User-generated content started being a hot topic a couple of years ago. It’s not that marketers are truly ignoring it, but I think it’s fair to say that the buzz has fizzled a bit.
Perhaps this has something to do with an economy that’s been sticking its tongue out at the public for about a year now. Ya think? Read more…
Last week, we invited 35 MarketingSherpa Members to a virtual roundtable discussion to tackle a question we’ve been hearing quite a bit about recently: “Are white papers still effective?”
From our standpoint, the answer is a resounding “yes.” Data show that white papers are still an integral part of the business buying cycle:
If you’re a B-to-B marketer who hosts lead-generation webinars, you’ve probably asked yourself that question. The most recent newsletter from webinar services vendor Bulldog Solutions offers some guidance.
I recently interviewed a B-to-B marketer who had completely revamped her webinar strategy to generate a 400% increase in attendance. One change they made was to eliminate events in July and August, when they’d seen generally low interest from their prospects and customers.
Her theory: People tend to take a vacation in the summer, or else find the nice weather just too enticing to sacrifice an extra hour in front of a computer.
Choosing the right title for white papers and webinars can mean the difference between catching your prospects’ attention and being overlooked in a sea of competing ecommerce content. For some ideas on creating titles that get attention, check out the homepage of the popular social bookmarking site Digg.com.
