Some 63% of B2Bs have ranked whitepapers to be more effective than videos, e-newsletters, blogs, infographics, etc., according to the 2016 B2B Content Marketing report by Content Marketing Institute and MarketingProfs.

But are whitepapers really that effective?

An example of a successful whitepaper campaign comes from Fact-Finder. In 2013, the company launched a whitepaper campaign, aggressively publishing whitepapers to achieve maximum returns. What Fact-Finder received in return was an influx of leads that were almost too many for it to manage.

"But we learned pretty quickly how to get from those downloads to identifying our potential customers, estimate their need and pain, send sweet and nice emails, and push them into seeing our demos," Albert Pusch, marketing director at Fact-Finder, recently shared with me. "The close relation with sales was a blessing."

Here are three reasons why whitepapers should be part of your content strategy.

1. A whitepaper thoroughly explains how your relatively complex product solves a nagging problem that prospects face

Do you worry that some of your prospects don't even understand the core problem that your business solves—because it's not "that simple" to understand?

Ed Fry, general manager at, recently conducted a survey to see how many marketers actually understood the core function of 10 top marketing technology companies. From the results, 100% of all the 146 respondents understand what MailChimp stands for, 64% correctly said Kissmetrics is a company that provides analytics, and some 77% correctly described HubSpot as a "marketing automation" company.

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Victor Ijidola is a white paper and case study specialist at Cases and White Papers, a company that helps write case studies and white papers that will boost leads and sales.

LinkedIn: Victor Ijidola