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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Whitepapers and FAQs as Marketing Tools

Above all, the web is a source of information. If you create the best source of information on a particular topic and either slap it on the web or make it available for reprint, you’ll find that other people and other websites will voluntarily promote it for you. White papers and FAQ’s that comprehensively cover a topic are powerful tools to generate this type of voluntary promotion by others. Keep the self-promotion to a minimum and people will willingly promote your resource, link to it, or even reprint it in it’s entirety on their websites (with the required byline credits, copyright statement, and owner’s brand all over it, of course).

Try to create the best source of information on a topic of general interest and you’ll probably find a lot of other people doing the same thing. If you concentrate on a more specific the topic, you are more likely to have the market cornered. There are numerous types of resources that will work here. A non-biased, comprehensive set of FAQ’s designed for someone looking to make a purchase of a product or service that you offer is probably an easy one to create. Writing comprehensive educational white papers or useful tutorials are other possibilities. Whatever content you use, make sure it’s useful.

Authored in 2001 by Stephan Aarstol
while Director of Business Development