Marketing Craftmanship
OCTOBER 25, 2023
Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars. They don’t appreciate the power of earned media.
Marketing Craftmanship
JUNE 11, 2015
White Paper…check. Some tactics can be measured in terms of direct business outcomes, such as lead generation. Both Do-It-Yourself marketers and professional marketers alike rationalize their activity on a tactical basis (number of white paper downloads, website traffic, “Likes” and “Re-Tweets,” etc.), Blog…check.
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Marketing Craftmanship
MAY 13, 2020
Although most company CEOs or owners would never consider operating without a website — which serves as the modern-day storefront — many of them over the years have confessed to me that they see no tangible connection between their website or social media and tangible business outcomes, such as lead generation, increased sales or new accounts.
Marketing Craftmanship
FEBRUARY 6, 2016
White papers and editorial content are poorly disguised sales pitches, and offer no helpful information or insights. My brief adult conversation with them goes like this: Clients and prospects don’t really give a hoot about your white papers, industry awards or client list. There’s never enough money in the budget.
Marketing Craftmanship
MARCH 27, 2013
The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers jumped the shark when they became paid content.
Marketing Craftmanship
APRIL 8, 2011
The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.
Marketing Craftmanship
NOVEMBER 17, 2011
Canned newsletters, boring white papers or news items announcing the firm’s new senior partner or service offering do not drive interest or top-of-mind awareness. However, the discipline also serves as an effective butterfly net, allowing you to nurture leads and ultimately seek out a relationship on a proactive basis.
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