When opportunities start drying up, businesses focus their marketing efforts on creating valuable content. This was recently affirmed in a new study by Junta42. And, it turns out white papers are still an important marketing tool.
The study conducted last month found the following, “Even in tough economic times, money is still flowing into content marketing initiatives… More than half (56%) of marketing- and publishing-decision makers plan to increase their content marketing spending for 2009 (31% increase significantly, 25% increase slightly). Only 13% plan on decreasing their content marketing spending (9% decrease slightly, 4% decrease significantly)”
Here’s the breakdown of the top content types marketers will invest in this year:
- Social media (other than blogs) (68%)
- Enewsletters/email (60%)
- Blogs (56%)
- Case studies (55%),
- Online video (51%)
- White papers (46%)
- Microsites (43%)
I asked study author Joe Pulizzi what he thought about why white papers were going to be used by so many marketers in 2009.
“When buyers see or hear ‘white paper’ they get the impression that it will contain valuable, relevant and compelling information and not ’sales speak.’
That’s what all decision makers want today - information that will help them do their jobs better in some way. White papers continue to be an excellent way businesses can reach their customers and prospects with a targeted, relevant message.
Even though more and more communications tactics are available to buyers - they still love white papers. Marketers are keenly aware of this, which is why they continue to focus their time with these bite-sized content packages. Smart organizations are packaging and integrating white papers into their sales cycle, which make them even more powerful than just one-off conversion pieces.”
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