Have Marketers Killed This B2B Golden Goose?

Reblogged from Marketing Craftsmanship:

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers.

White papers gained significant adoption as a content marketing tool concurrent with the rapid growth of new technologies that often required explanation or context for non-technical buyers.

Read more… 764 more words

A great post from Gordon G Andrew on technology White Papers.
Andrew writes about them from a marketing point of view and says while they are now less popular and their name may be a problem, the idea of white papers is still valid. I agree, but please, keep them short and credible. No-one wants to read a ten page advertisement.
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