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Why The Demand For White Paper Is Spiking
By Michael Stelzner
Expert Author
Article Date: 2008-07-09
One of my early predictions for this year was a spike in the demand for white paper writers this year. Or said another way, I predicted marketing folks were going to be demanding more white papers for their campaigns.
Speaking from my own personal experience, the demand for my white paper writing services has never been greater.
If this trend goes beyond me, here are three reasons there's a spike in white paper marketing:
1. Businesses are struggling to stand out in a very fragmented marketing world: Social media alone has added dozens of new marketing channels (think Facebook, LinkedIn, Twitter, Digg, ). This has made it very difficult for marketers to pick any single channel for their efforts. White papers have an appeal across the channels AND can pull someone in from a social media channel.
2. The slowing economy means all eyes on marketing: In the past, marketing could sneeze and prospects would rush in. Now executives are asking and demanding more from marketing. One lead generation tool that has withstood the evolution of the web is the white paper. In fact, as the web expands, free content offers like white papers will become more important to help businesses stand out from the crowd.
3. More industries are starting to use white papers: It used to be that high-tech was the only place you saw white papers. Now white papers are working their way into ALL business-to-business industries. I am seeing more use of white papers in financial services and Internet services in particular. However, they are also growing in manufacturing, real estate and many other industries that sell complex or expensive products and services.
Are you a writer? Has the demand for white papers increased?
Are you a marketer? Are you using more white papers?
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About the Author:
Visit http://www.writingwhitepapers.com/blog/ for extensive resources on crafting compelling white papers and applying creative marketing tactics.
Michael A. Stelzner is the author of the new book Writing White Papers: How to Capture Readers and Keep Them Engaged and has written nearly 100 white papers for companies such as Microsoft, FedEx, Motorola, Monster and SAP.
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