White papers are used most frequently for lead generation and nurturing in industrial marketing. Many of these white papers are very technical and require engineers and other domain experts to spend quite a bit of their time in producing these content marketing assets. A freelance copywriter cannot create them with an hour or two of work.
It is natural for industrial companies to want to maximize their ROI after investing all that time and resources. However, should all industrial white papers be gated – require registration? There are two schools of thought on this.
On one hand, you have those who insist on registration because they believe it is an equitable value exchange. Free knowledge and valuable educational content in exchange for contact information.
Then there are those who advocate setting all your content free. This isn’t a pie-in-the-sky concept. There are well-known content marketers in this camp.