It’s considerably shorter than a white paper, typically measuring around 800 words.Ĭase studies are best suited for audiences at the top or middle of the funnel. Typically, a white paper has a lifespan of a 1-2 years before it needs to be updated, but this can vary by industry.Ī case study teaches by example, featuring extended testimonials on how a product or service helped a customer in the real world. You should take care to keep white papers up-to-date to maintain technical accuracy and credibility. Learn more about best practices for gating content. Forms perform best when they include 3-5 fields, and stick to work email, name and company name. When building out the form, consider how valuable the content is to the potential reader, and select fields that reflect that. One white paper could create awareness of a persona’s problem, thus targeting someone at the top of the funnel, while a second could focus on advanced product uses, targeting someone at the bottom of the funnel or even an existing customer.Īs valuable, in-depth technical content, white papers should also be gated by forms. White papers can be an effective way to target people at all stages of the funnel. It’s a lengthy piece of content at approximately 2,000 words or 6 pages. While we recommend creating both white papers and case studies as part of a robust content plan, the two content types serve different purposes, funnel stages and audiences.Ī white paper helps a reader understand an issue, solve a problem, or make a decision by offering technical information, images and diagrams. But how do you decide on a white paper versus a case study, and what’s the difference?Īccording to our, white papers and case studies are rated as highly valuable when it comes to researching engineering trends, technologies and products/services.Ģ022 State of Marketing to Engineers Research Report with GlobalSpec Case studies and white papers are two of the most powerful and sought-after types of content by engineers, and both can help you generate technical leads for your business.
Creating high quality, helpful content at a regular cadence is key to generating inbound leads for your technical business.
0 kommentar(er)
