As you might remember, the first article in the "Reengineering the White Paper" series by The Bloom Group was about how to develop compelling content. (Great white papers are not so because the writing is great – they are great because the core ideas are.)
This second part of the series discusses how bringing a white paper to market must now radically change given the abundance of white papers and, more important, because online marketing tools (including but not limited to social media) enable marketers to get readers to come to them.
This series is definitely my favorite guide on how to create compelling white papers - check it out.
