There are three key ingredients for whitepaper success: a dedicated team, the right resources and strong editorial and design skills. You also need to set realistic expectations — these need to align with what content marketing does best, which is getting the word out about your product or company and helping prospects get to know, like and trust you.

In the past decade or so, content marketing has gone from the fringes to the mainstream of the marketing world. Or to use a baseball analogy — since America’s Pastime finally got started last month — it has been promoted from the minor to the major leagues. Given this, it’s…

Over the past year or two I’ve written a whole bunch of articles about content marketing. For example, there was my three-part series on how to create a content marketing program from scratch, 5 tips for creating high-quality content and 3 content marketing trends you should know about. As I…

The past few months I’ve been talking about how to create a new content marketing program from scratch. The last article described how to build a content marketing team and create a workflow map to ensure that your content is published and distributed on a regular basis. Today I’m going…

Last month, I started a new blog series that describes step by step how to create a new content marketing program from scratch. The first article focused on the importance of committing to your program, defining the audience for your content, creating a strategy and selecting the right distribution channels.…