White papers can be incredibly useful content for both educating your audience and generating leads. That is, when they are used properly. But often marketers have inflated expectations of the intended use of a white paper. Many times marketers will simply publish a new white paper, do some quick social sharing or an email blast— […]
Derivative Content: The Gift That Keeps On Giving
B2B marketers recognize that investing in thought-provoking content is a great way of supporting an oftentimes lengthy buying cycle. However, disappointment often arises when premium content does not deliver the expected return on investment (ROI). Typically, the problem is not with the content itself, but rather the way that it is (or isn’t) being utilized. Below […]
