White Paper Marketing

If You Want Better Leads, Set Your Content Free

I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles. What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain. Traditional lead generation tactics usually involves …

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White Papers Prove Their Worth Once Again

Technical and b-to-b marketers usually include white papers in their marketing mix. Now, there’s even more evidence that they are indeed valuable in influencing the buying decision. Eccolo Media, a content strategy services company did an online survey of 155 technology buyers last August. A whopping 86% of respondents found white papers to be the …

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Yesterday’s Nerdy White Paper Becomes Today’s Top Marketing Weapon

The white paper – what began as a wordy, complicated, techie document has become the cool, neat catalyst for generating insatiable demand, and freelance writers are cashing in with corporate content in 2009. And when a Google search for “white papers” returns millions of results… that means somebody’s got to write them. Now more than ever, …

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Making a Statement with White Papers

In a recent forum, someone asked the question, what are white papers? This was my response. White papers are a form of marketing communication that fill a gap that most other formats cannot. They are unique because they provide valuable information that is more solution oriented, rather than branding-driven as in an ad or a brochure. …

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