Why is a blog about white papers spending so much time discussing “non-text” methods of presenting complex business information? After all, isn’t text the primary format for white paper information?

Not according to Forbes.

In a recent study sponsored by the leading business information resource titled, “Video in the C-Suite: Executives Embrace the Non-Text Web”:

“While the Web itself is in the midst of a video makeover, executives are transforming their habits to be more open to video—the non-text Web—as a highly reliable and trusted source for gathering and filtering business information. Text remains their preferred format, but executives appear as willing to take action based on viewing a video as they do reading an article.”

The Forbes white paper provides some startling statistics about how C-Level information assimilation and reading habits are changing in today’s Internet and Social Media age. Not to say “I told you so” but this is one more example why white paper writers and marketers should consider these findings when formulating their white paper content and formatting strategies. For example:

• Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
• Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
• Work related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
• The Social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often.  Younger executives appear very willing to share and view videos using social media.
• Organizations looking to reach senior executives with video should consider some of the preferences voiced by the survey respondents. The survey found that executives like information in a mix of text and video. They look to different outlets for different types of videos (e.g. business sites for news, YouTube for testimonials). And many are willing to engage with longer videos.

What can white paper writers and marketers learn from these findings?

As I have been saying many times before, your white paper reader is changing. As text-oriented ‘baby boomer’ executives are replaced by younger Gen. X/Millennia, Social Media oriented decision makers, reading habits will change. This will force changes to traditional text whitepaper formats and white paper examples. To ignore these changes will relegate the text-oriented white paper to the same fate as newspapers in today’s fast-paced news marketplace.

If you would like to learn six valuable tips on how you can make your white papers more effective with a changing business audience, please pick up a copy of my FREE white paper, “Ensuring that Your White Papers Appeal to Busy Executive Readers”, by clicking on this link.

Could white boarding be the Holy Grail that solves the white paper to video translation dilemma? It could be the answer to those that ask, “what is a white paper video?”

The terms “white paper” and “video” aren’t used very frequently in the same sentence when it comes to B2B marketing planning.

For traditional marketers, a white paper is viewed as a ‘all-text’ medium. A white paper can include graphics, design, and other visual elements. Recent examples have even included embedded video. But for the most part a white paper is made up primarily of text with some visual enhancements designed to engage a business reader accustomed to colorful online information.

On the other hand B2B video doesn’t include very much text other than titles, subtitles and captions. It primarily uses B-Roll video, audio, and animation to convey its business messages. This is a very different concept from the components in a traditional white paper.

One of the big challenges for white paper marketers has been making the transition from white paper content to video. Having a video along with a white paper makes a lot of sense especially in light of the impact of Social Media, and the resulting short attention span as a result of short formatted messages such as Twitter Tweets and brief Facebook posts.

If you have a white paper with great educational content, it stands to reason that you would want to convert its solution advantages white paper into a B2B or YouTube video as a complimentary way to distribute that message to the widest possible audience, especially to that Social Media-savvy user.

To date white paper videos have been somewhat lackluster, with most reducing the white paper into an animated PowerPoint presentation or a “talking head” in front of the camera, until now.

The answer for white paper marketers that want to convert their content into videos is to apply the white board video concept, similar to those UPS ads that were called, “What can Brown do for you?” In that campaign, an artist drew images on a white board using a brown magic marker. His drawings became animations that showed viewers how the UPS supply chain model could improve their business.

Recently I was introduced to a similar artist named Liisa Sorsa, with ThinkLink Graphics that uses the white board concept to create some compelling business videos. The unique advantage that Liisa brings is the ability to use animation and narration to engage viewers and retain their interest with complex concepts.

Here’s a great example. This YouTube video that discusses the factors related to heart disease. If this was delivered via a “talking head”, where the doctor presented his information in front of the camera, most of us would quickly click off the site after a few seconds. But presented as an animated white board, we remain engaged and glued to the screen until the end. In fact, I find it somewhat addictive!

Take a look at her white board video and you’ll see what I mean:

Now, what if we could apply this concept to translating a traditional white paper to video? Do you think it might make an otherwise boring topic more engaging?

I think so.

So consider white boarding as a compliment to your white paper to getting your solution message out to your target audience. You just might find it leading to more leads for your white paper.

If you’d like to learn how to craft better white papers, consider my free white paper tip sheet. You can download your copy via this link.

Does it make sense to use QR codes to lead prospects to a white paper?

You’ve probably seen these strange square doodles called QR codes everywhere these days. Brochures, wall posters in high traffic retail locations, on websites, and with social media. The idea is that a user with a smartphone and a QR reader app scans the image, which directs them to a host of information that is accessible via that smartphone such as: a website, a social media page, dials a phone number, identifies a GEO location, sends a text or an SMS, or forwards a contact file.

According to Wikipedia, (Quick Response) QR Codes were originally created by Toyota subsidiary Denso Wave in 1994 to track vehicles during the manufacturing process. It was designed to allow its contents to be decoded at high speed.

For the most part, I see QR codes used currently for B2C marketing, but to date, I have not seen them used for B2B marketing. So why do they make sense for a white paper?

One of the biggest challenges with B2B marketing is capturing leads, and today’s business executive is overwhelmed with offers, spams, freebies, and giveaways. When most are asked to fill out a gated landing page before they can download a white paper, the majority don’t fill them out (at least with accurate contact information). In fact, according to V.P. of Marketing, Jay Halberg with Spiceworks.com, over 75% of the visitors to their site choose to opt out instead of registering and downloading a white paper or other B2B collateral.

QR codes for white paper marketing make more sense because they provide an easy way to capture lead information instead of the traditional way of using a landing page. The code automatically captures all contact information enabling the prospect to immediately see the PDF white paper on their smartphone or tablet.

Is anyone using QR codes currently? No, but then again, very few are using integrated video or live polls. As Adobe improves what is possible with the Acrobat format, I think you will see a host of new media types like QR Codes being integrated into the next generation PDF white paper file which resembles more of a “container” than a document. Another reason why today’s B2B marketers need to “think out of the box” in order to generate more business leads.

If you’d like to learn more about new concepts in white paper marketing, please pick up a copy of my white paper, “Ensuring Your White Papers Appeal to Busy Executive Readers”.

The advent of social media has changed the way we present our online contact information, especially with the modern commercial white paper’s back cover. What’s the purpose of the white paper back cover, and why is it something that you should include in every white paper project?

White paper back covers serve two purposes. First, Most readers skim white papers one their first pass through the material. When these readers get to the back cover, they tend to stop and take a closer look. This gives you the opportunity to engage your reader by having them click on an enclosed hyperlink and visit your website or social media presence.

Second, with the comprehensive reader, (someone that reads content at a detailed level), the back cover provides “call to action” and a way to for the reader to obtain additional or supplemental information about the company, solution, or strategy as presented in the white paper.

Here is a comparison of the information on the traditional white paper back cover, and what white paper marketers should consider to satisfy the requirements of today’s social media savvy white paper reader:

Old White Paper Back Cover:

- Your Company Name/Logo

- Your Mailing Company Address

- Your Company Website (Home Page)

- Your Corporate White Paper Library (Hyperlinked)

- Your Customer Service Phone Number

- Your Customer Service Email Address (Hyperlinked)

So what has changed in today’s business environment and why does the information on the typical back cover of a white paper need to change? Two words: Social Media

New White Paper Back Cover:

- (All of the Above Including)

- LinkedIn Button

- Corporate Facebook Button

- Twitter Button

- RSS Feed Button (To Corporate Blog)

- Button to YouTube Video Library (if applicable)

An Additional Idea:

Rather than merely directing your reader to your home page or Facebook fan page, send your reader to a landing page where you can measure downloads, click-thrus, or Social Media sign ups. Include some “freebie” such as a tip sheet, industry report,  or article that compliments your white paper content. For example, if your white paper presented a supply chain management strategy, link to a freebie about the state of the supply chain industry, or a case study that presented how your strategy positively changed their business.

There are literally thousands of potential combinations that can improve your “call to action” and click thru via your white paper back cover. It’s valuable real estate, don’t waste it!

If you’d like to learn some pointers on how you can use design to grab the attention of your target white paper reader, pick up a copy of the Appum White Paper Style Guide.

Many white paper writers writers mistakenly believe that good writing skills alone are sufficient in achieving white paper marketing success. While highly creative writing skills are certainly important, they are not the ‘be-all, end-all’ of being a good white paper writer.

