Should you manage Adwords in house or use an Adwords Agency? Someone from a technology company in the digital signage business asked me the following question. We are looking for web-marketing companies who can manage our listings, adwords and other web initiatives.

Please suggest names / agencies

How could marketing professionals get their complex messages in front of qualified customers? A marketing tool was needed that would be read by potential clients and work as a sales agent before contact was ever initiated.

Many businesses were submitting contributed articles to trade publications. These articles stripped out much of the typical marketing spin and began educating readers on new technology. However, this type of marketing made businesses subject to the whim of publishers.

White papers became the solution. They were already accepted in the technology world as educational documents that described technical processes. They also had longer shelf lives than articles. In some cases, portions of the white paper could also be repurposed for contributed articles.

Analyst firms were some of the first to write business benefits white papers. For example, IDC and the Gartner Group were sources businesses could engage to have an authority write what was perceived to be an objective paper on the state of an industry. However, the high costs of having analysts produce white papers prompted many companies to begin writing their own.

Today, most organizations either use in-house or contract writers to author their white papers, rather than subject-matter experts. Regardless of who writes them, executives and decision-makers rely heavily on white papers when researching solutions to problems.