White papers can generate leads, position your company as a leader, gain interest from the media, and educate customers and prospects.
With benefits like these, what’s not to like about white papers? Well, for one, the term white paper has become corrupted. Historically, white papers have been educational in nature, tackling a technical or business [...]

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You know the scene when exhibiting at trade shows: the maze of booths, foot traffic, two-minute conversations, passing of business cards.
Well, in addition to a regular business card, my clients handed out cards that promoted a free eBook download. Later, when event attendees were sorting through their haul of marketing collateral, freebies and business cards — [...]

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The Web site for Mapping Analytics is a lead generation machine. Here’s why:

The most important pages are optimized for specific keywords related to the company’s products and services, and used by prospects when searching
The site is educational in nature with plenty of white papers, executive briefs and other valuable content
The site makes good use of landing [...]

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My top recommendation about annual reports: don’t miss this opportunity to foster a compelling, human voice for the top executive in the Letter to Shareholders. By voice I mean a personality. I mean style . . . leadership style, communication style. Vision.
Good letters, even corporate letters to shareholders, are personal. One of the best letters [...]

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