Will Blogs replace White Papers? June 20, 2007Posted by Bernard Lunn in B2B Media.
Most Blogs are seeking attention, a modern form of PR and marketing communication. In this sense they are similar to White Papers and better in many ways:
- The length of a blog is a lot more flexible, anything from a quick comment on a news item to a lengthy analysis based on in-depth research.
- Blogs invite response, which is the whole point of marketing communication.
- Readers can be anonymous until they want to respond (as opposed to White Papers which usually require a registration, which brings on the obligatory follow-up emails and phone calls).
The latter point is important for B2B Media as publishers look for White Paper registration to act as a lead generation source. It is not yet clear how Blogs will replace this. I suspect it is part of the larger issue on how to monetize communities.