Technical content and editorial publication
Why publishing well or not publishing is the only reasonable choice: manufacturer's website, mediocre technical content, scalable sales force and white-paper editorial discipline.
The editorial criteria behind a white paper that opens the consideration set
The proliferation of industrial white papers coincides with the loss of their usefulness. Recovering their value does not require greater production volume, but greater editorial discipline.
Technical content as the only commercial force that scales in industrial B2B
The direct sales force has a structural ceiling imposed by buyers' declining trust. Technical content published by the company has no such ceiling, and most industrial leaderships still treat it as a communications expense.
Why publishing mediocre technical content costs more than not publishing
Industry has begun to take technical content production seriously. Recent research suggests that poor content is not neutral: it actively disqualifies the supplier that signs it.
The manufacturer's website as the first round of elimination
The technical site of an industrial manufacturer ceased to be a brochure a decade ago. Today it is the first test the buyer applies to decide whether further investigation is worthwhile, and most last less than two minutes.