Do whitepapers still work in today's marketing environment, or are they outdated now that content marketing has become more sophisticated?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 them at Target Marketing, and distribute many as part of our own content. On the other, I have to wonder if our Web-focused content world—which puts emphasis on small text like blogs and very visual media wth YouTube, Pinterest and all the infographics and memes that get shared—is this really still the place for whitepepers?
There's a lot of truth to the expression, "perception is reality;" especially with the terms "whitepaper" and "e-book." For most business decision-makers, the perception of a whitepaper is radically different from an e-book, and choosing the right term to apply to a business-focused marketing document can play a significant role in how your target reader perceives its contents.