Content Marketing, Long Form Content, Owned Media
Published By:

Every marketing channel has its own strengths and weaknesses. A new report suggests that while email maintains several critical features that drive its value, white papers prove two times more effective at driving audience conversions.

In fact, white paper conversion performance outpaces email, even though both mediums see roughly the same rate of consumption among B2B buyers, according to a new Eccolo Media study.

White paper content is one of three forms of information that more than half of B2B buyers examine when researching a purchase. Email and data sheets enjoy a majority usage, although one-third of buyers consider white papers to rank among their top five assets in terms of purchase influence.

To a large extent, these benefits are inherent to the longer form of white paper content. Emails and social content are brief and focus on making a quick impact, while white paper content can break down complex subject matter and concepts—particularly when it comes to providing context and explanation for data-driven insights.

Consider the HookLogic white paper “Converting the CPG Online Shopper.” In breaking down how consumer behavior has changed regarding online shopping compared to in-store activity, the paper used data spanning 10 million transactions and $1.2 billion in sales.

“HookLogic began working with U.K. grocery store chains like Asda to support online shopping,” MediaPost reports. “Now the company will bring what it learned to the U.S. to help more CPG manufacturers build a strategy that encompasses cross-category marketing.”

However, breaking down such innovative approaches can’t be done in a limited space. White paper content offers a constraint-free outlet for going deep into strategy and making a case to prospective buyers. This content functions like a well-developed sales pitch, educating the reader and offering the insights necessary to push a prospect toward conversion.

Meanwhile, this white paper content makes use of the data-driven insights that good analytics technology offers. As a result, white paper content can derive greater value from the data spending that companies already invest in. The insights derived become more valuable when interpreted for the prospective buyer, and the white papers can join the rest of a brand’s promotional literature.

This article originally appeared on Skyword.
Content Marketing Summit 2015 revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.