A good white paper writer must be able to organize information in a way that facilites the production and delivery of the white paper project. When one looks at the range of tasks needed to produce a white paper, organization plays a major role, which takes place across several stages in a typical B2B white paper project:

1. The Content Interview Stage - A well organized writer must organize the questions that will be asked of the designated Subject Matter Experts (SMEs) in order to obtain the responses necessary to produce high quality white paper content. It is also an important step that will avoid, “Let me get back to you” questions and maximize the time spent with SMEs during those content discovery phone calls.

2. The Outline Stage - A well organized writer must translate technical or complex SME responses in a simple, comprehensive content outline that represents the framework of the proposed white paper project. This is an essential step necessary to obtain client approval and ensure that the subsequent draft will meet their messages expectations and marketing goals.

3. The Draft Development Stage - Once a comprehensive outine has been developed and approved, the well organized writer must take the outline, and expand it into a multi-sectioned white paper project that accurately and clearly articulates the various points presented by the SMEs. The white paper draft must accomplish this using a well-structured flow of information, that goes from broad industry issues to specific business challenges, and then with detailed solutions to solve those challenges.

4. Resource Organization Stage - The well-organized white paper writer must organize external resources of information such as online research, editors, graphic designers, and any online publishing sources, in order to meet agreed production and publication timelines set by the client.

The Bottom Line: Creative writing is a great talent, but without that talent coupled with good organization skills, you are placing several hurdles in front of your white paper project that will ultimately limit its success and meet your manager’s or clients marketing needs. Even the most talented white paper writer cannot achieve the degree of success they desire without a healthy dose of white paper project organizational skills. Make  your white paper project plan a regular part of your development approach to ensure success.

If you would like to learn some additional organization tips for your white paper marketing programs, download a copy of my free tip sheet called “Ten Tips to Improve Your White Paper Marketing Plan”.

Does a B2B white paper project containing nothing but industry research generate quality business leads? It’s a question that is frequently asked by prospective white paper marketers.

I define a pure research white paper as something you would find from an industry researcher or news organization that describe the state of a hot topic in the marketplace using statistics, polls, quotes and trends. Some stalwarts in the technology sector that create this information would be highly recognizable names such as Gartner Inc., TechTarget, Forrester Research, IDC, etc. There are other similar research firms in other vertical markets such as  finance, insurance, real estate, investments, and many others.

With research white paper marketing, an unbiased research entity takes a broad, encompassing view of a particular topic within a specific industry along with their perspective as to the current situation, sector leaders, industry trends, and given these dynamics, how these issues will change with that industry over the next 12 to 18 months. You’ve seen many of these pure research white papers before, such as the state of the tablet market, the leading technologies for secure file sharing over the cloud, etc, etc.

The question that many B2B whitepaper marketers ask is, “Does it make sense for my firm to conduct our own research, and distribute a pure industry research white paper under my brand as a way to generate thought leadership and generate business leads?”  The reason that B2B marketers are considering this approach is that they believe this type of ‘unbiased’ content generates good will in their customer’s eyes while avoiding the perception of attempting to sell the reader a solution, strategy or product, which they believe turns readers off.

There are three points that describe why I think this is not the best approach for your strategic white paper marketing investment and why the “sales” perception is flawed:

1. Understanding Reader Expectation – When a decision maker is seeking unbiased information about a particular market or technology trend, they tend to go to sources that have a history with this type of information first. For example, if I was in the market for an enterprise CRM solution, I’d go to someone like TechTarget and read their perspective on the CRM marketplace. If say, Oracle (the company that owns Siebel, a leading CRM solution provider) distributed a research white paper on “The State of the CRM Market”, I’d be somewhat suspicious about the accuracy of the information and whether it was skewed in favor of their solution. Does anyone really think that Oracle will say something positive about Salesforce.com, their primary competitor in the marketplace? Does anyone think that a strategic approach NOT developed by Oracle will be identified in a positive light? Let me think…..ah, no.

