Question
Topic: Advertising/PR
Can A White Paper Be An Effective Marketing Tool?
I'm currently working on two projects which lend themselves to producing white papers as a tool for building awareness and generating leads. The first project is a conference where the white paper will be used to generate awareness of the event and hopefully lead to registrations. The second project is for a hardware vendor looking to "shock" their customers (IT managers) into taking action by presenting them with some hard-hitting research about the spam appliance industry. Has anyone had any experience and success using white papers to promote an event or generate leads? I'd like to hear your views on this medium.
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