Thanks to search engines, most of your content is evergreen. That’s why you should pick effective formats for your content without an expiration date. Read on and be inspired by the examples of brands doing evergreen content well.

The white paper is not dead. While versions of the concept may have proliferated and diluted its potential power, if done right the white paper still matters. Find out more about the best way to leverage this old marketing workhorse for effective content marketing given our plugged-in, multi-channel...

CMI's Framework white paper concisely communicates the principles that drive CMI. Get the inside story on the collaborative process behind the Framework paper and how it came together. And from this origin story, take away 4 keys to compelling content marketing that will enrich your own white paper efforts.

Curt Porritt of MasterControl sat down with CMI to discuss his organization's white paper success and how testing has helped drive content choices.

One of the keys to writing a great white paper is to include lots of quality content. So before you start writing, you’ll need to gather the information you’ll need and modify it to suit your purposes. Here are some tips to help you find fantastic content.

Marketing your white paper before it is launched can help create buzz and get people lined up to read it as soon as it's available. Start your marketing push a week or two ahead of time and you should have plenty of time to generate excitement and prepare to engage your readers. These tips will help...

A white paper will only generate leads if it's read by the right people. So once you finish writing, you need to promote it to draw in potential readers and, eventually, convert them into clients. Here are five of the most common white paper promotion mistakes and some tips for avoiding them.

Interactive white papers and video white papers are helping revive the reputation of the B2B marketing workhorse. Some say the value of the B2B white paper is slowly eroding under the weight of its success. White papers were once the simple, functional, unfussy marketing tactic of B2B. These days, so...

As we take a collective breath before we head to Cleveland to experience how content, marketing strategy, Rock & Roll, and more orange than we ever knew existed can be mixed together, Joe Pulizzi and I wanted to offer up a little surprise. Before I get to the surprise, let’s talk a little about how...

Recently my firm had the opportunity to do a joint webinar with Robert Rose of the Content Marketing Institute and Big Blue Moose on how to make marketing content that matters — that is, content that provides value to consumers beyond simple awareness. We had an engaging discussion about how to create...

There’s a little flip book of inspirational quotes that sits on my desk (in addition to the piles of files, hand-written notes and haphazard to-do lists) opened to a page that reads, “Content is of great importance, but we must not underestimate the value of style” (Maya Angelou). But as any writer knows,...

Content marketers create and accumulate a lot of industry information. But one of the challenges they face is how to present all of this information in a way that helps users find the content they want, when they want it. One option is to create an online resource center or a resources page — a well-organized...