We call the profile questions pivot points – the dimensions around which the content will be customized, and to decide which of these to use there will typically be some compromise and tradeoff between: Profiling depth Buyer priorities for personalization A vailable content F irst, there is a tradeoff between how much profile data to collect, requiring the user to answer more questions and spend more time prior to getting a custom report, versus having enough profile information in order to do intelligent content personalization. MORE >>

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Jonathan Kantor is 14-year white paper marketing veteran. writer must obtain as many details about that target reader in order to develop a truly exceptional and highly effective paper. Books. MORE >>

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. How should marketers solve this informational need? We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? 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. White Paper FAQs. MORE >>

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" " We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" Who needs white papers anyway? MORE >>

Content can be produced in a wide variety of formats: • White papers. Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buying cycle (e.g. Remarkable: ask yourself—if I were on a buying team that was evaluating my product or service, is this a piece of content that I would feel inspired to pass along to other members of the team? There are several ways to find the key influencers in any industry. Content is like singing a song. Case studies. MORE >>