By Alex Clifford | 2:30pm 21/03/2013
A white paper is a bit like a conveyor belt. It moves people along from the uneducated, unaware stage to the sell-me-your-stuff-now stage. If you’re a B2B marketer, a white paper is a usually a must. Who should write them though? You? Your sales guys? A copywriter? Well… it depends on your time and budget.
By Liam Gooding | 4:00pm 20/09/2012
You’ve made the decision to write a white paper. Good. You’ve chosen a topic that you think your audience will find useful and interesting. And you’ll be using that white paper to convince people to leave their contact details for future marketing.
So you’re going to want to make sure you get that topic right. Nothing is going to sting more than explaining why those 2 months of research and writing resulted in 8 downloads over a 6 month period, all because your paper topic missed the mark! Testing your white paper’s appeal before you start writing will improve your return on investment, make sure you get a ton of valuable leads, and prevent any humble pie consumption later! Read More