Why White Papers?

White papers, which I like to call "position papers," have become an essential element in the B2B marketing toolkit in recent years. But should they be? As a new study from Information Week suggests, the answer is unquestionably yes. The research —...

Compelling Insights Build Brand Equity

Too often, B2B marketers fail to recognize that their own thought leadership is essential to market leadership. The top companies – Microsoft, SAP, Accenture, Cisco, IBM – recognize this fact and tend to invest heavily in thought leadership activities....

Leading Lights: Junta42’s Joe Pulizzi

In their recent book Get Content, Get Customers, Joe Pulizzi and Newt Barrett make a powerful case for what they call “content marketing.” Their objective is to show how marketers can – and must – turn content into a powerful asset for generating leads and closing...