B2B tech marketing can’t thrive on blog posts and infographics alone. While short-form content is essential in any content marketing strategy, it’s not enough to generate the type of engagement necessary when selling tech products. You need heavier content that describes pain points, teaches and suggests solutions based on substantial research and documentation — content like white papers. White paper creation stays at the heart of inbound marketing for technology companies. That’s because, in this niche, the customer’s journey is long and complex, and B2B buyers need tons of information before they make a purchasing decision.
Paying by the word used to make sense. In fact, it used to be the standard.
Driven by an upswing in print’s popularity, newspapers, magazines, and other physical media used it to appropriate length – its generous per-word rate was meant to accommodate both high-level talent and thoughtful editing.
But for most in the age of the Internet, where the bar for professional writing has significantly lowered and quantity over quality often reigns supreme, it simply doesn’t work on a universal level anymore.Read More