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BtoB

Beware the short white paper

By Published on .

In a post this week on the “White Paper Pundit” blog, Jonathan Kantor provides some guidelines about when a white paper crosses the line between educational and promotional. He recommends avoiding the mention of brand names and designs that make the white paper look like a brochure. Additionally, brevity is not the soul of wit when it comes to white papers, Kantor writes: “Shorter white papers (from two to four pages) have woefully little room for industry perspectives, background information and the type of educational content that business readers seek.”
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