White papers are viewed as one of the most effective content marketing tools by both B2B marketers and buyers, according to a report issued last year. The survey of members of the B2B Technology Marketing Community on LinkedIn found that white papers are seen as the sixth most effective tactic (out of 30 choices), far ahead of channels such as social media, blogging, and infographics. Yet, the same report found white papers have seen the biggest drop in perceived effectiveness since 2012—moving down from second place to sixth.