2. The “To What End?” Question – Okay, so you’ve spent a lot of money and time producing a highly accurate and thoroughly researched white paper on the state of your vertical market. Then what? Does that automatically translate into a warm lead? My experience says, no. Customers that download a white paper sample are expecting to read how that organization’s solution compares to the rest of the industry and why it’s a better approach. When that’s missing from a business white paper , it’s a missed opportunity. You may be creating more disappointment with your audience by leaving that information than the good will you think you are generating with pure research content.

An addition issue is calculating ROI for such a strategy. If you’re a small business, maybe you can apply this approach and watch lots of “tire kicking” leads come in merely seeking the free information. On the other hand a large business with a marketing budget wants to calculate ROI on their white paper development investment. If all the leads are tire-kickers and none generate at least the potential for a sale, then one has to wonder whether such an approach is a sound investment of your time, money, and resources. Your business is not a lending library.

3. Product vs. Strategic Messaging – One of the reasons that “solution selling” is a turn off for many white paper readers is when the content is focused on “product messaging” versus “strategic messaging”. For example, instead of Symantec producing a network security white paper about the advantages with Norton Utilities, a strategic message advancing the concept of “Pre-Emptive Network Security” would be more effective. Such an approach educates the target reader and generates a favorable view of the solution provider as opposed promoting an individual product, which turns most business readers off.

So in the end, it’s better to integrate some industry research in your white paper marketing plan to build credibility, but don’t focus your entire whitepaper project on pure research. Leave that up to the research experts in your industry, wikipedia, or your local public library.

Most of us enjoy watching YouTube videos, but should video be an integral part of a traditional white paper? I think so.

The primary story in my recently released January 2012 newsletter was called, “How to Use ‘Attention Grabbing’ Videos in Your White Paper“. In the article I discuss how integrated videos will become an increasingly popular component of ‘next generation’ white papers going forward as a way of attracting today’s younger, social media savvy reader to the medium.

If you like articles like this, and you aren’t a current subscriber, you should consider subscribing to “Short Attention Marketing Tips“. You can sign up here.

In the article, I reference a recent report called, “Eccolo Media 2011 B2B Technology Collateral Survey”, in which the CEO, Lorie Loe is featured in two short videos embedded in the PDF file, where she offers several marketing recommendations based on some of the findings in the report.

 As I mentioned in the newsletter, these embedded videos got me thinking. Given the capabilities of the current version of Adobe Acrobat Professional coupled with the ease and simplicity of popular video editing tools such as iMovie and Camtasia Pro, any business writer could easily incorporate professional video snippets into their business white papers.

After reading my article, one subscriber named Mary Ann wrote me an interesting email message:

I seem to be a lone ranger on this, but I do not understand the emphasis on using video for online business purposes. Even if visuals are important to enhance understanding, they can be inserted without a video. And now you’re suggesting adding video to white papers. (That’s of course if they’re an electronic version.)

I’m a producer, so I know the value of the moving image to convey information and engage emotions, but as a businesswoman, I would never spend time watching a video to learn something I can scan in less time in print. Plus, from a production perspective, there can be considerable expense involved in producing anything other than the oh, so boring, typical talking head.

I suppose it would work no differently than, for example, inserting a quote in copy. But why click on a video if you can more quickly scan a quote and read only what interests you? At this point I would categorize adding video with including links in copy rather than writing out the content that people need to know.

I do agree that adding video to white papers has potential, but only if used judiciously and for a good purpose. Still, your suggestion opens my mind to new possibilities. It’s a new way of thinking about creating white paper content.

Mary Ann’s email message doesn’t surprise me, nor do I think it odd. In fact, I’m sure her question is on the minds of many of you who write for a living or appreciate well-crafted verbiage in a professional business document.

Here’s my response to her email and my thinking why videos will become an increasingly important part of the evolving white paper medium:

First, just like Mary Ann, I represent the “baby boomer” generation, and our thought processes towards text as a communications vehicle is based on our prior life experiences. We grew more accustomed to reading text as a way to comprehend information (i.e., newspapers, books, magazines, etc.). So when it comes to white papers, we assume that text is the primary (and best) vehicle to deliver a specific solution message.

Unfortunately, Social Media and the Millennium generation (which will become the next generation of business decision makers) have a completely different information comprehension model. As a result of the short messaging format associated with Social Media and text messaging, this audience has developed a “short attention span” which has impacted their ability and desire to read, long, text-heavy documents. In fact, if we conducted a poll, I think most Millennium’iers would prefer to watch a video than read a text version of the same content.

