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Apr 11, 2022
In Welcome to the Cars Forum
How do you reconcile all of this and balance the realities of the buyer's journey with different types of content? As a content strategist, I always look at the big picture. For B2B marketers, it's important to balance trust with innovation. New forms of content can resonate and open doors to reach different audiences. However, at the same time, you need to deliver the kind of value your buyers are looking for throughout the decision-making process. Experimenting with different formats can help you build deeper relationships with customers, educate them in buy email list new ways, and build a stronger library of long-form assets. Don't abandon your white papers. But don't assume that's your only option when creating longer content. Take the time to explore the place of white paper content marketing in your mix buy email list and ask questions about where you can push the boundaries.For content strategists and marketers, the bottom line is this: there are more options in your arsenal than white papers for telling longer stories. From a journalistic deep dive into a topic to a long-form video, the possibilities are endless. Start with your goals and the needs of your audience, then turn them into story concepts. Evaluate your different ideas for cost, potential return, and other value metrics, such as how content can be reused. You'll identify compelling opportunities to go buy email list beyond the white paper, and you'll know that the white papers you decide are worth investing in play a strategic role in your broader marketing program. For more stories like this, subscribe to the Content Standard newsletter . Digiday recently highlighted how brands are using Instagram's long-form video features. Warby Parker, one of the biggest names in eyewear, has posted an interview with a designer as part of their "WearingWarby" campaign. Although the interview was only a few minutes long, it explores the possibilities of exploiting the 60-minute option on the platform.
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