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White Papers
Who, What, When, Where, Why, How?
Social Media
-Phil Baumann
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
First Use of the term?
According to
Merriam-Webster's it
was first used by the
British in
1899
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
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.
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.
Need a Template?
Check out what Hubspot,
Constant Contact, and other
marketing suites have.
*Free and paid versions are available.
Tip #1
Head to twitter and perform a search to see all the
great resources available in 140 characters or less!
Tip #2
Check out YouTube for “How-To” videos
Tip #3
Ask your social network if they have what you need.
Harness the Power of your social networks!
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
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
Email Marketing…
Email Marketing companies
are great to help you reach
your subscribers and find out
who is sharing your news and
information!
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
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!
Thanks for viewing
White Papers: Who, What, When, Where, Why, How?

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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!
  • 17. Thanks for viewing White Papers: Who, What, When, Where, Why, How?