For example, how many people under 30 do you see reading a newspaper today? None that I am aware of.

As I point out in my book, “Crafting White Paper 2.0″, the impact of the Internet and Social Media has changed reading behavior. Most online readers skim information quickly on their initial pass, looking for key pieces of visual information to engage them. When it comes to white papers, items such as charts, graphs, diagrams, pull quotes are examples that engage the short attention reader. Once engaged with a key point in a visual information snippet, they stand a better chance of reading more detailed information on the page, or even reading the entire white paper.

Video is the natural and logical next generation extension of the chart, graph, or pull quote on a white paper page that reinforces text/reader engagement.

But don’t think a marketer has an unlimited amount of time with these embedded videos. Most are very short, only about 30 seconds to a few minutes long. Even the YouTube standard of 5 minutes would be too much time for the average “short attention” reader. The embedded white paper video should be just enough information to engage the business reader and create an incentive to read the related information to that video on the same page.

An example might be a two minute video with a narrator talking about industry trends as “B-roll” video showing businesses in that industry running in the background. Statistics (or charts) related to the video would be present on the Introduction page so that the reader could gain more detailed information. A footnote with a hyperlink referencing the source for the statistics would be available to the reader on the bottom of that page.

When I see the videos such as the Eccolo Media PDF example, I immediately click on it and watch it. I suspect most “short attention” social media-savvy readers will do the same. I foresee a day when similar short videos will be a standard part of each page in the PDF document (now the de-facto standard for white papers as opposed to print) just as pull quotes and charts are popular today with conventional PDF white papers.

I will be working on developing an actual “next generation” white paper containing embedded short videos over the course of this year to show my subscribers what this future white paper medium may look like. Stay tuned to this blog and my newsletter during this coming year for more on this important topic.

As always, I welcome your feedback and comments.

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As white papers become a more prevalent , B2B marketers must find new, cost-effective ways to differentiate their whitepapers and generate a greater number of warm leads. Here are five techniques you can employ to improve your white paper examples posted on your website that will improve your competition position, generate a greater number of leads and do it in a more cost-effective manner:

1. Add an Executive Summary

In an effort to save costs, many organizations are trimming down the size of their white papers. This often means eliminating an Executive Summary page, which is a mistake. Executive Summaries appeal to today’s time and attention-challenged executive by allowing them to determine whether the white paper will solve their existing business problems and is a good investment of their valuable reading time. Don’t force your reader to sift through countless pages of detailed information before they can make that determination. Most won’t get past the first three pages before you lose their attention. Since Executive Summaries are often the first item noticed in your white paper example, adding one if you don’t already use them will create a positive first impression of the rest of the content in that paper.

2. Add a Professional Design

The same way in which we are attracted to a colorful and professionally designed website, we are also naturally attracted to a professionally designed white paper. It’s no different than receiving an beautifully produced annual report from a publicly traded company. As you can see from the front covers of two white paper examples below, it’s clear which whitepaper we’d choose to read first if both whitepaper examples addressed the same topic:

The addition of simple and professional white paper design increases attention to your paper, and facilities the delivery of complex business information. Not only does design clearly differentiate your white paper from the crowd, but it also improves the chance it will lead to a warm lead and hopefully to closing a sale.

3. Add Graphic Elements

Just as a picture is worth a thousand words, a graphic is worth about the same to the average white paper reader. Given the choice between reading a paragraph of text or a graphic diagram representing the same information, most readers will choose the white paper example that has graphic elements inside it. Few white papers today use complex graphic elements, such as workflow diagrams or concept graphics. The addition of such elements in your online white paper examples can differentiate your business strategy, but they also are the first items noticed with today’s short attention reader that is attracted to color and design.

4. Make a Direct Correlation Between Problems and Solutions

In today’s economy, many companies are choosing to reduce the number of pages down to the bare minimum in an effort to reduce their total white paper project cost. This results in smaller whitepaper examples that are exclusively focused on a specific business solution and advantage message.

