The Starfleet team is heads down developing new commissioned eBooks on a range of topics, from next-generation electronic health records to advanced retail management technologies. Many of these content assets will be used for distribution at upcoming industry conferences. Solution providers will ship hard copies for use as handouts at their exhibitor booths. One such conference is HITEC, the world’s largest hospitality technology event, which takes place next month in Toronto. While we won’t be physically attending this year, our market research will have a physical presence. That’s because seven of our clients, including some of the largest solution providers in the hotels and resorts technology space, have commissioned new content assets in support of their marketing and sales activities at the conference. In this age of digital content assets, web-based content distribution and online lead generation, printed materials displayed in racks or stacked on tables in vendor exhibition halls continue to play an important role in helping companies raise brand visibility, demonstrate thought leadership and generate qualified leads. Indeed, when it comes to B2B content marketing, print is still alive and well.
