White Papers & E-books
Like good running shoes, white papers and e-books help your company hit its content marketing stride. And just like running shoes, they come in three different types:

The Stability Paper. Stability papers are backgrounders on the technology your company sells. They detail the features, benefits, and information on your products and services and are content marketing stalwarts.
The Cushioning Paper. Your customers are coming to blows with problems in their organizations. These papers take that burning problem and introduce an innovative solution – your product or service.
The Neutral Paper. Light of foot, these papers are easy to digest numbered lists: reasons why a cloud-based firewall is the next level of security, or ten things you can do with integrated CRM and Quickbooks.