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CASE STUDIES
WHITE PAPERS E-NEWSLETTER |
White Paper Blitz Means Business for AirMagnet The Client: AirMagnet provides enterprise-hardened wireless LAN security and management solutions that enable CIOs and IT staff to securely manage and troubleshoot their wireless LANs (WLANs) worldwide, onsite or remotely. AirMagnet solutions come in portable configurations for IT personnel, as well as enterprise configurations that secure and protect wireless networks of any size or scale, 24/7. As the Marketing Communications Manager for AirMagnet, Jenny Coupe looks for cost-effective and creative ways to market AirMagnet. She has found white papers get information to the marketplace quickly. “We use them for visibility and awareness,” she says. “We’re successfully positioning AirMagnet as the thought leader in the wireless security arena.” To make the most of this strategy, Jenny has to produce white papers frequently for syndication through portals like TechTarget and KnowledgeStorm, as well as technical sites like the Ziff-Davis Web Buyers Guide. AirMagnet does not have staff writers, and Jenny has little time to manage outside resources. She needed writers who were technically literate, wrote engaging copy and required little supervision or direction. She found the solution at Oak Hill Corporation. “Oak Hill has been great. All I have to do is tell them what the white paper should be about and they run with it.” Thousands of wireless networking professionals see AirMagnet’s white papers online and 600 to 900 individuals download them every month, so they had to be good. And once she captured the interest of potential buyers, she needed to supply new content to keep their attention. “I have to push fresh and relevant material out on the Internet frequently,” she says. “Otherwise, our stuff starts to look stale and the downloads start dropping off.” Because the Oak Hill writers understand technology, “I don’t have to hold their hands or answer a lot of questions, which I don’t have time for,” she says. “And they know how to research topics to obtain supporting information. Their white papers are supported by solid citations and don’t just look like advertising in disguise.” “The white papers are also written in an engaging manner,” she adds. “That’s important, because you want people to read them through to the end. To get our message across, the material must resonate with the audience. “In short, Oak Hill is exactly what I need -- smart, fast, and not too pricey.” |
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