By Jonathan Kranz
One of the most powerful ways B2B marketers can attract qualified leads is by offering expertise in exchange for contact information. Whether you call the resulting deliverable a "report," an "e-book" or a "white paper," the net effect is the same: you build credibility and trust by creating valuable content your prospects respect.
White papers have been with us for a loooong time. But innovations in printing and distribution–and even in the way we conceive of white paper content–have dramatically changed the game. Let's take a look at how we can bring color to the white paper–and multiply the impact of our efforts:
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