In an article we published in June we explained why we think that topic microsites will supersede white papers for B2B marketing (see ...
You can read many more posts on white paper development and marketing, both from this site and from others, here.
The Newsstand: Media Articles on White Paper Marketing
White papers have become popular as marketing tools – so popular that even the business and mainstream press and many popular bloggers are writing about them. We comb the Web frequently for such articles, and we summarize and link to them below. (Some require registration.)
Stephanie Tilton is the latest blogger to pick up on the firestorm we helped Paul Dunay create (author of the “Buzz Marketing for Technology” blog) on whether the white paper is dead. Stephanie rolled out several statistics in defending the value of white papers. Several people commented on her blog to complain about the poor quality of many white papers, as well as forcing readers to register for white paper downloads.
The ever-popular blogger on marketing topics (and author of such books as "World Wide Rave and "The New Rules of Marketing & PR") says most white papers are dull, look bad on a computer screen and are never read because they require registration, which most readers reject. Instead of white papers, Meerman Scott prefers "eBooks" -- a cross between a white paper and PowerPoint presentation. A number of people push back in their comments, including our own Tim Parker.
We'll take some credit for setting off this firestorm of debate on Paul Dunay's blog, a popular one among IT marketers. Following our posting of the third article in our series on white paper marketing, we wrote to Paul, asserting that we questioned the viability of traditional white papers as an effective medium for selling ideas.
We include this article because it makes a persuasive case for white papers over PowerPoint slides. The article quotes several military commanders who rue PowerPoint as a tool because it leaves too many important points open to interpretation. The author writes: “Commanders say that the slides impart less information than a five-page paper can hold, and that they relieve the briefer of the need to polish writing to convey and analytic, persuasive point."
This short article on the CBS-owned website (which features white papers among several types of content) poses an important question. The author, a new media consultant who blogs for BNET, advises his clients against white papers in favor of "often handier" media like online video.
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