« Remembering Those Who Sacrifice for America
If it’s less than 4 pages, is it a white paper? »

White Papers Grow as Marketing Tool

By Michael Stelzner

Are white papers still a powerful marketing tool?

A sneak peek at the earnings call of TechTarget provides some interesting insight.

As many of you know, KnowledgeStorm was recently acquired by TechTarget.

In their Q1 earnings call, TechTarget executives revealed some insight into what is happening with KnowledgeStorm.

KnowledgeStorm is now fully integrated with TechTarget. Greg Strakosch, co-founder and CEO of TechTarget, said:

There is no longer a separate TechTarget or KnowledgeStorm white paper offering. They are now one. In effect, we scramble the eggs.

White paper marketing programs are growing, significantly. Don Hawk, co-founder and president of TechTarget said:

The number of orders for white paper-related programs increased by over 60% in Q1 ‘08 versus the first quarter of last year. We’ve brought in a significant number of new customers that haven’t previously done business with either TechTarget nor with KnowledgeStorm.

SocialTwist Tell-a-Friend Receive email updates when new articles are posted.

This entry was posted on Tuesday, May 27th, 2008 at 4:41 pm and is filed under Marketing, Writing White Papers. 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.

  • Great post. White papers are here to stay as an effective marketing tool.
  • Michael, you are completely right. Nothing and nobody can replace a white paper for ebooks. Both white paper and ebook are of great need; such useful markering tool as white paper has nothing to do with its replacement.
  • I think white paper has been a great marketing tools for the last few years and it will be hard to replace.
  • Personally I use eBooks to get consumer leads and White Papers to get business leads.
  • It's true, no matter how much the tech has change or advance, it can never replace the white papers... Nice article, Michael. You reminded me tht white papers still a powerful marketing tool.
  • Hi Amanda;

    I think ebooks are more consumer products and white papers are more business products.

    In many regards, they are VERY close cousins. However, I do not ever see ebooks replacing it's much older cousin, the white paper.

    Mike
  • Amanda
    Michael,

    What are your thoughts on e-books as a replacement for white papers?
blog comments powered by Disqus