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How to get more downloads, extend your reach,
improve engagement, and win the business.
For purists, white papers are long documents (more than four pages) that describe a product, company, or process and is written in the third person. In today’s blogging, digital world, this strict definition doesn’t apply nearly as often as the seasoned marketer would like.
A white paper, according to more-recent definitions, is a six- to eight-page marketing document to help your prospects, leads, and customers understand an issue or solve a problem they have. White papers are classified as inbound content or content marketing and can be invaluable when working to build trust between your company and your constituents.
If your document doesn’t fit this description, consider other monikers to make it even more enticing: eBook, eZine, Guide, Coloring Book, Big Book of [Whatever], Collection, Illustrated Guide to [Whatever], and Special Report are just a few ideas. (We’ll use white paper as a collective term in the balance of this document.) No matter what you call your document, a great white paper always starts with a great design.