by Travis Heermann
May 22, 2013
White Papers
And by “black hole”, I mean the Recycle Bin. Here’s the problem with a lot of white papers: companies forget that the white paper must have value to the audience. Yes, the audience is potential clients, and yes, the white paper’s main purpose is to establish credibility/authority. However, to generate leads, the white paper must [...]
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by Travis Heermann
January 14, 2010
Business Development
A white paper is an effective marketing tool most often used for B2B communication, especially in the IT industry, although their use has spread to nearly all business sectors. How effective are they? According to TechTarget 2009 Media Consumption Report, 90% of survey respondents stated that white papers were effective tools in buyers’ decision-making processes. [...]
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