Are B2B white papers losing their clout? They just might be, according to some who say they fail to meet the need for speed (when it comes to reading) that today’s “infovores” crave.
Please note: You will need to register to read this IDG article, but it’s free.
Then there are others who say “It depends”:
It depends on the the content.
Is it “laced” with sales promotional copy?
Is it devoid of real research?
Then yes, your white paper is a waste of time and energy, say the folks at Matizmo.
Then there are those who give a definitive”NO”
(and bring out the hard data to prove it):
White papers, like eBooks, DO work…If you put some real planning and thinking into them. If you learn to write them well (or pay someone to write them), make them helpful to readers and give them depth, chances are your key prospects will not only read them but pass them on to their colleagues as well.