What are White Papers?“A white paper is a persuasive essaysponsored as a piece of marketingcontent by an organization.”–Gordon Graham, White Papers for Dummies
First Use of the term?According toMerriam-Websters itwas first used by theBritish in1899
The first type:BackgrounderTarget Audience: B2BDefined: “An in-depth look at thefeatures and benefits of a certainproduct or service.”Contains: Hard data that supportswhat a business sells, produces, orprovides.Use: To support a position, evaluationor products.Length: 8+ pagesWhite Papers for Dummies, Cheat SheetInclude: Introduction, Features and Benefits,Conclusion, and a Call-to-Action
Second Type:Numbered ListTarget Audience: No limitsDefined: “A numbered set of tips,questions, answers, or points aboutsome issue.”Contains: An easy overview of factsand/or issues.Use: To attract viewers through flashyperspectives. Can be nurturing orelicit “fear, uncertainty, and doubt”.Length: Minimum of 5 pagesWhite Paper for Dummies, Cheat SheetInclude: Introduction, no less than 3 and no more than 9 NumberedPoints, a Conclusion, Call-to-Action, and a brand About section.
Third Type:Problem/SolutionTarget Audience: B2B buyers,Bloggers, Journalists, Analysts, etc.Defined: “A persuasive essay thatuses facts and logic to present anew solution to a problem.”Contains: A problem and solutionformat that teaches people about“industry-wide” issues.Use: To increase visibility in themarket place, grow your brand,educate your audience, anddiscover leads.Length: 8-12 pagesWhite Papers for Dummies, Cheat SheetInclude: Summary of large scale problem, CurrentSolutions: Pros and Cons, Plausible Solutions, examples suchas Case Studies, a Guide, Conclusion, Call-to-Action, and abrand About section.
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Tip #1Head to twitter and perform a search to see all thegreat resources available in 140 characters or less!
Tip #3Ask your social network if they have what you need.Harness the Power of your social networks!
More tips, examples,and templates canbe found on…SalesforceMarketoHoot SuiteSlide ShareEdudemicThomson ReutersDaily InfographicSocial Media TodaySocial Media Examiner
Remember:Be visual, ENGAGE your audience!Stay away from “text-only”Or create a Video White Paper, likethis Backgrounder from IBMInclude eye-catching visuals, like infographics
Email Marketing…Email Marketing companiesare great to help you reachyour subscribers and find outwho is sharing your news andinformation!
Publish it! • Add the link of your whitepaper in your emailsignature• Post the link on your socialmedia profiles• Make sure the White Paperis embedded into yourwebsite and blogPost it, Share it, Link it
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 shortYouTube video• Send it out to your professional contacts (outside of your company) and leads – maybe onLinkedIn• Make sure all the employees have a copy and encourage them to share it socially and withtheir 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 downloadGordon Graham, 2013What You NEED To….Promote, Promote, Promote!