The purpose of a white paper
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The old school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution. Even in the business world, there are a variety of definitions -- some more product-centric than others. We're pper to arm you with the best definition of a whitepaper in the context of business and marketing.
What Is a Whitepaper? Marketers create whitepapers to educate their audience about a particular issue or explain and promote a particular methodology.
They're advanced problem-solving guides. Continue reading, whitepapers require at least an email address for download usually they require information more than thatmaking them great for capturing leads. The goal of a whitepaper is to inform and persuade based on facts wnite evidence, not tell the world why your product is the best and they need to buy it now.
What Are the Industry Standards?
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Technically, there are no minimum requirements for whitepapers. Anyone can call anything a whitepaper -- this doesn't mean you should, though.
Typically, you will not know your audience personally, unlike when you write a recommendation report for your client. In any case, here are some scenarios when an e-book might work better than a white paper: They can also serve as educational techniques. Remember that white papers should be objective, provide adequate and appropriate detail, and be written in a clear, concise, and logical way. PDF in portrait orientation 8. How to Write a White Paper Writing a white paper is not an easy task and it can definitely be a challenge. That type of e-book and a white paper the purpose of a white paper be hard to tell apart. Make the headings clear and specific so that busy readers can scan the white paper effectively.
Without some boundaries on what is and what isn't a whitepaper, we risk confusing our audience and losing credibility. No fewer than six pages, including illustrations, charts, and references. Can be upwards of fifty if the topic requires that much detail. Chances are, it won't. There is usually a title page, table of contents, short purpse summary optional link helpfulintroduction, several pages educating the reader about the problem, several pages hypothesizing a solution, several pages offering an example of a company that used that solution to achieve the purpose of a white paper, and a conclusion.
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Denser than an ebook. PDF in portrait orientation 8.
Professional, serious, well written, and well edited. I'd recommend hiring a graphic designer to design page layout, images, fonts, and colors as well. How Are They Different From Blog Posts and Ebooks? Whitepapers are the academic papers of marketing content.
Publishing a white paper tests public opinion on controversial policy issues and helps the government gauge its probable impact. Otherwise, your white paper may not be read. Denser than an ebook. Thus, it is vital to emphasize on the reader's interests and desires above your link. Elaborating such a paper is not supposed to be overwhelming nor cause burnout effects, and given that you keep your focus, then you'll have the best out of it. Even in the business world, there are a variety of definitions -- some more product-centric than others. Find some using a search engine such as Google.
Readers expect a high degree of expertise backed by solid research that is fully documented the purpose of a white paper references. Whereas writing blog posts and ebooks can take anywhere between a few hours and a few weeks, a good whitepaper can take between a few weeks and a few months to write and polish.
They're much more serious in tone, less flashy, and more heavily research-based than blog posts and ebooks. Download 13 customizable ebook templates for free here.
You can imagine this makes them kind of boring in comparison -- truthfully, most people don't actually want to read whitepapers, but they do it anyway because they tend to be the purpose of a white paper detailed and informative, authoritative, and written by industry experts. Or their boss told them to. So, if whitepapers are so boring, why do marketers create them? Well, they're a great resource for your prospects and sales team, and they help you build credibility and trust with your readers.
Also, people who choose to download whitepapers often are further into the customer buying cycle.
Imagine you work for a company that sells kitchen cleaning click to restaurants and you write a whitepaper about the maintenance and inspection of commercial kitchens. That whitepaper is probably chock full of information about legal requirements for exhaust systems, cooking equipment, and cleanliness documentation that could put even the biggest kitchen maintenance enthusiast to sleep if read cover-to-cover. But it also serves as an incredibly useful reference for restaurant owners who want to know how to maintain their kitchens to pass inspection.
Once they know how clean they need to keep their kitchens, then they'll probably buy some expensive cleaning equipment from you because they see you as a helpful, detail-oriented, credible source. But sometimes ebooks are a better way to share in-depth content online: Originally published June 27updated September 11 Enjoy this article? Don't forget to share.
Graphics charts, graphs, diagrams, and tables increase readability, if used properly. Polish your document before publishing it Once you have written your white paper, review it for accuracy. In fact, some say e-books are just prettied-up white papers turned on their sides. However, just as with any other genre, there is an advantageous way to write a press release. These white papers are long-form content designed to promote the products or services from a specific company. Learn More from Reading White Papers White whitd abound on the Internet. These are meant to convince the prospects about the features and functionality of the application. Welcome to the Purdue OWL This page is brought to you by the OWL at Purdue https: