Long content: either you love it or you hate it. If you're going to ask your readers for more time, you better make that time worth it.As a technology writer, white paper content marketing makes up a significant percentage of the content I create each year. As a strategist, it's one of the solutions I use to help buyers navigate B2B buying decisions.Whether you're dealing with a topic that's too complex for a short form or exploring new ways to tell your brand's story, it's important to consider incorporating long-form content into your content marketing strategy. Yet there are buy email list new emerging trends that offer marketers more choice than just white papers when discussing topics in depth.
It also helps marketers determine when and where buy email list they use whitepapers – and what it looks like in the marketing mix while diversifying content production to explore new long-form mediums.So you're saying the white paper is dead?If you've been in digital marketing for a while, you've seen the "death of" trend. Blogs are dead. SEO is dead. The souls of marketers trying to predict the next trend are . . . I laugh. But you get the point. While some pundits have said the whitepaper is dying or declining, Content Marketing Institute founder Joe Pulizzi put it best in a 2016 interview:"In manufacturing and technology in particular, white papers are still a staple on the business side. For complex concepts that require in-depth analysis.
White papers still serve an important purpose [...] and buy email list many buyers still like read information in white paper format. Even with all the new technologies/forms of content, you rarely see the death of one type of content."reading long-form contentImage credit: Attentie AttentieThey're not dead yet, as Monty Python would say. Statistics support this view. A 2018 report from the Content Marketing Institute found that 50% of B2B marketers rank white papers among the three most effective techniques for reaching customers and making sales. In a survey by DemandGen, 76% of buyers said they would pass on their information in exchange for a white paper.So the key is not to argue that white papers are "dead" or shouldn't be part of your strategy.