Do you have any white papers in your account entry tool kit yet? If not, you should. They're a great way to demonstrate your firm's expertise in the complex challenges facing your target market and what it takes to resolve them. White papers are cost effective and viral too. Fill them with good info and you can be virtually certain that they'll be shared with the friends and colleagues of the recipient.
Technology firms began marketing with white papers years ago, but many industries have yet to embrace them. That means the field is wide open for other types of companies to capitalize on using them as marketing tools.
This morning I spoke with Gordon Graham, an expert in creating white papers that aren't a bunch of marketing gobbletygook. He has an excellent article on his website in which he interviews the CEO of Bitpipe, the world's leading site that hosts these documents. Check it out at "That White Paper Guy's" website.
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