November 18, 2020
Did you know that the term ‘white paper’ was originally meant for a British government-issued document? Its variant called blue paper or command paper was a more extensive version, and both took their names from the color of their covers.
In the 1990s, it became a tool for B2B content marketing. Especially in the technology industry, they have become increasingly popular for an obvious reason: technology is ever-changing. White papers help distribute a great deal of information and create a very quick and precise way to convey it. It is also a clear indication of intent in the target audience.
White papers are exhaustively researched, sales and marketing documents used to persuade potential customers to learn more about a particular product, service, technology, or methodology.
Why White Paper?
Everyone expects a return on investment and a well-written white paper is a piece of both art and research that requires a fair investment of time and energy. They can have many long-lasting effects for the business:
- Educates your target audience: A white paper educates the target audience on a specific topic, such as a problem they may not have even been aware of. This helps to subtly build your sales argument, by linking your product or services to the solution.
- Generates leads: White paper is a sales document that isn’t overly focused on sales and that is why it is probably the most beneficial type of content asset businesses use. They contain both educational and marketing content precisely written in a formal manner which brings in a lot of potential leads. White papers are generally served as a gated document requiring an email ID to access it. These email IDs can be used to build email lists and obtain leads!
- Establishes thought leadership: A white paper doesn’t have to always be used for generating leads. This type of content that displays expertise in a certain niche or technology can establish yourself as an authority and thought leader within your industry. And as we all know, people like working with experts. The more you position yourself as a trusted advisor and expert, the sooner your prospects will build a rapport with your brand.
- Builds legitimacy: The Internet is stuffed with fake and duplicate content. A white paper gives your brand the opportunity to present the original research with visual elements and supportive discussions backed by original data. This builds legitimacy and trust.
- Building awareness: White paper includes ideas and thoughts based on original research which helps you generate backlinks from other sources who want to use your findings to support their own discussions. It is self-explanatory; more the positive content around your brand, the more is brand awareness.
- Acts as a principle document: This document can act as a dossier of the company’s principles, values, and objectives. From this, you can create small content pieces like blogs, articles, posts, etc.
Business is booming with white papers – a quick fix to the paper-load problem, it is the brochure re-invented and restructured for the digital age. They are worth the hard work for you and your brand.
Contact us if you need help developing whitepapers and our content experts will be glad to assist.