We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog. Generating More Leads with Video White Papers. White Paper FAQs. MORE >>

August, 2010. first wrote about developing a beat in 2008 -- and have updated the original blog post for this month's newsletter. Instead, you want to develop content that gives people information they find interesting and can actually use. This is why white papers, e-books, guides, reports, and blog articles are so popular. Think about developing content this way: a trade journal doesn't publish information about how to publish a magazine month after month (which is its specialty when you get down to it). newsletters / Blogs / Google Alerts. MORE >>

From the 2010 Content Marketing Spending Research by Junta42. newsletters – Publish monthly and include product and company news, customer success stories, technical “how-to’s”, and business ideas. White Papers – Don’t fall for the short attention span, 2-pager. Case Studies – These can be as short as two pages, but make sure you provide concrete information about the customer’s initial challenge, how it was solved, and lessons learned. I just finished reading this year’s latest marketing survey results over at the Junta42 site. More hits to the website? MORE >>

White papers come in all shapes and forms. Our Panel of White Paper Experts have written and reviewed thousands of white papers over the years. Which white paper stands out in their mind? We have invited White Paper Experts to answer this query: "Give one example of your most favorite white paper and why you like it" Read on to get their insights. Jonathan Kantor's Favorite White Paper -- Transforming Sampling into Shopper Marketing: Walmart’s “Bright Ideas” Event Program. MORE >>

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? Please pick 2 white papers that you consider outstanding - 1 example of a white paper addressed to a Technical Decision Maker and 1 example of a white paper addressed to a Business Decision Maker." MORE >>