Effective Marketing Using White Papers
"Companies that sell complex technology products and services face different marketing challenges than those selling easy-to-understand commodities. Sometimes the features and benefits of a company's offerings are too complex to be readily apparent at first glance. White papers can be an effective way to educate potential customers on the merits of such products and to explain the complex technologies involved. Although they aren't the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot provide. They lend validity to product claims and help prove that there's 'steak' behind the marketing 'sizzle.'" Read Effective Marketing Using White Papers by Elissa Miller.
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