Ambal's Amusings

DECEMBER 8, 2009

What impact does this have on the readers of our white papers? How do we ensure that our white paper is not only read but also acted upon? Jonathan Kantor addresses this question and more in his new book Crafting White Paper 2.0: Crafting White Paper 2.0 Tell us about The White Paper Company.

Paper 100

Paper Enterprise Management Work Management Marketing Management 100

Marketing Insider Group

APRIL 21, 2021

With so much content inundating customers today—from short ads on social media to longer form blogs, eBooks, white papers, and articles—you need to carve out your content niche by asking yourself: What type of content will my target audience actually want to read? Try long-form content like eBooks and white papers.

B2B 362

B2B Paid Search Agency Guidelines Content 362

SnapApp

AUGUST 11, 2015

So while tools like white papers are powerful, there are many other content options to consider when you really want to connect with your audience. Podcasts can be powerful lead generators that bring in new customers and build brand awareness much in the same way a traditional white paper would. Double whammy!

Paper 54

Paper B2B Marketing Planning Screencast 54

Ambal's Amusings

MAY 6, 2010

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog. Which content should be free?

Paper 100

Paper Enterprise Management Buying Cycle Lead Ranking 100

Ambal's Amusings

FEBRUARY 4, 2010

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?"

Paper 100

Paper Enterprise Management Marketing Management Case Studies 100

Marketing Insider Group

FEBRUARY 3, 2021

For example, your team might tackle a set of social media posts for a retailer for the first half of their day, while during the next half, they dig into heavy research to craft a white paper for a medical equipment manufacturer. When you outsource content production, the agency takes on these costs.

Marketing Agencies 2 272

Marketing Agencies 2 Paid Search Agency Advertising Agencies Ad Agencies 272

Act-On

NOVEMBER 15, 2023

As a result, you’ll want to periodically review, update research, and align to ensure you’re positioned to get the best results from your content and sales efforts. But first, they want to test potential solutions, so they schedule product demos. And a by-product of that alignment is information sharing. Iterate and refine.

Sales Cycle 229

Sales Cycle Practices Marketing Automation Services Buyer Personas 229

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 know how to generate positive coverage. They don’t appreciate the power of earned media.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Trade Press Services Newsletter

SEPTEMBER 7, 2023

“It is a powerful tool that can help businesses establish their brand’s credibility, provide easy access to information, ensure a positive narrative in the media, and create a cohesive brand identity.” The content gives readers insight into your company and your products or services. Product and service information.

Press 130

Press Personalization Brand Identity Branding 130

ClearVoice

AUGUST 23, 2022

Rather than trying to sell your product or service, you’re providing valuable insights to your readers. Not only does this content educate them but it positions you or your brand as the expert on this topic. The post How to Position Your Brand as a Thought Leader with Content appeared first on ClearVoice Blog.

Positioning 52

Positioning Thought Leadership Brand Identity Branding 52

Marketing Insider Group

APRIL 19, 2021

Explaining what their products and expertise can do for those customers. You might think that your product can make the entire world a better place. to making a purchase – and all the steps in between, such as requesting an ebook or white paper or signing up for a free trial. Set yourself apart from the competition.

Startups 339

Startups B2B Marketing Buyer Personas Advertising Agencies 339

Marketing Insider Group

MARCH 29, 2021

You’ve decided to open up new markets for your products, but you have a major challenge: how to build brand awareness among your new target customers. Whether it’s a new region or a new industry you want to target, one thing is constant: you need to identify which customers are likely to need your products and services.

Planning 363

Planning Paid Search Agency Advertising Agencies Content Marketing 363

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage. Why #leadnurturing success means not asking for the sale via @spearmktg. Click To Tweet. Photo by NeONBRAND on Unsplash.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

Marketing Insider Group

MARCH 31, 2020

There’s another reason, though, that voice searches will dominate 2020’s digital marketing trends: Position Zero. The coveted position atop the results page can only have your business’s name on it only if you’ve optimized your website for voice queries. It’s all about natural language and questions. And time, as we all know, is money.

