White Paper Marketing and Thought Leadership
I read a recent article that was pointed to from a Blog that I read regularly -
Jill Konrath’s Selling to Big Companies Blog. In her current blog post One Sales Strategy That Really Works, she points to a good video that describes the use of White Paper marketing and how it can help your organization succeed.
Jill writes:
“Michael Stelzner used it to get 60,234 leads over a five year period. He’s a small business owner … a regular guy who stumbled onto this strategy that:
- Brought him high quality prospects virtually overnight.
- Established him as a thought leader in his market space.
- Kept on generating leads for years.
Using educational marketing, his company landed accounts such as Microsoft, FedEx and Dow Jones. Not too shabby a client base!
Today Michael is launching a series of videos on how he used these educational techniques to transform his business. ”
My current company uses this pretty effectively. By having people in the organization that are respected in the local community as well as from Microsoft (our services are all based on Microsoft), we are able to leverage their status and knowledge in writing good quality, high value white papers that attract attention. (more…)
Add comment May 8, 2008
