Thought Leadership Snark

I love this description of white papers from Jay Baer on Get More Bait in the Water ( yes I’m a victim of my own snark having posted multiple white papers on our Web site) :

The old method of thought leadership was to create a white paper. A carefully crafted, highly edited, incredibly boring, 18-page tree killer that you provided for download on your Web site.

Guess what? In a 140-character world, a white paper feels like reading Moby Dick. Backwards. While covered in maple syrup.

Yummy, white paper…