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19 2 0 1 6 C O N T E N T M A R K E T I N G P L A Y B O O K
WHITE PAPERS
 
THE PLAY:
Rich, substantive content that educates, rather than sells – this is the cornerstone of a successful content
marketing program, and white papers offer it in spades. Though they may not be as exciting as a video or as
socially sharable as a photograph, what white papers may lack in viral virility, they more than make up for
in their ability to drive the kind of lasting – and lucrative – value that can have a measurable impact on your
brand’s bottom line.
0 20 40 60 80 100
B2B
North America
B2C
North America
Nonprofit
North America
Australia
UK
Percentage who use Percentage of users who find this effective
71%
32%
42%
52%
27%
63%
41%
57%
53%
52%
Source: Content Marketing Institute 2016 Benchmarks, Budgets, and Trends Research
Content Marketing Play: White Papers

Publié dans : Marketing
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