White Papers: Who, What, When, Where, Why, How?
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White papers are persuasive marketing documents that provide in-depth information about a company's products or services. There are three main types of white papers: backgrounders, which provide features and benefits of a product or service; numbered lists, which present tips or key points about an issue; and problem/solution papers, which outline an industry problem and propose a solution. White papers are intended to educate readers and generate leads for a company. They should be promoted through various online channels like social media, websites, and email to maximize their visibility and impact.
White Papers: Who, What, When, Where, Why, How?
- 1. White Papers Who, What, When, Where, Why, How?
- 3. What are White Papers? “A white paper is a persuasive essay sponsored as a piece of marketing content by an organization.” –Gordon Graham, White Papers for Dummies
- 4. First Use of the term? According to Merriam-Webster's it was first used by the British in 1899
- 5. The first type: Backgrounder Target Audience: B2B Defined: “An in-depth look at the features and benefits of a certain product or service.” Contains: Hard data that supports what a business sells, produces, or provides. Use: To support a position, evaluation or products. Length: 8+ pages White Papers for Dummies, Cheat Sheet Include: Introduction, Features and Benefits, Conclusion, and a Call-to-Action
- 6. Second Type: Numbered List Target Audience: No limits Defined: “A numbered set of tips, questions, answers, or points about some issue.” Contains: An easy overview of facts and/or issues. Use: To attract viewers through flashy perspectives. Can be nurturing or elicit “fear, uncertainty, and doubt”. Length: Minimum of 5 pages White Paper for Dummies, Cheat Sheet Include: Introduction, no less than 3 and no more than 9 Numbered Points, a Conclusion, Call-to-Action, and a brand About section.
- 7. Third Type: Problem/Solution Target Audience: B2B buyers, Bloggers, Journalists, Analysts, etc. Defined: “A persuasive essay that uses facts and logic to present a new solution to a problem.” Contains: A problem and solution format that teaches people about “industry-wide” issues. Use: To increase visibility in the market place, grow your brand, educate your audience, and discover leads. Length: 8-12 pages White Papers for Dummies, Cheat Sheet Include: Summary of large scale problem, Current Solutions: Pros and Cons, Plausible Solutions, examples such as Case Studies, a Guide, Conclusion, Call-to-Action, and a brand About section.
- 8. Need a Template? Check out what Hubspot, Constant Contact, and other marketing suites have. *Free and paid versions are available.
- 9. Tip #1 Head to twitter and perform a search to see all the great resources available in 140 characters or less!
- 10. Tip #2 Check out YouTube for “How-To” videos
- 11. Tip #3 Ask your social network if they have what you need. Harness the Power of your social networks!
- 12. More tips, examples, and templates can be found on… Salesforce Marketo Hoot Suite Slide Share Edudemic Thomson Reuters Daily Infographic Social Media Today Social Media Examiner
- 13. Remember: Be visual, ENGAGE your audience! Stay away from “text-only” Or create a Video White Paper, like this Backgrounder from IBM Include eye-catching visuals, like infographics
- 14. Email Marketing… Email Marketing companies are great to help you reach your subscribers and find out who is sharing your news and information!
- 15. Publish it! • Add the link of your white paper in your email signature • Post the link on your social media profiles • Make sure the White Paper is embedded into your website and blog Post it, Share it, Link it
- 16. It’s All About Sharing! Advice: Think of it like it’s a new service or product that is just coming into the market. • An engaging, easy to read Landing Page • Embed the link to the White Paper on your website • Let your subscriber’s know it’s coming – send out a brief announcement, create a short YouTube video • Send it out to your professional contacts (outside of your company) and leads – maybe on LinkedIn • Make sure all the employees have a copy and encourage them to share it socially and with their professional contacts • Tweet about it, Facebook it, Blog it, Pin it • Upload it to Slide Share • Draft and send out a Press Release – check out PRWeb and all that Vocus has to offer • Send it out to your local/national news outlets • Make it available on white paper sites for free download Gordon Graham, 2013 What You NEED To….Promote, Promote, Promote!
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