Tech marketers live in a world of products and features. And that’s ok. But to attract and nurture quality leads with your white paper, case study, blog post or other tech content, you need to get your head in a different place, and that place is the reader’s head. 

One of the two things that drive white paper readers nuts is lack of focus on a specific solution. What that means is that many white papers get downloaded, but also discarded. The problem with promoting a product is that everyone has a product. And it’s hard to stand out when you’re following the crowd. 

Continue reading →