Amherst, N.H.

Whitepapers, and other free B-to-B information-based offerings, identify prospects’ problems and offer data and suggestions to help them decide on a solution. “When people can read in a paper about a problem that they’re having, it builds an affinity between the business and the prospect,” says Michael Stelzner, executive editor of and author of the book “Writing White Papers: How to Capture Readers and Keep Them Engaged.” In a down economy, more and more companies are offering free content to gain mindshare. “If you are lagging, and your competition is out there providing lots of rich content to the customer base, you’ll probably

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