When someone clicks on an ad, well . . . we all know he or she's not exactly making a binding show of interest. When someone tries to read a 10,000-word nonfiction text document, on the other hand, he's committing a fair amount of time to the author. So LinkedIn is implementing the somewhat clever idea of making white papers act as ads.
White papers continue to reign as the supreme source of information for technology professionals, however many businesses are sorely missing the mark.
These are some of the key take home messages of a new study by CMO Council and TechTarget, entitled Technology Buying and Media Consumption Benchmarking Survey.
If you write white papers, you will want to take note of what I am about to say.
Every once and a while I come across a simply excellent white paper.
Blogs are bringing about changes in the way we live, the way we buy, the way we interact; giving a chance to speak and be heard to millions who would not otherwise bother giving their opinion in mainstream media.
Complex sales cycles make the development of multi-modal marketing strategies critical.
To deal with sales-resistant prospects, many B2B companies use white papers as part of their marketing mix. Generally, this type of report -- which ranges from 5, 10, 15 pages or more -- provides a case study of how your product or service solved a customer's problem.
Michael Stelzner wrote a solid overview article in MarketingProfs this week titled, "How White Papers Can Turbo-Boost Your Lead-Generation Campaign."
In order to sell a solution, you have to build awareness that there is a problem. Once you have built that awareness, you need to build awareness that your firm can solve that problem.
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