Content Marketing Strategy: Case Study vs. White Paper

[Anonymous]

We're about to change up our PPC remarketing ads and offer up gated content as the bait. The question is, which pieces of content? Is it better to offer up white papers that are a little old or case studies that are brand new? I am leaning toward the white papers because the audience hasn't even made it into our Marketo database yet, so they're pretty top-of-funnel, but our case studies are pretty compelling, and they are definitely fresher. I'd love to hear what the Marketo community has to say about this!

[Anonymous]

My recommendation is to use both as a test.  Treat it as an A/B test scenario. 

Take your best whitepapers and case studies and use those.

Monitor your results for a week or two (or longer if you'd like) and then decide on which one performs better and use that one.