by John Cole | Apr 9, 2021 | Content Marketing, Lead Generation, Technology Marketing, White Papers
Download this article as a PDF When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.* But creating an effective white paper is...
by John Cole | Mar 15, 2021 | Content Marketing, Lead Generation, White Papers
White papers—as I’ve written many times before—are among the most effective forms of content for marketing technology. They’re highly sought after by tech buyers. Compared to most other content forms, however, they’re expensive to create. And they won’t do their...
by John Cole | Feb 8, 2021 | B2B Copywriting, Collateral, Lead Generation, Technology Marketing, White Papers
If I were to ask you to define the term “white paper,” could you give me a clear definition? Would it be roughly the same as your prospect’s definition? These are important questions for technology marketers, because technology buyers attach great importance to white...
by John Cole | Dec 7, 2019 | Collateral, Content Marketing, Lead Generation, Online Video, White Papers
When marketing with content, you need to keep readers engaged. Your content must hold your prospects’ attention long enough for your message to sink in. One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found...
by John Cole | Oct 23, 2019 | Case Studies, Collateral, Lead Generation
When I first posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager: “One item I would add to your list: Industry-specific publications...
by John Cole | May 28, 2019 | Content Marketing, Landing Pages, Lead Generation, White Papers
A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely...