How Can a White Paper Support Sales and Marketing?

A white paper supports PR, marketing and sales because it works for all levels of decision makers. Engineers and executives may not be too impressed by brochures, but they are impressed by well-written white papers. (The same thing goes for trade journal articles more about that in a subsequent piece.) Good white papers sell products because they pack a lot of useful information into a clear and readable structure. Warning — dont take any old brochure or product brief, print it on 8-1/2×11″ paper and call it a white paper. Decision-makers hate that, dont let this be you! Good marketing white papers contain both technical and marketing sections in a balanced format, and then throw in some other great stuff. …

6 Ways to Leverage Technical Articles

Technology vendors often contribute bylined articles to trade journals. The articles are great exposure for these companies but they don’t come cheap – the trades rarely pay for these articles but the vendors spend time and resources to assign pieces, write them, approve them and submit them. Your PR agency can help your clients leverage their investment by wringing top value out of these articles. Here are some possibilities: Reprints White papers Product briefs Booklets Speech outline and handouts Reprints It’s pretty galling to contribute a byline to a publication, only to turn around and spend major bucks for reprint rights. But reprints are good things: they significantly increase your client’s exposure to the market. Make sure you use the …