‘You’re Doing It Wrong: Content Marketing With White Papers’ – ‘Business.com’ Blog
Mike Canarelli says, “Infographics are out, and white papers are in.
Only time will tell if white papers become the same kind of ubiquitous fad, but here’s what we know for sure: when done correctly, white papers can build credibility, offer solutions, provide smart analysis, and illustrate product benefits. They also hold the added benefit of appearing objective.
Two years ago, 57 percent of business-to-business marketers considered white papers effective marketing tools.
Today, more than two-thirds of all marketers—68 percent—use white papers as a marketing tactic, making them an essential part of the marketer’s toolkit.
Everyone knows that in the second decade of the 21st Century, ads are largely ignored by consumers—especially Millennials—due to their overly “salesperson-like” qualities“.
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