“White papers typically [argue] a specific position or solution to a problem,”

Here are seven things you can measure:

In 2006, the most overused words and phrases included next generation, robust, world class, cutting edge, mission critical, market leading, industry standard, groundbreaking, and best of breed.

A Selection of the Larger U.S. News Release Distribution Services

journalists—we should be writing releases that highlight our expert ideas and stories, and we should be distributing them so that our buyers can find them on the news search engines and vertical content sites.

Your marketing and PR are meant to be the beginning of a relationship with buyers (and journalists).

overused: Marketers don't understand buyers, the problems buyers face, or how their product helps solve these problems.

Because most of Alexander's sales happen from July through October, he has a calendar-based approach to content creation. “From November through June, the approach is to give away lots and lots of intellectual property to build up the subscriber base,” Alexander says.

When creating content about your offerings, remain focused on the buyer and the buyer's problems, rather than elaborating on distinctions between products.