• Stop Trying to Turn Your White Papers into Brochures

    White papers and brochures are two very different animals; do not get them confused. However, before I step onto my soapbox, I want to mention one thing – white papers are not just for large corporations that do complex stuff. White Papers are a marketing tool used to help potential customers resolve challenges they are […]

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  • White Papers – Not Dust, No Starch, No Snoring

      Even the words ‘white paper’ trigger a yawn, and yet it should be one of the most exciting and entertaining pieces of marketing your company produces. Traditionally, they are viewed as being dense, technical documents that bore the pants off the reader. That’s why once sent out, the generally gather dust in the recipient’s […]

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