In order for content to drive leads, it needs to resonate with your target audience. Timing is an important part of this equation. For example, at the early point in the buying cycle when your prospect is just realizing they have a problem, a white paper that helps them understand their challenges, provides industry perspective […]
Content Strategy: Stop Feeding Your Audience Dog Juice White Papers
Years ago, when I first moved to New York City, I lived in an Upper West Side apartment with four other male twentysomethings. As is usually the case in such roommate situations, personal goodies would occasionally go missing from the refrigerator. Such was the case with apple juice that I was fond of drinking first […]
Your Problem Is Not The White Paper
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— […]
