by John Cole | Sep 5, 2020 | Content Marketing, White Papers
White papers are among the most effective[i] and valuable[ii] forms of marketing content. Unfortunately, they’re also among the more expensive forms to create. To squeeze more return from their white paper investment, successful marketers frequently repurpose a...
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...
by John Cole | Apr 3, 2019 | Collateral, Content Marketing, Landing Pages, White Papers
In my previous article, I explained why unrestricted access to valuable white paper content is normally a huge mistake – a mistake that can cost you in terms of leads, brand recognition, relationship building, and sales opportunities. If you want your white...