No one is reading B2B whitepapers anymore.
In 2016, I started a business that promoted whitepapers for companies like Oracle, DocuSign, Citrix, Datadog and others. It worked - people downloaded them, read them and would even take demos.
Now, it's a waste.
Instead, companies should do this:
Take your existing whitepapers, and turn them into a ~60 second video that hooks someone in right after they download the whitepaper report that they will "get to at some point". It should have key stats and make them want to actually read more about whatever you've researched (i.e. cyber security threats in 2024 and how to stop them, what media companies are doing to monetize in a post cookie world, etc.)
You did the hard part and sunk hours into research, now you need your prospects to actually read your findings.
This is what companies like AWS, ISO, StreamSets and others do with
spacebarvisuals.com