Business-to-Business Advertising in the Current Environment, White Paper Content
Many companies consider themselves to be experts on their subject. Often they will do empirical research to determine patterns of product life cycle and performance. When this type of research results in a white paper report, this content is mostly of interest to customers and prospects.
Using magazine websites as a place to store and make these white papers available to users is a great way to easily attract a broad audience of prospective new customers. It is also a way to reinforce a company’s expert position with existing customers.
White papers usually cost the advertiser a fee for posting the content for at least a year or so. The best way to track the attention to such content is to make it accessible only to those users who register to receive the content. This way, the publication can present the white paper advertiser with full-contact leads of the people who register to review the white paper.
This is a great way to position your company as an expert in your field. It is also a way for an advertiser to challenge their own personnel to put their best ideas into writing for anyone to review as a testimonial to their expertise.