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Surveys show that about 7 out of 10 B2B vendors use white papers. This number has stayed at the same level for the last 10 years. Clearly, white papers work. But even though I write white papers, I don’t claim that every last B2B company in the world should use them. There are some companies that just…

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There is a good reason to include video in your next white paper. Your white paper reader is changing. Today’s decision-makers are pressed for time and attention. Like all of us, they’re distracted by social media, e-mail, workday interruptions, and way too much content coming their way. They also face meetings, reports to write, decisions to make. The result is…

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A colleague and I recently put together a talk on white papers done as videos and slide shows. Apryl Parcher is a white paper writer and social media expert from WhitePaperResults.com. Apryl and I wanted to respond to the new formats for white papers we’ve seen cropping up, especially videos and slide shows. We present a few…

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