A report from the Custom Content Council and ContentWise relayed byeMarketerfound that digitalcontent marketinggrew in 2011 with website articles and email newsletters, among other content types, becoming more popular. Among the primary motivations for increased content investment was the desire to build brand thought leadership, and white paper marketing became more frequently used as a result, the study found
Thirty-eight percent of organizations relying on the web forcontent marketingcreated white papers to demonstrate their authority in their industries. Moreover, these in-depth lengthier pieces are commonly used to help prospects learn more about a company’s products and their ability to add value.
在过去的三年里,白皮书营销maintained steady growth. Twenty-three percent of organizations included in the study used white paper marketing in 2009. The figure blossomed to 30 percent in 2010 before swelling to 38 percent in 2011.
While the survey shows that companies using white papers already are unlikely to invest more in the format, it’s likely that more organizations will begin creating white papers in 2012.
Brafton recently reported that many usingcontent marketingare actively looking tooutsource a portion of their content creation. With white papers often requiring in-depth research and extensive time investment, 17 percent said they will use third-party agencies to generate their white papers.
