If you sell to the tech market, you have surely crossed paths with a white paper or fifty-thousand. A new study says that 60% of B2B technology buyers would rather have that content delivered as podcasts, not white papers.
What does it all mean? … part of the answer after the quote.
Nearly 60% of respondents said that information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts. Fifty-five percent of respondents would be more likely to consume white papers and analyst reports if they were delivered as podcasts.
Some of the inherent advantages of audio can also work against you. You can take audio anywhere, listen to it while doing anything. It doesn’t mean you are giving it your full attention, or that you will retain what you have heard.
Bottom line, a well-designed white paper will generate a measurable response in the form of a lead, better qualified lead or direct sale. (NOTE: White papers should be used as a direct response media!) A white paper done-as podcast should do the same thing. From that perspective, measuring which is more effective is simple.
In the end, this isn’t really a question of “either/or” … but of “and.”
When both are effective, use both.
Oh, and if your white papers are being delivering online only … you are losing a tremendous amount of power. There is real power in having a physical “product” sitting on someone’s desk … reminding them that they need to pay attention to it.