The white paper — the piece we professionals push out into the industry and beyond to prove that we have the brains that back up our guts to ask for business.
The white paper falls into that category everyone has — you sort of like them, especially when they are done well and are useful, but you cannot stand a sloppy or unnecessary creation.
We share that same sentiment. We've written white papers for clients, read several for professional gain, and even created one or two of our own.
But when is enough, enough?
In the age of "content is king," activities like search engine optimization and "content marketing" (though good marketing is content-based in the first place) have sent the creation of thought-based papers on warp speed. Our inbox is battered with new announcements and releases of the hottest white papers off the presses.
"Click here to download our white paper."
Of course, there is always a curve — not all thought pieces are created equal.
And for those who think that reading is overrated, the proliferation of info graphics has been a little ridiculous.
Not going to lie, we were totally all about infographics. Indeed, we were sick of white papers.
Now the production of content that is needed for the sole purpose of creating a high ranking for search reasons is coming to the point that the market levels, and everyone who is actively competing against each other, lose their once strongly clung-to advantage.
All hail video?
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.