I frequently talk about the value of free content as way to reach buyers. Offering valuable information at the moment that people are looking is a great way to showcase your expertise. But most “free” offers are not free at all.
A reader asks: “Should white papers have a named author? Or can it simply state a company name or department as author?” This seemingly small issue has big ramifications so I’m sharing here.
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One of my favorite riffs is: "Ebooks are the hip and stylish younger sister of the nerdy white paper."
On the speaking circuit when I talk about The New Rules of Marketing & PR (including thought leadership based marketing) and when I show examples from innovative organizations, nearly everyone in the audience enthusiastically embraces the ideas. Many people see the potential that thoughtful content has for their business and understand how different this approach is from the some old stuff they are doing (trying to convince the media to write about their widgets and buying expensive "on message" advertising). But there is always a contingent of people whose eyes glaze over and who adopt a bit of a defensive posture. I always hope one of the skeptics will ask a question because they always voice the same general concern: "This all sounds good, David. But how can we actually create all this content you're talking about: e-books, white papers, blogs and the like? We have a small marketing department and very little budget."