To engage today’s skeptical business reader you must first prove that you understand their current pain points before you can earn the right to present them with business solutions that solve them. Stating realistic problem assessments that accurately represents your reader’s current situation, and describing how you will solve each one is one way that you can clearly differentiate your white paper examples from those of your competitor. This approach may mean that your white paper examples will have a longer length, but making the direct link between problems and solutions will be perceived as ‘educational’ rather than a sales pitch. Educational white paper examples are forwarded more frequently to other decision makers than a sales or product-oriented white paper.

5. Create an Effective Concluding Summary

Strange as it may sound, a Concluding Summary is often read twice. First as part of a fast skim read of the white paper content, but also a second time as the last page of a more comprehensive white paper read. When a skim reader lands on the last Concluding Summary page of your white paper example, they will typically stop and read it in greater detail. As a result, these readers will pay closer attention to the information contained on that page.

Most white paper examples don’t use a Concluding Summary, and if they do, many are reduced to one or two short paragraphs that don’t provide valuable ‘walk away’ information. The Concluding Summary is your last chance to influence your reader with valuable ‘call-to-action’ and ‘take away’ information in your white paper example. For more information on how to create a more effective Concluding Summary, see my previous blog post on this issue.

While everyone is analyzing every penny today, don’t make the mistake of reducing the size and effectiveness of your online white paper examples to generate high quality business leads. The addition of these five items will create more effective white paper examples on your website or landing page by increasing the number of downloads, readability, the attention of your short attention readers, and most importantly, the number of new business leads.

As white papers become a formal part of your online marketing strategy, it becomes imperative to find new ways that will differentiate your white paper examples from a sea of short and boring ‘all-text’ whitepaper examples. After all, generating leads the reason why you have online white paper examples in the first place?

It seems as if there is a new B2B marketing survey comparing white papers to other business marketing media almost every quarter.

Like clockwork, another annual content marketing report has just been released which has reaffirmed, not only the effectiveness of white papers, but also their growth as a content medium. This is an impressive statistic in an age where businesses of all sizes are cutting their marketing expenditures as part of a recession-driven, cost reduction strategy.

This report, produced jointly by the Content Marketing Institute (CMI) and the online marketer, Marketing Profs, interviewed approximately 1092 B2B marketers in August 2011 to determine their preferences using a wide variety of marketing content to achieve their business goals.

For the purposes of this blog, I want to focus the results from the business communications survey solely on the results pertaining to white papers.

Survey Finding #1: Over Half Use White Papers – Approximately 51% of the participants from the study indicated that they used white papers, which ranked 8th in popularity out of 20 different types of marketing content. White papers outpaced webinars, printed media, and ebooks. The seven media types that ranked ahead of white papers (in the order of usage) were: Articles, Social Media, Blogs, eNewsletters, Case Studies, In-Person Events, and Videos.

The interesting part of these results is that several different content types are now finding their way INTO white paper content such as videos, case studies, podcasted audio, and Social Media links.

Survey Finding #2: White Papers Rank Third in Year to Year Growth – White papers use grew 15% from 2010 (43%) to 2011 (51%) among the surveyed participants. White papers ranked third in usage growth after Blogs and Videos. According to the study (see the chart below):

“This year, the most notable differences lie in their use of white papers (67% of the largest companies versus 35% of the smallest companies), webinars (60% of the largest companies versus 28% of the smallest companies), and microsites (54% of the largest companies versus 16% of the smallest companies).”

What do the results from this survey mean for business marketers?

This survey echoes similar results from other annual content surveys (such as the Eccolo Media content marketing study of Sept. 2011) pertaining to white papers effectiveness, specifically that white paper demand is growing, not dissipating. While other document-oriented content (such as brochures, print newsletters, etc) show declines, white papers are growing because decision makers are starved for high quality, verifiable research that directly translates into generating warm business leads.

I may be biased in my view, but I think it’s unfair to throw white papers into the survey along with Social Media. While it may be white hot in popularity, Social Media is a channel that connects businesses with prospective customers, but once that connection has been made, white papers become a very effective solution-specific content type that reinforces the strength of the business relationship going forward.

With shrinking marketing budgets, and a growing list of content choices, B2B marketers are turning to white papers as an essential part of their marketing toolbox. If you haven’t done so already, I hope you will consider white papers to become part of your corporate white paper marketing strategy for this coming year.