Should Your White Paper Include A Byline?

By Tedd Campbell Debating whether or not to tag your white paper with a byline? Here are some points to consider before making the call. A white paper typically represents an organization and not an individual, so inclusion of a byline must be justified from a marketing point of view. In other words, a byline… Continue reading Should Your White Paper Include A Byline?

You Might Need A White Paper If…

By Tedd Campbell As you attempt to devise an appropriate marketing strategy for your B2B technology company, you may find yourself wondering whether or not to include white papers in the mix. Here’s a short litmus test to help you figure it out. You might need a white paper if… 1. You’re introducing a new… Continue reading You Might Need A White Paper If…

Be Smart About “Pricing” Your White Paper

By Tedd Campbell In my previous blog, I summarized the results of a 2010 UBM TechWeb survey, which revealed that over half of technology decision makers either prefer not to register for white papers or never do. Another 35% claimed to register only if a white paper is very relevant. Any way you look at… Continue reading Be Smart About “Pricing” Your White Paper