Do Whitepapers Still Work? - LinkedIn Discussion of the Week
Do whitepapers still work in today's marketing environment, or are they outdated now that content marketing has become more sophisticated?
On the one hand, we see a lot of whitepapers here at Target Marketing, both from people advertising to us and whitepapers that we include on our sites. Johnathan Kantor of the Appum Group (AKA WhitepaperCompany.com) spoke on a webinar with us not long ago where he laid out a pretty good case that whitepapers are still relevant. However, he was also careful to draw boundaries around what a whitepaper is and isn't. That was a very popular webinar with our audience, so from that it appears that whitepapers are still pretty interesting to marketers today.
On the other hand, I have to wonder in a Web-focused content world that puts emphasis on small text like blogs and very visual media with YouTube, Pinterest and all the infographics and memes that get shared, is this really still the place for whitepapers?
What do you think? Tell use your vote and why over at the Integrated Marketing Mix group on LinkedIn.