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People Want PDFs; Why The NY Times Didn’t Fail; and a Backstage Pass [The Weekly Wrap]

Publish white papers and make sure they’re PDFs

Savvy Investor, a knowledge network for institutional investors 


The Content Marketing Survey & Forecast 2020, the result of questionnaire responses from 232 institutional investors by Savvy Investors, revealed a somewhat surprising truth about its audience: White papers and in-depth reports are the most valuable content type and are most likely to influence decision making. The preferred format for those white papers? PDFs. Ninety percent of the 232 institutional investors surveyed preferred PDFs over web pages website development company in lal darwaja.


Key highlights and the full report (gated) are available on the Savvy Investor site.


Though some may think of white papers as old school, they still make sense for the right niche. White papers can be great for tackling topics that don’t neatly fit in a 1,200-word blog post website development company in lal darwaja.

While the audience prefers PDFs, Google does not. When you craft a white paper, make a PDF download available up front but also publish it on your website.


Savvy Investor shared the survey results with Content Marketing Institute.

A lesson in the business value of audiences in The New York Times

WHO: Mine Safety Disaster, an investing and business analysis blog


The Not Failing New York Times is an exploration of how The New York Times survived a struggling traditional mainstream business by flipping its business model from an ad-first to subscription-first approach.


Read the over 150-slide report or access the Dropbox link to download at Mine Safety Disclosures.


Liz Mace, who shared this entry, says the quote from the former Times CEO should be a lesson for all marketers. “Marketers need to invest in content and those who create it … and that means paying them what they’re worth,” she writes.

The blog’s author points to the 2014 The New York Times Innovation Report to identify the challenges the Times faced six years ago. Among them:

  • It wasn’t investing in audience development.
  • It lacked structured data.
  • The newsroom was siloed from the rest of the business.
  • Social media was an afterthought.
  • The publishing schedule was out of sync with digital behaviors.

Today, the company has created new revenue streams (podcasts, apps, purchases through its product recommendation site, a deal with Facebook, which pays for New York Times content, and more) website development company in lal darwaja.

It’s a helpful business case for all content marketers to use in advocating for similar changes and support in their organizations website development company in lal darwaja.

Liz Mace saw a mention of it in Josh Spector’s For the Interested weekly newsletter. She clicked through to read the full report because she’s a fan of The New York Times – and because she suspected that the answer to why The New York Times wasn’t failing was content. (Spoiler alert: She was right.)

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