Contents
- What is a white paper?
- Types of white papers
- When is a white paper needed?
- Channels and methods for promoting white papers
- Rules for writing a white paper
What is a white paper?
A white paper is an electronic document that does not contain advertising materials but provides valuable information for a target audience. It is a kind of marketing tool based on objective data, research, and case studies that help clarify various aspects of products or related topics. For example, a company that produces orthopedic mattresses may prepare a white paper about both the mattresses themselves and methods for combating spinal diseases.
The main goals of a white paper are to establish customer trust and demonstrate the company's professionalism. Such a document discusses the advantages and disadvantages of a product in detail and impartially, using figures and verified data. Additionally, a white paper offers useful tips and recommendations, further increasing its value.
Typically, white papers range from 10 to 50 pages and are published in PDF format. This is because such a format appears more official, has a clear structure, and resembles a document, which inspires greater trust among readers. Initially, these materials were used in the B2B segment, but over time they found application in B2C as well, especially in fields where expertise is important, such as medicine, law, and construction.
Types of white papers
There are three main types of white papers:
- Problem and solution: This type of white paper analyzes the problems of potential customers and offers solutions. It is often used in the early stages of the sales cycle to build a positive brand reputation.
- Backgrounder: This is a reference material that describes the advantages and disadvantages of a product, usage examples, and guides. It does not directly advertise the product but subtly introduces it.
- Research: This type can relate to both the product and the pain points of the target audience, providing a deep analysis of the problem without specific solutions. It is often used to demonstrate the company's expertise.
Some white papers may combine various formats. For example, an IT company may offer a solution to a mobile communication issue and simultaneously discuss its product.
When is a white paper needed?
White papers can be most beneficial in the following situations:
- When selling a new product: A white paper helps explain to the target audience what the product is and how it can be beneficial.
- When selling expensive items: When it involves significant investments, buyers want to thoroughly research the product, and a white paper can help provide the necessary information.
- When selling complex items: For potential clients, it is important to know the technical specifications and other details that can be outlined in a white paper.
Channels and methods for promoting white papers
There are several ways to distribute white papers:
- On the main website: You can place the document on the corporate page, which is ideal for presentation materials.
- On a landing page: Use the white paper as a lead magnet by placing a contact information collection form next to the download link.
- On social media: Post announcements and links to the white paper in your groups or use targeted advertising.
Rules for writing a white paper
To ensure a white paper is effective, it is necessary to:
- Focus on the target audience by selecting the appropriate style and facts.
- Tell a story using elements of storytelling.
- Combine theory with practical examples.
- Thoroughly explore the topic to ensure the uniqueness of the content.
- Cite sources to enhance credibility.
- Carefully consider the design to improve information perception.
- Avoid promotional language to prevent the impression of advertising.
By following these rules, companies can create white papers that not only attract customers but also strengthen their trust.