Now, you may argue that design isn't all that important with white papers - the reader is more interested in the content rather than the way it looks. In short, like all of your content, you need to view your white paper from the perspective of the reader. 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. They are a fabulous way to make key text stand out. or 1.2). MORE >>

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. 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). While I think most marketers agree that design is important, especially for things like websites and eBooks, I have often found that this is overlooked with white papers. Callouts. MORE >>

Research reports are a popular content marketing tactic as readers crave tangible stats. Once the content is ready, we just want to get it out there! Think through all of the ways you can use this valuable content. 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. About the author: Michele is the Content Development Director of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. MORE >>

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. Company blog If you have a company blog, the content from your eBook is great material: Create a post that provides an overview of the eBook and links to it. Content syndication A great way to generate leads for your eBooks is through content syndication sites such as TechTarget. Content syndicators make eBooks and other content, such as webcasts, available to their readers. Including as a related resource. MORE >>

Well it seems despite all the noise and additional content channels the new media revolution has created that B2B buyers still can't get enough. No doubt the portablility of content that can be consumed on your phone, tablet PC, etc is making us more efficient at consumption but based on the recent infographic from our friends at BaseOne's Beyond blog consumption is up in pretty much every media catagory from 2010 to 2011. The even print gets a boost from 37 to 48%. Take a look and see if there is anything that makes your mouth water MORE >>