Trends 355

Trends Work Management Peer-to-peer Marketing Management 355

Trade Press Services Newsletter

JANUARY 4, 2024

Do you want to increase visibility, establish thought leadership, enter a new marketplace, or launch a new product or service? Whether it’s bylined articles, white papers, how-to guides or videos, new content is the best way to drive new leads and engage with your customers. Go full steam ahead with content creation.

Marketing AI 130

Marketing AI Course B2B Thought Leadership Planning 130

Content Standard

AUGUST 12, 2021

Most importantly, it positions a brand as a leader—a visionary that empowers its audience to think about ideas differently, to see a new angle, or to approach a problem in an unexpected way. Successful content is able to establish a foothold for the brand as a trusted source of valuable advice.

Thought Leadership 138

Thought Leadership Differentiation Paper Lead Scoring 138

ClearVoice

JANUARY 26, 2024

They want to be informed and educated about brands, products, and services. Creating a data study or white paper for $10,000 may sound extravagant when that same amount in a paid campaign could drive 20 new qualified leads immediately, but how does that white paper help convert leads into customers by validating your product or service?

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Hinge Marketing

OCTOBER 22, 2020

It is the dilemma of content production. They want to know who their competitors are, what they should be charging for a product or service, how are they seen in the marketplace, etc. First is the study itself, which becomes a lead magnet, produced as a report or white paper. For many it is unbearable and unrelenting.

Top of Funnel 128

Top of Funnel Product B2B Thought Leadership B2B 128

Zoominfo

OCTOBER 18, 2022

Finding your place in the market Before worrying about whether to adopt a demand-gen or lead-gen approach, Hanson says startups need to figure out their place in the market, and then be able to articulate that position to the market in the form of a strategic narrative. Is this a brand-new thing you’re creating with this product?”

Lead Gen 130

Lead Gen Startups Demand Allocation 130

Trade Press Services Newsletter

OCTOBER 6, 2022

It positions your brand as an expert, authoritative leader in your industry. Examples of thought leadership content include bylined articles, white papers, books, case studies and even LinkedIn posts. Even if you don’t have the resources to launch your own production, you can still leverage the benefits of podcasting.

Planning 130

Planning Marketing Plans Webinar Metrics B2B Thought Leadership 130

Marketing Insider Group

MARCH 24, 2021

All your research, great writing, and video production can set the stage. And, prospects will feel more comfortable asking your employees questions about your products and services. Although you might have to fork over some cash – or at least some of your products – for an influencer’s imprimatur, it’s often well worth the investment.

Brand Identity 357

Brand Identity Branding Advertising Agencies Content 357

ClickZ

FEBRUARY 4, 2021

In a new white paper, Sellercloud notes several promising post-pandemic ecommerce trends, including consumers’ willingness to branch out into smaller marketplaces and seek out D2C options in their search for goods. Sellercloud notes that this level of growth would normally take 4-6 years to achieve.

eCommerce 111

eCommerce Advertising Channels Optimization Multi-Channel 111

B2B Marketing Directions

APRIL 7, 2024

The American Psychological Association defines a halo effect as, "a rating bias in which a general evaluation (usually positive) of a person, or an evaluation of a person on a specific dimension, influences judgments of that person on other specific dimensions."

Content Marketing 70

Content Marketing Content Ethics Impressions 70

SmartBug Media

APRIL 3, 2023

But the question is where to start, especially if your product or service targets multiple buyers. The goal here is to provide useful information and position yourself as an expert in your field. Additionally, you can offer types of content such as white papers and e-books to provide longer-form answers.

Sales Qualified Leads 98

Sales Qualified Leads Top of Funnel Personalization Generation 98

Martech

AUGUST 22, 2023

Let’s look at a company that figured out how to change their marketing to meet their buyers’ behavior and create a positioning that added greater value to their perception in the marketplace. And they are continuing to expand their production capabilities. Shifting from a product company to a solution provider: A 5-step program 1.

Case Studies 79

Case Studies Case Study Studies Buy 79

Trade Press Services

MARCH 4, 2024

From bylined articles to informational videos, content helps prospects learn about brands and gather information about their products and services. It also helps companies position themselves as experts in their fields, building credibility and trust with target audiences. This is a key attribute of any thought leader.

