From White Paper to Podcast, New Research Shows Interest
By Michael StelznerA new survey of 3,900 business and IT experts showed that many folks think white papers repurposed as podcasts would be valuable. The study sponsors are KnowledgeStorm and Universal McCann.
The study found that nearly 2 in 3 people felt, “information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts.” And, fifty-five percent of respondents indicated they would be more likely to consume white papers and analyst reports if they were delivered as podcasts.
While I do not think podcasts will take the place of white papers, I do see the value in cross-applying white paper content into new mediums, such as podcasts. As more consumers rely on iPods, they will be consuming audio-content in their cars, on airplanes and in other areas that would be advantageous for marketers.
Matt Lohman, director of market research, KnowledgeStorm said, “This is one of the first surveys focused specifically on the B2B audience and it clearly shows that podcasts, blogs and other new media types are viable mediums for reaching B2B technology buyers.”
More information: Press Release, Analyst Report.
As an addendum, Dana Gardner of ZDNet had this to say:
Oh, and by the way, as someone who has written a lot of white papers and analyst reports, I can assure you that not only would these content types be easier to digest as podcasts and associated transcripts, they are much more powerfully created as verbal encounters, too. The right podcast with the right knowledgeable person who is in the trenches of IT is worth its weight in gold; it’s from the horse’s mouth, it’s believable, it’s community to community, and it’s on a human Web scale. That’s not always discernible when reading some white papers and analysts reports.
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