Gwynn Finnell, a senior marketing consultant with Hoffman Marketing Communications, wrote a nice article called "Creating White Papers that Drive Sales." She finds that too often technical white papers (technology briefings, buyer's guides, planning and implementation guides, applications guides, case studies) and business white papers (business implication studies, strategy discussions, industry trend overviews, issues analyses, application guides) are disconnected from real-world sales contexts and she thus gives marketing communications strategists the following tips:
- Understand the Sales Process
- Develop a Sales-Driven Strategy
- Narrow Your Focus
- Choose the Right Content Strategy
- Execute Well
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