The Most Effective Content Marketing Tool You’re Not Using

White papers are an excellent way to disseminate your expertise to an industry community. By sharing your knowledge, not only are you establishing yourself as a thought leader, but you’re also providing the groundwork for launching content in other channels like blogs and e-mails. Aren’t White Papers Dead? You sometimes hear opinions expressed about the declining value of the white paper, or that the function of the white paper has largely been subsumed by the ubiquitous ebook. While some of this is fuelled by exposure to just plain badly written white papers, the truth of the matter is that, although not as ‘sexy’ as other marketing tactics, the sturdy white paper can boost SEO, enhance your brand, and directly contribute to sales. White Papers: The Rationale Here are solid reasons to consider including white papers in your marketing endeavor: Make Google love you. With the regularity of a plague, Google releases its algorithm changes. As it stands now, the king maker of search engines punishes sites offering poor quality content – in other words, mere content designed for searches. To gain that traffic that drives your business you need to offer value, not linkbait. Provide shareable social media content. To…

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