的研究已将硬性销售和软性销售描述为具有说服力的吸引力的多维而非二元方面。研究问题：白皮书中，硬性和软性上诉的哪个维度占主导地位？研究方法：为了完成描述性研究，我们在TechRepublic中收集了标记为白皮书的文档语料库，然后选择和培训了三个评估人，以完成对语料库中说服力上诉维度的一系列判断。我们汇总了这些评分，计算了维度的平均值和标准差，以描述维度在语料库中的分布。结果/讨论：总的来说，硬销售比软销售更普遍。但是，“隐性”的软销售类别也占主导地位。结论：我们的结果表明，将硬性销售和软性销售视为多维，互补和组合的营销吸引力具有价值，例如，一张白皮书既可以是“主观的”（软性销售）又可以是“精确的”（硬性销售） ），或“创意”（软销售）和“信息”（硬销售）两者。

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