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White Papers vs. Blogs, New Research

By Michael Stelzner

Are blogs more credible than white papers? A new study from KnowledgeStorm and Universal McCann suggests a possibility.

Of 4500 respondents, a significant 21 percent claimed blogs were actually more credible than white papers.

These findings suggest that two-thirds of respondents felt blogs were either equally or more credible than white papers. Compared to the other options, blogs scored best against white papers.

Matt Lohman, director of market research for KnowledgeStorm commented to us about the findings above:

We believe that the 21% of respondents who rated blogs ‘more credible’ than white papers are probably considering bloggers to be an independent, third-party source — much like they’d view a news publication. While many vendors do a great job of producing white papers that are informative, factual and effective research tools, it is still hard for vendors to overcome an inherent bias the readers place on their content.

View the study.

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This entry was posted on Tuesday, September 12th, 2006 at 5:15 am and is filed under Statistics. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • Hi Kathy - The survey did not examine the quality of content. That is rather subjective. However, I do agree with you fully! - Mike
  • Kathy Peele
    Are we spending too much time worrying about the medium and too little time on the quality of the content? I lose interest and quit reading poorly written blogs and white papers. I give equal time and consideration to well-written blogs and white papers.

    Did the study include a scale to measure quality of content?
  • John - Interesting point about age. I looked at the study and it looks like age was not asked. - Mike
  • John Matenkosky
    It would seem to me that the survey results would be skewed by the ages of the people who voted in the survey.

    I doubt that many under the age of, say, 25 have ever seen a white paper, although they are generally very familiar with blogging.

    I also doubt that many over 45 or so know anything about blogs, but the professionals, at least, have quite likely been exposed to, used, and possibly written white papers.

    Let's tally the results by age group...

    ~ John ~
  • It's not altogether surprising. I agree with Michael's comment -- that blogs do not necessarily represent facts -- but the reality is that facts can be misrepresented in any number of ways, even through white papers; so that's not really all of the issue.

    Clearly they both have a place, especially when blogs are responsible and state opinion as opinion. One is reminded of Patrick Moynihan's famous statement: "You are entitled to your own opinions. You are not entitld to your own facts."

    My company, eWay Direct, maintains blogs written by several of our key staff on subjects with which they are familiar. It's another and different way of reaching people, one of many, and can at its best present a more human and personal side to the business.


    --- Jeannette Cezanne
  • I think what's scariest about the survey is that it may indicate some absence of critical thinking!

    A lot of what I do involves coaching CEOs of startups and their staffs on the power of inquiry and critical thinking. It never ceases to amaze how ready people are to take something at face value... to fail to ask bigger questions like, "How do you know X is true?"

    Still and all, blogs have a certain power that is difficult to deny. When properly used, they do play an important role as information brokerages, thought leader platforms, and influencers of opinion.

    I have always considered a good white paper to be informative. It's a service to the potential prospect. That's why it's so important to keep company information out and focus on delivering maximum value to those we serve.

    In the end, no matter what the medium, if we focus on delivering value, we'll be doing the world a huge favor.

    Michael
  • Wow! Talk about counter intuitive. To me, white papers have always lent an air of expertise and the highest credibility. But I can also see the point of the power of an independent third party endorsement.

    I think the point is both are great avenues for dispersing valuable free information to potential clients. A smart marketer will not limit her options to a single method. Perhaps those interested might want to read my article Freelance Copywriter Secrets: 7 Copywriting Tips For Giving Free Information for more information.

    Charles Brown
    http://dynamiccopywriting.blogspot.com
  • Hi Susan - There are a lot of white papers out there that lack credibility. However, I am surprised that so many people find blogs equally credible to white papers. I think this needs further examination and we do not have that luxary with this study. - Mike
  • These findings surprise me.

    I figure that everyone with a blog has a point of view to convey. Don't you?

    Michael, which do you find more credible?
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