Content marketing using white papers is effective, but losing steam with today’s more empowered, skeptical and frugal B2B buyer. Personalized, one-to-one (1:1) interactive white papers are proven to better fuel demand-generation programs and improve sales and marketing effectiveness.
White Papers are Influence Kings, But Need Personalization to Retain Crown
1. White Papers are Influence Kings, But Need Personalization to
Retain Crown
Internet Fuels IT Buying Cycles
According to a recent survey of 500 technology decision makers and influencers, Internet access to content is
changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of
the decision making cycle on their own. This trend does not only hold for IT buyers, but for buyers of B2B
solutions overall, as ever more savvy buyers use on-line content to set strategies, and explore and select
solutions, all before ever engaging a sales representative.
For these buyers, content is an all important decision catalyst, with buyers researching opportunities, solutions,
technical specifications, financial justification, success stories references and competitive comparisons. In a do-
more-with-less environment, buyers view on-line content as essential to the buying process, a facilitator to
help make better decisions more quickly.
Content that Matters Most?
When surveyed as to the most influential content in decision making, white papers remain the stand-out
content of choice.
This marked the third year in a row that white papers were ranked as the most influential when compared
to several other collateral types, including superior influence in driving purchase decisions over case studies /
success stories, product brochures / data sheets, videos, and podcasts.
Although white papers remain influential, media firms such as Ziff Davis Enterprise (ZDE) and others report
that white paper downloads are DOWN year over year.
Unfortunately the bulk of white paper marketing involves communicating the same information, in the same
way, over and over to prospects as different as Joe’s Barber Shop and Exxon Mobil. This results in information
overload, with low response rates, a slower buying process and lack of competitive differentiation. The issue is
that traditional white papers are often not engaging enough to break through the clutter.
So, how do marketers make whitepapers more effective, more relevant, and more ONE-TO-ONE?
Interactive White Papers
One way to overcome these issues is via Interactive White Papers - by creating content that is dynamic,
adaptive and personalized in real time, fundamentally changing the way white papers engage buyers.
Research from MarketingSherpa and KnowledgeStorm, shows that targeted content is more effective, when
customized for: