White Papers and Case Studies: A Summary
At Wellspring Concepts, I write white papers and case studies for green technology and higher education clients, as well as for other select sectors. White papers and case studies are at the top of the content food chain, and are virtually obligatory for B2B companies in industries where products or services are scrutinized with great care due to their price, complexity, or both.
According to a 2018 study of content marketers, white papers were deemed by B2B marketers to be the most effective among content types at the critical middle stages of the buyer's purchasing evaluation process.1
The same study reported that content creation has seen the greatest reported increase in budgeting among B2B marketers in the past year.
Thus, your ability to succeed in a competitive market can be hamstrung by the lack of high quality, top shelf information that a professionally written white paper or case study can provide. Failure to create white papers or case studies to support your products can put you at a further disadvantage if your rivals are providing them to potential customers.
- A 2015 study found that IT purchasers in particular rate white papers as the most effective content after product literature in the primary stage of the buying process.2
Moreover, in a moment when spurious information often prevails in the media, buyers increasingly seek credible and substantiated information, like that provided in white papers and case studies.
- On a recent content marketing poll, and 97% of the respondents said they are placing greater emphasis on the trustworthiness of the content source, and 95% of respondents said they seek industry-leading sources for credible content.3
Besides demonstrating the superiority of your company or product to skeptical purchasing managers and demonstrating thought leadership in your sector, white papers in particular can be repurposed to create new content. If you are a content manager faced with overwhelming demand for material, a white paper is a motherlode that can be mined for other channels like blogs, social media, placed articles, and more.
1 B2B Content Marketing 2019: Content Marketing Institute.
2 2015 TechTarget Media Consumption Report: Guided by Content.
3 2019 Content Preferences Survey Report: DemandGen Report.