{"id":13689,"date":"2022-03-28T12:55:15","date_gmt":"2022-03-28T16:55:15","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=13689"},"modified":"2022-07-12T17:09:30","modified_gmt":"2022-07-12T21:09:30","slug":"this-just-in-6-out-of-10-b2b-marketers-use-white-papers","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/this-just-in-6-out-of-10-b2b-marketers-use-white-papers\/","title":{"rendered":"This Just In: 6 out of 10 B2B marketers use white papers"},"content":{"rendered":"<p><strong>No one has surveyed B2B marketers on their content efforts for as long as the Content Marketing Institute.<\/strong><\/p>\n<p>In case you missed <a href=\"https:\/\/contentmarketinginstitute.com\/2021\/10\/b2b-power-content-marketing-research\/\" target=\"_blank\" rel=\"noopener\">the 12th annual B2B report for 2022<\/a>, here are some highlights:<\/p>\n<ul>\n<li>56% of all B2B marketers surveyed use e-books\/white papers<\/li>\n<li>Even more (67%) of the most successful firms use those formats<\/li>\n<li>62% of the most successful firms use long articles (3,000+ words)<\/li>\n<\/ul>\n<p>And the clear winner for the most successful format was virtual events\/webinars. That\u2019s not a big surprise during the pandemic.<\/p>\n<p>But research reports (48%) and e-books\/white papers (47%) were pretty much tied with short blog posts (48%) for the second-most effective format.<\/p>\n<h3>The past 10 years of B2B white papers<\/h3>\n<p>As for white papers, here\u2019s a chart I made from the CMI research.<\/p>\n<p><strong>Over the past 10 years, on average 62% of B2B marketers surveyed have used a white paper in the past year.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12526\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/03\/6-out-of-10-marketers-300x169.png\" sizes=\"(max-width: 600px) 100vw, 600px\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/03\/6-out-of-10-marketers-300x169.png 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/03\/6-out-of-10-marketers-1024x577.png 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/03\/6-out-of-10-marketers-768x433.png 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/03\/6-out-of-10-marketers-1536x865.png 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/03\/6-out-of-10-marketers-2048x1154.png 2048w\" alt=\"chafrtshowing 6 out of 10 marketers use white papers\" width=\"600\" height=\"338\" \/><\/p>\n<p>But look what happened in 2019 through 2021: a huge drop of more than 25 points!<\/p>\n<p>That number bounced back nine points in 2022, but still. Does this mean white papers are a dinosaur on the way out?<\/p>\n<p>Well, think about what else was happening in those years\u2026 a little thing called Covid-19.<\/p>\n<p>At first, marketers were stunned. Everyone had to work remotely. Some people got terribly sick.<\/p>\n<p>And then marketers were pressed with demands to pump out extra content to replace all those canceled trade shows and sales calls.<\/p>\n<p>Not every team managed to publish long-form, authoritative content like white papers during that period.<\/p>\n<p>I can understand why.\u00a0It was far easier to focus on medium- and short-form content like blogs and social media.<\/p>\n<p>But when they\u2019re done properly, white papers <em>work<\/em>.<\/p>\n<p>And I expect to see that usage number continue to hover around 60% for the foreseeable future.<\/p>\n<p>That means millions of companies are still producing white papers.<\/p>\n<h3>But what is a \u2026?<\/h3>\n<p>If I have one quibble with the CMI surveys, it\u2019s the lack of clarity around the different categories of content.<\/p>\n<p>What\u2019s the difference between a research report, a long article, an e-book, and a white paper anyway?<\/p>\n<p>If you merged all those together, you\u2019d see long-form content as the #1 format by a long stretch.<\/p>\n<p>But still, hats off to the CMI for their ongoing efforts to survey the field and their hefty annual reports.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><em>To keep up with the latest research on white papers, <a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\" target=\"_blank\" rel=\"noopener\">subscribe to my free newsletter<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No one has surveyed B2B marketers on their content efforts for as long as the Content Marketing Institute. In case you missed the 12th annual B2B report for 2022, here are some highlights: 56% of all B2B marketers surveyed use e-books\/white papers Even more (67%) of the most successful firms use those formats 62% of&hellip;<\/p>\n","protected":false},"author":2,"featured_media":12526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[163],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>This Just In: 6 out of 10 B2B marketers use white papers - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"Over the past 10 years, on average 6 out of 10 B2B marketers used white papers, says the Content Marketing Institute.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/this-just-in-6-out-of-10-b2b-marketers-use-white-papers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This Just In: 6 out of 10 B2B marketers use white papers - 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