Contrary to headlines in the marketing press, the white paper is not dead. While versions of the concept have proliferated and greatly diluted its potential power, if done right the white paper continues to serve as the basis of highly effective content marketing. The question is, what is the best way to leverage this old marketing workhorse given our plugged-in, multi-channel world?
First let’s understand why the white paper has staying power. The best examples include:
- Rich, substantive content that educates, not sells
- New ideas that prompt and provoke innovative thinking
- A clearly communicated point of view on issues that are highly relevant and timely
- Statistically sound data and well-researched findings
Why White Papers Still Matter: Their Role in Effective Content Marketing
