If white papers really are “dead”, why do the right ones still change businesses, conversations and careers?

In this episode, I sit down with Antonia Taylor, founder of Antonia Taylor PR & Communications, to challenge one of marketing’s most persistent myths. Together, we explore why white papers haven’t lost their power and how they’ve simply drifted away from their original purpose.

Drawing on Antonia’s newly launched and widely praised white paper Being Seen, we unpack how thought leadership has quietly had a renaissance, why so much B2B content has become overly sales-led, and what happens when brands are brave enough to stand for something meaningful.

What We Explore

Why White Papers Fell Out of Favour: We reflect on how white papers shifted from thought leadership to lead-capture tools and why that stripped them of impact.

Starting With Purpose, Not Promotion: Antonia shares why Being Seen wasn’t created as a sales asset, but as a purpose-driven piece of work and why that’s exactly what gave it traction.

How to Choose the Right Topic: We explore why the strongest white papers come from where you want your authority to be in the future - not where your business sits today.

Launching a White Paper Properly: From events and PR to social, podcasts and partnerships, we unpack why a white paper deserves a full campaign - not a quiet PDF drop.

As we wrap up, one thing becomes clear: white papers still matter - not because they generate leads, but because they create clarity, authority and belief. When done well, they help smaller brands level the playing field, give leaders a platform to stand on, and open up conversations that genuinely move industries forward.

Marketing Vs The World is produced by Urban Podcasts.