Often life presents you choices of either or. Bob Bly presents such a choice in a recent post titled Blogs vs. White Papers. Bob gives a scenario of a Marketing Manager faced with a decision to either blog or publish a series of white papers.
For me, the decision is simple. I’d start writing the white papers.
There remains a lot of promise in blogging. And a lot of hype. Blogs are little read compared to white papers and less understood. Sure, there are many business that can benefit from blogging, mine is one. But the whitepaper still rules the marketing world.
It’s hard to handout a blog at a tradeshow or leave one behind at a sales meeting or seminar. And you can download a whitepaper as easy as you access a blog – it’s just as convenient.
Pound for pound, the white paper beats a blog everyday in the marketplace of buyers and sellers. Maybe the future will change my opinion, but for now, I prefer white papers.
Faced with Bob’s dilemma, which would you choose? Why?