Using White Papers for Commodity Products
When it comes to marketing, one typically does not find the terms “white paper” and “commodity” appearing in the same sentence. Customers of commodity products and services have traditionally been interested in two things: price and availability. On the other hand, white papers have been associated with high-value solutions that fulfill a specific market niche and as a result, command a higher price.

How a Leading Marketer Used Video to Gain Fame and Grow His Business
You may have seen him chatting with Ellen DeGeneres on her daytime talk show, or exchanging late-night wisecracks with Conan O’Brien. Maybe you caught one of his high-energy keynote presentations at a corporate conference. Gary Vaynerchuk seems to be everywhere these days, and when it comes to using video to market your brand, he’s the guru to listen to.

Mastering the New Frontier of Social Media Marketing
A new report says that marketers have three main questions about using social media: What are the best tactics? How do I measure social media marketing effectiveness? And last but not least: Where the heck do I start?

Punch Up Your Writing With Graphics
Great writers obsess over their words, and who can blame them? Words create the messages that make readers buy. But it’s a mistake to ignore potent graphic elements such as illustrations, charts, photos and subheads. They’re powerful weapons that pack punch into your prose. Let’s start with a question: Why use graphics?

Seven Steps for Fighting Writer’s Block
It happens to everyone—that point when the words for this particular white paper just won’t come. Of course, the more frustrated (or frightened, or angry) you get about the situation, the worse it becomes. So, how do you move forward?

To Persuade Readers, Put Yourself in Their Shoes
With competition so tough these days, you’ve got to seize every opportunity to craft content that will compel your readers to buy. But when writing to persuade, if you begin with your own product or service in mind, you’ve started wrong.