Is the white paper dead?
Mathew Sweezey takes on this question in this episode of our Smarter Marketing video series. And while we can conclude that the white paper itself may not be dead, your current approach to writing one may be. A few key takeaways for writing more effective white papers:
Be more specific. 76% of buyers prefer different content at each stage of their research. Know your audience before you sit down to write, and tailor your content to their stage in the buyer’s cycle.
Know when to stop writing. Our 2013 State of Demand Gen Report revealed that 70% of [...]