Through the Spyglass

IDENTIFYING TRENDS, ANTICIPATING CHANGES, CHARTING NEW DIRECTIONS IN THE DIGITAL SPACE.


Using White Papers for Content Marketing

Many companies, especially B2Bs, are unsure how to utilize content marketing to further their business objectives. One highly effective type of content marketing, particularly for B2Bs, is the white paper.

What is a White Paper?

White papers are in-depth, research-based, informative documents for the savvy reader. They are particularly helpful for discerning audiences trying to make educated decisions. Cue B2B companies, aiming to sell complex products to professionals. 

So how does one go about developing a white paper? What do you need to know to get started? This presentation should help.