Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Across the buyer’s decision-making journey, white papers are leveraged: 35% during the early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?” Although white papers are still a workhorse, there is a troubling fact that deserves your immediate attention. MORE >>

Content can be produced in a wide variety of formats: • White papers. Case studies. The use of keywords in content should never be forced; content that’s truly written for your target prospects will incorporate these words and phrases in a natural manner. Compelling: to be shareworthy from your standpoint, the content should compel the reader to take some sort of next step—download a white paper, register for a webinar, subscribe to your newsletter, contact your sales team—some type of action that makes the effort of developing the content worthwhile. MORE >>

Every couple of weeks it seems, I see someone confuse customer case studies and white papers. People frequently call case studies "white papers," and vice versa - even marketing folks. In my narrowly focused case study world, I see them as distinctly different. Customer case studies and white papers are both narrative forms of marketing that focus more on how challenges are solved rather than on heavy promotion. Answer : White paper. Answer : Customer case study. MORE >>

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral. Benefits/Applications/ROI (including case studies, if possible). How to choose a solution/vendor. Summary. MORE >>

Tweet In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects. White papers. Of course not all white papers are created equally. Done well, white papers can mean the difference between a prospect engaging in the sales process with you, rather than the competition. Done poorly, white papers can do more to make you look bad than influence your prospects to buy. 1 – Write to a single ideal prospect. MORE >>