Related posts: 3 Ways to Make Sure Prospects Find Your White Papers - By Stephanie Tilton A.T.T.P - Never write another piece without knowing what this is - By Wendy Thomas The Eyes Have It - by Heather Rubesch Read more Savvy B2B posts from Michele Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Readers are busy, and they're looking for the takeaway quickly and easily. MORE >>

About the author: Michele Linn is a B2B content strategist who helps companies create content and think through how their B2B prospects will consume it (from registration to promotion). You can follow her on Twitter or read more of her posts on Savvy B2B Great content is more than compelling words on a page. There are a lot of things that go creating content that your audience wants to read and forward, but one of the most critical factors is design. Kantor identifies six key elements to include in your white paper to make them easier to consume: Executive summaries. MORE >>

For example, when I worked on the B2B content marketing research last year, I planned follow up posts that addressed challenges identified in the research. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her onTwitter @michelelinn or read more of her posts on Savvy B2B Research reports are a popular content marketing tactic as readers crave tangible stats. While they are useful, they can take a lot of time to execute well. Start with the end in mind. Consider the design. MORE >>

For nine more ideas , check out one of Jamie's first posts on Savvy B2B! She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her on Twitter or read more of her posts on Savvy B2B Oftentimes, when your content doesn't perform well, it's not because it isn't useful, but it's because you aren't marketing the piece well. To help, here are 12 ideas on how you can promote your white paper and eBook (I refer to eBooks below, but these ideas apply to white papers as well). MORE >>

At Savvy B2B Marketing, we thrive on different perspectives and new ideas, which is why we are thrilled to welcome today's guest blogger, Casey HIbbard, also known as the queen of case studies. In her blog - Stories that Sell - Casey shares success-story marketing best practices. More fantastic guests are planned for the weeks ahead, so stay tuned. Customer case studies are high-value, in-demand marketing and sales collateral. Marketing teams are tasked with producing powerful stories, yet it’s not always easy. The same questions come up again and again. MORE >>