If you operate in the B2B marketplace, it is extremely likely that at some point you will have been asked to trade your email address in return for receiving a “white paper”. This magical document promises to explain why Cloud widgets help slash operating costs, increase efficiency and improve business profits (or something similar). But only if you sign up first. No email address, no white paper.
White paper madness?
White papers sit at the heart of content marketing. By giving the customer something for nothing, you can convince them to join your marketing mailing list – and moving them into the first stage of your content marketing funnel.
The reason that white papers are so popular is because:
- Your ...