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 —...

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...

Custom Media Eclipses Traditional Media

Even as marketers draw back from advertising in traditional publications, they continue to aggressively invest in custom publishing. This enables them to create relevant content that  speaks directly to their intended audiences, helping them develop new business and...