Editor's Note: This article is part two of a two-part series on understanding, creating, and marketing valued content. RainToday members can click here to read part one.

The Executive VP laid them out on the boardroom table, one by one, seven of their most recent white papers. "We spent weeks developing these" he said, a worried look crossing his face. "Downloads get worse every day. But the real problem is that no one mentions them in the sales process any more. Frankly, I think our sales force is losing confidence in them. What should we do?"

In preparation for the meeting I had read and analyzed the white papers. I already had a sense of the problem, but I asked three simple questions just to be sure:

1. How did you decide what to write about?
   
   
2. How well do these pieces solve problems that matter to your readers?
   
   
3. How much research did you do before writing these?

He looked puzzled, thought for a moment, and then said, "We wrote about what we want to sell—isn't that the point?"

Members-Only Premium Content   

• Free Webinars: Access all recorded webinars (full members attend all live webinars free).
• Free Tools and Guides: Receive all how-to guides and tools sold in the RainToday Store free.
• Research and Reports: Receive 20% off all research and benchmark reports.
• 1,000+ Articles: Access over 1,000 professional services marketing, sales, and leadership articles.
• Exclusive Premium Content: Access members-only interviews, templates, and case studies.