We have grown accustomed to short, quick messaging methodologies and unable to read detailed information for a substantial period of time before becoming distracted by events that require our immediate attention. Designing Information for Today’s Time and Attention Challenged Business Reader. thorough understanding of how business decision makers assimilate white paper information that forms our development, production, and design strategy. In addition, the advent of Social Media has changed the way we interact with information. Crafting White Paper 2.0 MORE >>

How should marketers solve this informational need? The biggest challenge in white paper development and marketing is constructing a formal process that translates raw Subject Matter Expert (SME) interviews or online research information into a compelling white paper sufficient to generate high quality business leads and/or a greater number of social media followers. If the paper is meant for someone early in the buying cycle, it should be free of information about your offering and should instead explore issues and trends that are top of mind for the prospect. Books. MORE >>

Websites, prescription information, contracts, retail space, Powerpoint … 'nuff said. Websites, prescription information, contracts, retail space, Powerpoint presentations… 'nuff said. Human emotion drives buying decisions. Brands have a great part with driving these human emotions. We asked Anaezi Modu "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Anaezi Modu is the founder and CEO of REBRAND (TM) and the REBRAND 100 (R) Global Awards, among other ventures. Anaezi Modu. Anything. Anything. MORE >>

This is due to expanded self-education via the vast amount of information online, more people involved in the buying process and the resulting increase in time it takes to gain consensus to get to complex purchase decisions. Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. But measuring doesn't have to be difficult. We asked our panel of B2B marketing experts "How can B2B marketers measure return on investment (leads generated, market awareness etc) for the money/effort spent on creating and marketing content? MORE >>

What this means is that an average web surfer will devote about three seconds to web information before they are either engaged by its content/presentation and will read more of it, or if not they will surf to an entirely different site. White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" " Read on to get their insights. Jonathan Kantor. Blog WhitePaperPundit Twitter Jonathan_Kantor. He is also the author of the White Paper Pundit blog. MORE >>