![]() ![]() On the other hand, a rticles can be generated more quickly and can include opinion and entertainment - so extensive research isn’t required. Whitepapers can be great for B2B lead generation. Whitepapers generate credibility and trust for their publishers, and they can generate direct traffic to a company's website by making readers curious about a business and what it has to offer. Other forms of B2B marketing content used to make purchasing decisions include:ī2B buyers are 79% more likely to share whitepapers with colleagues than articles. So even though they take more work, they're often worth it. It gives an in-depth view, and can often include more research.Īccording to DemandGen Report, in the past 12 months B2B buyers used whitepapers to make 82% of their purchasing decisions. A whitepaper is longer and covers a topic in more detail. An article is supposed to provide an overview of a topic and is usually a page or two. The difference between an article and a whitepaper mainly boils down to length and level of detail. In the world of marketing, whitepapers are usually professionally designed and can be downloaded as PDFs. The main purpose of a whitepaper is to educate readers on the finer details of the topic. It is an authoritative and impartial report on a specific topic, and informs readers about a complex issue. Articles can be pitched as guest posts on other blogs, posted to sites like LinkedIn, offered as content to major publications like Inc Magazine, and posted to the company's own website.Ī whitepaper is usually 6 or more pages. They can be educational or entertaining or both. It can take the form of a press release, an editorial (an article that educates about something), an opinion piece (an article that takes a position and tries to convince the reader), or other variations.Īrticles can be formal or informal in tone. In the world of marketing, an article is usually a 1 - 2 page piece of content. We'll cover what the differences between the two are, and when you should use each. We’ve all heard it before in the world of marketing, content is king! But is all content created equal? Are there some forms of content that are better than others and should they be used differently in different situations? In this post we'll discuss two of the most common forms of contact - the whitepaper and the article. ![]()
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