On October 14, 2009
Is the White Paper Dead?
The 1990s were all about the white paper. New technologies, problems and solutions–all summarized in a neat downloadable document on a company’s website. Whenever I consult with an organization during the initial stages of their website redevelopment, there’s almost always a conversation about where all the old white papers will live on the new website. To me, white papers seem a little dated so I typically advise against placing them front and center on a new site. There are often handier mediums now, such as online video, to quickly illustrate the value of a product or service and entice the potential customer to want to learn more. If your goal is to get site visitors to sign up for more…
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