Video White Papers Show Off Companies
The best white papers keep the reader in mind as they deliver powerful prose. A new white paper technology, however, is all about the viewers.We’re talking about video white papers: online presentations based on print white paper content. They rely on video, graphics and animation to clearly convey complex business information.

Case Study: Educational White Papers Get Results
White papers that educate the reader get far better results than papers that rattle off one sales claim after another. California-based Apani Networks learned this lesson over the past year.

Are Ebooks the Stylish Younger Sister of the Nerdy White Paper?
Web content sells. An effective content strategy, artfully executed, drives action. Organizations that use online content have a clearly defined goal—to sell products, generate leads, secure contributions, or get people to join and deploy a content strategy that directly contributes to reaching that goal.

How to Find the Right Customer to Use in Your Case Study
Companies that recognize the superior value of white papers frequently realize the powerful benefits of parallel or follow-up case studies. Case studies (also known as business success stories) back up that claim with highly credible third-party proof of your solution in action.

Can Social-Networking Sites Help You Build Your Business?
Social-networking websites provide many things—online chat, messaging, e-mail, video and blogging—but can they help you build your business?

Case Study: How Silverpop Improved White Paper Registrations
Silverpop Systems, a leading email marketing company based in Atlanta, faced a difficult question that often confronts companies in new industries: How do we create a reputation as an industry thought leader? An effective white paper marketing program looked like the answer.

Make the Right Offers at the Right Time if You Want More Leads and Sales
You wouldn’t ask someone to marry you on the first date, right? Of course not. Instead, you’d nurture the relationship for a while before proposing to improve your chances of getting a “yes” when you finally do pop the question. Similarly, as a business-to-business marketer, you must develop sales-winning relationships with your prospective customers before you can expect them to say “yes” to your sales proposals.

Gain Insight on Readers With New Smart PDF Files
Smart PDF files eliminate the need for registration forms on landing pages. Learn about this new technology.

To Improve Your Landing Page, Let Readers Sample Content
When a search engine ad sends a potential customer to a landing page, the page should dish up a sample of the paper’s content. Many marketers make the mistake of not giving the reader a taste of what’s to come.

Case Study: Qualified Leads a Must for White Paper Marketing
When the technology-consulting firm Information Architecture Group (IAG) took steps to make its white paper marketing program more efficient, it focused on a specific goal: Improving the quality of its sales leads.

A New Spin on White Paper Syndication: NetLine’s Second Touch Program
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. “If I can buy a lead from this vendor for $40,” the argument goes, “why would I pay another vendor $50?”

Beyond The Search Engine: Pay-Per-Click ‘Content Advertising’
It’s a little-known fact there are important differences between content and search advertising on pay-per-click (PPC) networks like Google AdWords. Content advertising reveals ads on specialty websites. Search advertising shows ads in response to a user-entered search term. Understanding these distinctions are important.

Paid Search 2008: ‘Good Enough’ is Not Good Enough
For newbies to paid search advertising, entering this competitive auction-based marketplace for keyword ads for the first time can be a little bit daunting.

Review: A New White Paper Marketing Option: Emedia
Emedia publishes opt-in email bulletins covering a range of markets, such as small business, education, public sector and health care and covers topics such as IT security, IT compliance, CRM and wireless technology.

Case Study: How Hoover’s Is Using White Papers to Nurture Leads
Recently, a major company that uses white papers as a key marketing weapon learned a valuable lesson: It’s not enough just to use white papers, you’ve got to know how to use them to get the best results.

Help Searchers Find Your White Papers: Use the Right Keywords
Keywords are the most important aspect of search engine optimization (SEO), which is the art and science of designing and writing a website so that it ranks well in the search engines.

Marketing Lessons from Blood Banks
Are premiums appropriate in technology marketing campaigns. Premiums are those items that are not related to your products and services. The $10 Starbucks card you offer prospects who download your latest white paper.

Marketing White Papers With Social Media Sites
Popular “social media” websites such as Digg.com and Reddit.com let you submit links to news, photos or videos with the chance that your posting will be read by millions. But can these sites help you market your white paper?

Delaying Delivering The White Paper: A Marketing Strategy
Today’s “I want it now” culture dictates that you make people happy by providing what they want, when they want it. Need information? Google it. However, is it really wise for marketing folks to satisfy people’s desire for instant access?

5 Fatal Post-Campaign Mistakes You Must Avoid
Technology companies spend millions every year on lead generation campaigns involving white papers. Yet most often, the processes and mechanisms necessary to help convert inquiries or downloads to leads are in desperate need of repair.

How Lead Nurturing Drives Better ROI
In a complex sale, most of the selling actually happens when the salesperson isn’t there. I know there’s a lot of emphasis on lead generation (that’s a good thing), but getting a ton of leads doesn’t mean that increased sales will follow.

Attracting Opportunity With Valuable Content
Are you struggling to attract prospects? Do you need to increase the size of your opt-in email marketing list? How can you stand out in a sea of noise?

Building a White Paper Marketing Plan: More Ideas
Over 80% of companies make the same mistake. They post their white paper to their website… and wait. And nothing happens. Pick up some proven strategies with this article.

Five Tips for Ensuring Search Engines and People Find Your White Papers
Are your white paper conversion rates dismal? Chances are, your white paper page isn’t optimized, meaning prospects can’t find it in the search engines.

The Death of Feature and Function Marketing
Is marketing that focuses on features and functions dead? Find out in this article.