Marketing

Issue No. 41 - June/July 2008

Video kills the white paper star

by Kimon Lycos

Nothing beats a white paper and it would appear the B2B market agrees. A recent study (KnowledgeStorm and MarketingSherpa, March 2007) of more than 4000 respondents found that 80% of buyers rely on vendors for educational material to solve a problem, which makes sense, because it most likely was the vendor who caused the problem in the first place.

Respondents were also increasingly selective about what types of content appealed to them most,

with educational white papers topping the list at 71%. So it seems clear that white papers are a jolly good thing from a marketing perspective. Well, not quite, because you can go one step better. With 78% of respondents believing that video makes online content more compelling.

Ah-ha!

Think of the upcoming generation, those who have pixellated pupils, the result of thousands of hours of staring into a screen of one sort or another. As children, they didn’t get to watch cool and well-constructed cartoons, such as As...

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