White papers and blogs are natural counterparts, and blogging presents several ways to increase awareness of your white paper. A well-organized white paper can become the source of several posts for your company’s blog, each of which can mention the white paper and include a link for downloading it. You can develop a post that … Read more
Wondering what you’ll do if you can’t come up with a decent topic for a particular day’s blog post? Prepare in advance by developing some “evergreen” posts. What do I mean by an evergreen post? It’s simply a post that provides general information, will always be appropriate for the audience, and isn’t time-sensitive. If you’re … Read more
When you want to promote your expertise to customers and prospects, blogging and regular publications such as email newsletters can be powerful tools. (Print newsletters can still be a wise choice in certain situations.) I’ve worked on hundreds of blogs, newsletters, and other publications over the years, and watched other organizations grapple with them. I’ve … Read more