Educational Programs: Whitepapers Versus Webinars

By Stephanie Morino

Educational programs are great to promote your brand as a thought-leader in the industry while also generating qualified leads. But choosing which program to move forward with can be a tough decision: whitepaper or webinar?

While both products offer valuable education to readers/viewers, there are distinct differences in what tends to work for both.


  • Are best for providing in-depth knowledge on a specific industry topic.
  • Cover the “how it works” perspective, oftentimes incorporating case studies and market analyses.
  • Are quick and convenient.
  • Enable users to deep-dive into a topic at their convenience.


  • Attract those further along in the buying cycle. In what we’re calling this current “snackable” era, an attendee giving up 45-60 minutes of their day is a reflection of their level of interest in a certain product/solution.
  • Bring in more highly qualified leads who are usually on the verge of purchasing.
  • Facilitate direct communication between the advertiser and its real-time audience, allowing for more engagement and live feedback.

But why choose? Take your program even deeper by doing both a webinar and a whitepaper by either repurposing content or focus on the same topic with a different approach based upon the buying cycle.

Everyone learns differently: some are visual learners while others prefer to read a book on the subject. Adapting to both will ensure you reach the maximum amount of people who are interested in learning about the subject. Plus, some aspects of a topic lend themselves to a webinar, while a whitepaper can fill in the gaps, or vice versa.

Thankfully, we have a terrific team to help you navigate these programs and ensure your product or topic is getting maximum exposure and you’re receiving the most qualified leads.

Have questions? Email us!

Next up… How to Understand Your Reports: Display Ads

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