Before the days of digital and social media, one of the main ways B2B brands delivered content was through the humble whitepaper. Traditionally, this took the form of report-based information and its purpose, not unlike modern day content marketing, was to educate and provoke discussion.
Primarily used as an awareness or brand positioning tool, whitepapers were mostly leveraged at the top end of the sales funnel where prospects could only access them from a brand’s website after registering their details.
This whitepaper written by Kingpin and B2B Marketing, takes a look at the changing role of the whitepaper within the marketing mix and how content still remains a prominent part of campaigns.
