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.
A white paper provides detailed analysis of a complex topic, such as a new technology or process, market trends, industry news, regional information, anything that requires space shorter than a book but longer than a letter, typically 5-15 pages.
Businesses use white papers when they want to:
In part 1 of this series, Website Traffic and Search Engines, I revealed that recent estimates were that 14 billion searches are conducted each day.
I also explained that it doesn’t take a rocket scientist to understand that the higher up within the results that a site is placed, the more likely it is to get some of that traffic. I ended part one with the statement that search engine marketing is used to improve a website’s (or blog‘s) position in the search rankings.
In this post, I’ll discuss search engine marketing and its potential for building website traffic.
When people think of keyword research, they usually think of search marketing – either organic search engine optimization (SEO) or pay per click (PPC) search advertising. However, keyword research also plays a vital role in a content marketing program.
Content marketing involves providing the information your targeted prospects crave – usually for free. By providing expertise, you build trust over time. When your prospects reach the point where they are ready to do business, they come to you and not to your competitors. Content marketing is all about pulling your prospects in and building trust. (more…)
It’s November 5, which means a select few of you (probably those who consider sleep and hygiene nice, but optional) are giddy from the heady, early throes of cranking out 50,000 words in just 30 days. Yep, it’s National Novel Writing Month, or NaNoWriMo, and I, too, have joined more than 100,000 participants in rearranging my priorities to focus on writing until 11:59:59 p.m. on November 30, or 50,000 words, whichever comes first.
My novel is shaping up slowly. At the time of this writing, I’m not quite 1,600 words in. But the process has made me think about writing, both as career and avocation, in a different light. Specifically, it’s got me thinking about blogging.
So far, three painful writing stints over the last four days have reminded me of the following lessons that apply equally to blogging, one of my personal marketing goals for the months ahead:
I still have 25 days and more than 48,000 words to go with the novel—and hopefully quite a bit more with this blog. I’m sure many more lessons await in the weeks ahead.
What’s your best blogging advice? Or noveling advice? I’ll need all the help I can get to cross the 50,000 word mark.
In this post, I’ll take a closer look at SEO and the process of optimizing websites for better placement within organic search results to improve website traffic.
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