08.05.2018 17:18

Most technology companies spend a lot of time, money and effort to create informative white papers, articles, case studies and blogs. After these documents are finally finished and carefully laid out, they usually get posted on the company’s website, but unfortunately, hardly anyone actually reads them!

If you are lucky, maybe they get downloaded a bunch of times, but who knows if they actually get read or if the reader decides to follow up with your company regarding technology, products or services? How can you cost-effectively tell the world that these resources are available?  How can you leverage this work in order to develop qualified leads that actually turn into customers?

Your online whitepapers, blogs, articles, etc., HAVE TO BE PROMOTED and MARKETED!

You could promote these whitepapers and articles via your company’s newsletter. They might get read, but what is the point of sending out these articles to your existing customer base? If they have opted in for your newsletter, they are probably fully aware of your company and your offerings.

You want these whitepapers to help cultivate NEW business and NEW customers!

It can be very effective to pay another company to market these whitepapers for you. One option is paying them to send these whitepapers or a summary of these whitepapers directly to a mailing list of potential new customers. However, that can quite expensive, and there is no guarantee that it will actually work. Many mailing lists are out of date or are not properly targeted to your potential customers. Plus, there is always the danger of the email recipient simply saying, “Oh another marketing email from XYG company.” DELETE.

Another option is to use SEO and other web marketing and search More" href="https://martechexec.com/glossary/optimization__trashed.html" style="box-sizing: border-box; background-color: transparent; color: rgb(56, 163, 221); text-decoration-line: none;">optimization techniques to drive web searches to your pages. However, that can also be expensive.

But there is one more option: Use the power of the media.

Read the entire article here - https://martechexec.com/article/get-your-content-read-promoting-whitepapers-blogs-articles-and-case-studies.html

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