SaaS companies, tech startups and other B2B companies use white papers to attract prospects, drive leads and close sales. But many marketers don't know what they are, or how they differ from content like eBooks, case studies or blogs.

Here, I explain what a White Paper actually is and how it fits in the marketing roadmap to build your brand and drive sales. I also cover a few must-do's to make your white paper project a success.

CW Communications (My business): www.charliew.co
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What is a white paper and how to use one in business and technical marketing.

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