Join host Jeff Ogden and special guest Jonathan Kantor, author of the book “Crafting White Paper 2.0”, and founder of The Appum Group, aka “The White Paper Company”, as they continue their conversation about:
• The use of “long form” content versus other pieces of content in today’s marketing landscape
• The importance of focusing white paper development on customer challenges rather than vendor solutions
• How to guide leads through the buying processing by creating the right progression of content
• What the next generation of white papers might look like
Check out “Crafting Next Generation White Papers for a Social Media Oriented Reader” to see the first half of Ogden’s interview with Kantor. To learn more about Jonathan Kantor, as well as Crafting White Paper 2.0, check out The White Paper Company.
MadMarketing TV is sponsored by Act-On Software.