{"id":5565,"date":"2013-08-20T09:20:50","date_gmt":"2013-08-20T13:20:50","guid":{"rendered":"http:\/\/exob2b.com\/?p=5565"},"modified":"2022-10-04T09:36:11","modified_gmt":"2022-10-04T13:36:11","slug":"le-white-paper-en-b2b-ce-vestige-du-passe-2","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/","title":{"rendered":"WHITE PAPERS: A RELIC OF THE PAST?"},"content":{"rendered":"<p>According to a recent study by MarketingProfs, the most efficient content would be customer testimonials, case studies and live events. The white paper is losing the race to contestants that are easier to read. Are white papers going extinct? Are they losing speed compared to other sources of media information?<\/p>\n<p>I found this article from MarketingProfs which discusses\u00a0<a href=\"https:\/\/www.marketingprofs.com\/charts\/2013\/11373\/top-b2b-content-marketing-trends-in-2013\">the content marketing trends in 2013<\/a>. In order of most efficient to least efficient:<\/p>\n<ul>\n<li>&#8211; Customer testimonials<\/li>\n<li>&#8211; Case studies<\/li>\n<li>&#8211; Live events<\/li>\n<li>&#8211; Online articles<\/li>\n<li>&#8211; Videos<\/li>\n<li>&#8211; White papers<\/li>\n<\/ul>\n<p>The article also states that white papers are declining in popularity to the detriment of content that\u2019s easier to read and understand, like videos (Youtube).<\/p>\n<p>Afterwards, I found another article that summarizes these results: \u201cThe end of whitepapers? 2013 B2B content marketing survey results.\u201d I shared this on Twitter (which was also retweeted several times; a special thanks to @<a title=\"jacqueswarren\" href=\"https:\/\/hootsuite.com\/dashboard\">jacqueswarren<\/a>\u00a0and @<a title=\"elliott_jonesUK\" href=\"https:\/\/hootsuite.com\/dashboard\">elliott_jonesUK<\/a>).<\/p>\n<p><strong>First of all, what is a white paper?<\/strong><\/p>\n<p>According to Wikipedia, \u201cA\u00a0<strong>white paper<\/strong>\u00a0is an authoritative report or guide helping readers to understand an issue, solve a problem, or make a decision.\u201d<\/p>\n<p>It\u2019s a document that ranges in length from a few pages to several pages (they often start at around 10 pages, although I\u2019ve already downloaded a 100-page long white paper). White papers usually present content in a highly visual way while streamlining the text, all of which gravitates around a specific theme.<\/p>\n<p><strong>A concrete example of a white paper in B2B marketing:<\/strong>\u00a0You\u2019re shopping for management software for your company\u2019s marketing activities. You find a site that suggests you download a white paper for free, in exchange for your personal information (name, number, email, company name, etc.). This allows you to get information on the topic as well as on the proposed solution. From the company\u2019s perspective, the information you supply will result in information being provided to you in the future (or\u00a0lead nurturing), and, who knows, might end with a sale of their product?<\/p>\n<p><strong>Are white papers really doomed?<\/strong><\/p>\n<p>In my opinion, white papers are still a very relevant source of content for internet users, lead generators and lead nurturing tools for B2B companies. They\u2019re rich in information and easily understood by internet users (do I need to remind you that internet users are lazy readers?).<\/p>\n<p>Nevertheless, since writing a white paper requires a good deal of time and money, I think the white paper\u2019s loss in popularity could very well continue. But don\u2019t discard it too quickly, because it always generates leads and is an excellent way to recycle content (for example, regrouping blog posts on a specific theme to use key parts of them and thus write a white paper).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to a recent study by MarketingProfs, the most efficient content would be customer testimonials, case studies and live events. The white paper is losing the race to contestants that are easier to read. Are white papers going extinct? Are they losing speed compared to other sources of media information?<\/p>\n","protected":false},"author":2,"featured_media":5127,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,1355],"tags":[103,50,239,256],"class_list":["post-5565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-2","category-marketing-contenu-en","tag-leads-en","tag-marketing-b2b-en","tag-tendances-marketing-en","tag-white-paper-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>WHITE PAPERS: A RELIC OF THE PAST? - Exo B2B<\/title>\n<meta name=\"description\" content=\"According to a recent study by MarketingProfs, the white paper is losing the race to contestants that are easier to read.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHITE PAPERS: A RELIC OF THE PAST?\" \/>\n<meta property=\"og:description\" content=\"According to a recent study by MarketingProfs, the white paper is losing the race to contestants that are easier to read.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2013-08-20T13:20:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-04T13:36:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/08\/exob2b-marketing-b2b-meeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Collaboration\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Collaboration\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/\"},\"author\":{\"name\":\"Collaboration\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\"},\"headline\":\"WHITE PAPERS: A RELIC OF THE PAST?\",\"datePublished\":\"2013-08-20T13:20:50+00:00\",\"dateModified\":\"2022-10-04T13:36:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/\"},\"wordCount\":465,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"leads\",\"marketing B2B\",\"tendances marketing\",\"white paper\"],\"articleSection\":[\"Content Marketing\",\"Marketing de contenu\"],\"inLanguage\":\"en-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/\",\"url\":\"https:\/\/exob2b.com\/en\/le-white-paper-en-b2b-ce-vestige-du-passe-2\/\",\"name\":\"WHITE PAPERS: A RELIC OF THE PAST? 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