Top of Funnel 80

Top of Funnel Trends B2B Thought Leadership Buyer Personas 80

Marketing Insider Group

DECEMBER 4, 2019

However, on the landing page, everything is contingent to the details based on the companies products and solutions. Classifying the benefits of your product and services provides them with a concise user experience. Tweaking it to maximize conversations will positively affect the ROI of your entire B2B marketing efforts.

Landing Pages 324

Landing Pages Conversion Top of Funnel Classified Ads 324

Anything Goes Marketing

NOVEMBER 19, 2006

Have you created a white paper for your organization in order to generate leads? If you have, there are some great tips that Michael Stelzner has just written about in an article Getting The Most From Your White Paper Marketing. Warm them up to the idea of registration with some "meat" from the white paper.

Paper 100

Paper Lead Generation Auto Responder Generation 100

Lead Forensics

APRIL 2, 2024

Explain how your product or service will save them money in the long run, increase efficiency, or generate new revenue streams. Demonstrate how your product solves a critical problem that will free up resources in other areas. “I can get a cheaper version of your product elsewhere.” Objections: Price & Budget 1.

Effectiveness 52

Effectiveness Work Management RFP Case Studies 52

The Point

OCTOBER 11, 2012

In the business of Search Engine Marketing (SEM) , this strategy is sometimes referred to as “ego bidding” – that is, securing the top position (or one of the top 3 positions) for a particular search term, regardless of cost or efficiency.

Positioning 100

Positioning Paid Search Agency Cost Google 100

Marketing Insider Group

APRIL 11, 2023

When you invest in digital marketing services, you also secure a reliable way to reach your niche audiences and promote your products and services. Creating blog posts , videos, articles, Ebooks, case studies, white papers, etc. Why Spend Your Budget on Digital Marketing Services? Content Creation. Distribution. Optimization.

Marketing Automation Services 323

Marketing Automation Services Marketing Budget Paid Search Agency Service 323

Act-On

SEPTEMBER 24, 2023

Hitting the #1 position in search results is every SEO marketer’s dream. An example of top-of-the-funnel keywords she might search include “How to improve marketing productivity” or “How to scale a marketing department.” With higher traffic and more page views, it’s only reasonable to expect a bump in conversions and sales.

Top of Funnel 130

Top of Funnel Marketing Funnels Keywords Marketing Automation Services 130

Onalytica B2B

AUGUST 23, 2017

Last week we published our white paper called The Definitive Practical Guide to Influencer Relationship Management. First thing’s first- what does the white paper cover? This white paper is extensive and exhaustive, with each section covered deserving of its own limelight.

Peer-to-peer 192

Peer-to-peer Advertising Agencies Word of Mouth Work Management 192

ClearVoice

OCTOBER 26, 2022

One thing to keep in mind during your content creation efforts, particularly in the awareness and consideration stages, is that your content should be about the customer, not your product or service. White papers: A white paper is one of the most in-depth pieces of content you can offer your audience.

Demand Generation Agencies 59

Demand Generation Agencies Demand Generation Demand Webinar Metrics 59

BOP Design

NOVEMBER 23, 2022

The fact is that prospects in B2B industries are doing research online for products and services. Think about nurturing your leads with blog posts, white papers, case studies, use cases, videos, email updates, and other forms of digital content. A Polished Web Presence Is Expected. Every buying relationship is based on trust.

B2B Marketing 107

B2B Marketing Allocation B2B Paid Search Agency 107

Biznology

FEBRUARY 16, 2018

I want to discuss how the addition of stories to Instagram positions the platform to present what is typically the most important and powerful tool in content marketing: the ability to teach. And, we know that few things motivate buyers as much as the door slamming shut on a great deal for a desirable product or service.

Budget Programs 156

Budget Programs Paid Search Agency Storytelling Blast Campaigns 156

Martech

JANUARY 26, 2023

An enterprise tech company launching a new AI product might want to partner with an influencer to collaborate in creating a video series or a white paper. The influencer would lend credibility to the campaign by providing their insights into why the AI product is best-in-class. Get MarTech! In your inbox.

Paid Content 140

Paid Content Enterprise Management Work Management B2B Marketing 140