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. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? Blog WhitePaperPundit Twitter Jonathan_Kantor. 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. He is also the author of the White Paper Pundit blog. Books. MORE >>

will look for clues in your blog posts, Twitter tweets, forums, and other forms of social media. will look for this in your white papers, case studies, data sheets, articles, webinars, e-books, and other educational content and tools. will look for a well-designed, organized, and complete website, regular newsletters, targeted e-mails, trade show presence, search engine results, and most of all: contact information that leads me to a real person. Does your brand personality show through? Remember watching cartoons about Aladdin and the magic lamp? MORE >>

webinar attendee, for example, could be offered additional webinars or white papers in a follow-up email, while a CEO attending a trade show could receive an invitation to an exclusive executive dinner or panel discussion. Always monitor social media during and after your live events, and be sure to supply a Twitter hashtag for each event. For more thoughtful tips, we recommend the white paper “ Introduction to Integrated Marketing: Online and In-Person Events.”. That’s a lot of missed opportunities. Establish your event marketing goals. MORE >>

B2B buyers are most likely to share useful vendor content via email (79%), followed by LinkedIn (53%), Twitter (39%) and Facebook (18%). Women make up the larger share of users on Facebook (58% to 42%) and are a slightly larger share on Twitter (52% to 48%) while men are the predominate users of LinkedIn (63% to 37%) and Google+ (71% to 29%). Worldwide, 86% of companies have a presence on Facebook and Twitter, while just over half use YouTube and Linked and only slightly more than a third have a presence on Pinterest and/or Google+. Twitter Stats. Earnest Agency ). MORE >>

The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. Customization of the content can be generated prior to presenting the content, such as using registration profiles to customize the e-mail blast, or in real time, like a dynamic white paper that asks the customer a few questions and then completely tunes the white paper based on profile, stage in buying cycle, opportunity and need. MORE >>