Big content, such as that contained in white papers and ebooks, is an important part of any content marketing strategy. Not only does it demonstrate to your audience that you are enough of an expert in your field to be able to write an entire ebook or white paper about a subject, as opposed to writing only short and simple blog posts, but it also gives you a tool for attracting email subscribers. By offering a piece of big content as an incentive to join your email list, you ensure that you have access to an audience interested in your content…and your company.