WhitePaper
Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology. They're advanced problem-solving guides. Typically, whitepapers require at least an email address for download, making them great for capturing leads.
As part of content marketing campaigns, businesses often include white paper marketing to provide a more in-depth look at a certain part of their business. White papers are long-form content that includes original or compiled research to offer trend insights and/or best practices. White paper marketing has become a positive component of plans aimed at establishing a business as a niche authority within a selected industry, and it is also cited as effective for SEO and Lead generation.
White papers as a conversion tool
Many businesses that use white paper marketing require anyone hoping to access the content to fill out forms indicating his or her industry, occupation, income level, and other biographical information to build a lead pipeline and gather targeting data for future content marketing. Moreover, white papers and other lengthy reports used for marketing are sometimes published behind a paywall for direct revenue generation.