Not every piece of content we produce resides at the top of the sales funnel spinning up awareness. If that were the case, our jobs as marketers would be much easier.
When digital marketers roll up their sleeves and generate leads, many have found that white papers provide a utility for which potential customers are willing to give up a name and email address. White papers are more substantial pieces of content that allow customers to solve an information problem that represents the solutions your company can offer.
Do marketers still use white papers?