White Papers

White Papers: How-to articles covering the latest marketing tactics, tips, and strategies.

• Four Scrappy Content Marketing HacksNick Westergaard
  These four content creation hacks belong in every marketer's toolbox. These tips and tricks epitomize the scrappy mindset we need to do more with less, and help us bring that ...
  B2B Marketing, Content, Content Marketing, Content Strategy, Inbound Marketing, Marketing Strategy, Small Business, User-Generated Content, White Papers, Writing
• What Content Types Should You Create? [Infographic]Barry Feldman
  Determining what kinds of content your brand should create can be perplexing. The following infographic can help you make that decision.
  B2B Marketing, B2C, Blogging, Blogging Strategy, Content, Content Marketing, Content Strategy, E-Books, Podcasting, Social Media
• How to Find the Best B2B Copywriters: A 10-Point GuideAllan Davies
  The demand for B2B content has dramatically increased. It's also flooded copywriter ranks with raw recruits who can waste your time and money. But you can avoid copywriting disasters.
  B2B Marketing, Case Studies, Content, Content Marketing, Copywriting, Hiring Outside Resources, Web Content, White Papers, Writing
• B2B Content Marketing: Top Tactics, Goals, and ToolsAyaz Nanji
  Case studies and client success stories are the content types that B2B companies most use, according to a recent report from Starfleet Media.
  B2B Marketing, Content, Content Marketing, Content Strategy, Marketing Strategy, Research Summaries, Survey Data, White Papers
• Content Marketing: The Leftover TrickTim Matthews
  It struck me this Thanksgiving that marketers could take a lesson from turkey gumbo—what I call the "leftover trick" for content marketing. Here are five simple ideas to get you ...
  Content, Content Marketing, Content Strategy, Inbound Marketing, Presentations, SlideShare, Social Media, Web Content, White Papers, Writing
• Four Ways Service Companies Can Convert More Customers via EmailDaniel Faggella
  Service marketers—and others—can drive conversions using email with unique calls to action that grab attention in different ways and help turn an opt-in into an appointment.
  Content, Email, Email Marketing, Lead Generation, Research, Sales, Surveys, Webinars, White Papers
• Automation: How Marketing Can Sync With SalesYou Mon Tsang
  Here's how marketing automation (along with an old-school method) can sync Marketing and Sales to drive revenues.
  B2B Marketing, Conferences, Content, Content Marketing, Customer Acquisition, Customer Relationships, Digital Marketing, Inbound Marketing, Lead Generation, Lead Scoring
• The Science of B2B Online Marketing [Infographic]Verónica Jarski
  Want to ensure your B2B online marketing is effective? The following infographic outlines six essential elements of a successful B2B online marketing program.
  B2B Marketing, Blogging, Content, Content Marketing, Content Strategy, Customer Insight, Email Marketing, Lead Generation, Lead Nurturing, Marketing Strategy
• The High Cost of 'Free': Four Types of Free Offers and How to Calculate Their Cost to MarketersHeidi Cohen
  "Free" for customers is never free for marketers. There are always expenses to be paid for free offers or giveaways. And those costs are often higher than marketers anticipate.
  B2B Marketing, B2C, Content, Customer Acquisition, Customer Insight, Demand Generation, Direct Marketing, E-Commerce, Forecasts, Lead Generation
• Content, Social, and Video in the Tech Purchase Process [Infographic]Verónica Jarski
  The more an IT decision-maker (ITDM) knows about a vendor's product, the more likely he or she is to purchase it. Here's a look at how ITDMs educate themselves and ...
  Case Studies, Content, Content Marketing, Email, LinkedIn, Sales, Social Media, Videos, White Papers