Marketing with white papers and/or webinars

SUMMARY: An organized content marketing strategy is one of the best ways to create brand awareness. One technology firm, which serves a very specialized marketplace, faced a challenge in creating understanding about its software product, and generating interest in the brand.

Read on to learn the firm’s entire content process, from creating a best practices blog and increasing content via strategic partners, to sending out press releases intended to drive additional traffic to the website. read the complete case study

SUMMARY: Social media and blogs are two of the most popular channels in content marketing. But you have plenty of other tools at your disposal, including video. Sound too expensive? Think again.

See how a B2B software company used videos to boost site traffic and nurture leads on a slashed budget. We included tactics that the team used to turn its email marketing into its best promoter of videos. read the complete article

SUMMARY: "42% expect participation in physical trade shows to be down by as much as 50%." "While 61% said they would miss seeing people in person, less than half felt they would miss traveling to other locations (34%), enjoying the social activities (36%) or seeing speakers in person (20%)." "More than one third of respondents cited the social networking benefits of virtual events, including the ability to see a list of all attendees in advance (35%); to contact... view the complete research record

SUMMARY: By Anne Holland, Content Director

Webinars are the second-most popular lead generation offer in business-to-business technology marketing this year, topped only by white papers. Which is rather stunning given that nobody had even heard of a webinar a decade ago. (But then, we'd never heard of iPods either.)

I see a lot of great, informational webinar promotions out there. Marketers are very good at the emailed invites and ads in emailed trade newsletters. However, I must admit... read the complete article

By Anne Holland, President

Last Thursday I met with our new Senior Reporter, Sean Donahue, who covers the B-to-B marketing beat for us. He wanted to know best practices on how to get more people to sign up for webinars.

I said, "And don't forget the thank-you page. When a prospect signs up for a webinar -- or a white paper or newsletter for that matter -- be sure to include more hotlinks or offers on... read the complete blog post