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 six of the most common white paper promotion mistakes and some tips for avoiding them.

Simply put, if our brand is a story, our community members are the co-authors. Finding ways to leverage their investment is powerful — the authenticity of their external perspective can bring tremendous value to our content marketing efforts. To that end, here are a few ways to integrate our community members into the content creation process.

Government entities don’t market products or services in the same sense that most businesses do, but their websites are designed to share content that informs and educates — just like the best B2C and B2B content marketing does. Those who create content in the public interest still must engage readers and earn their trust. Here are some guidelines and examples.

Last week’s protests of SOPA and PIPA by Wikipedia, Google and other online companies not only publicized the debate about pirated content on the Internet but, for the marketing community, intensified concern about “fair use” of content and the laws governing copyrights, trademarks and patents.

What sets best-in-class marketers apart from average marketers? Here are tips for taking your game from average to marketer par excellence.