What Exactly is a White Paper?

Anyone who browses search engines has probably come across a PDF file that contains more than five pages. These in-depth informational documents are called white papers, or otherwise spelled as whitepapers. But what is a white paper? Can you pinpoint the differences between a white paper and blog posts or ebooks? 

Read on as we delve into the definition of a white paper and why companies use them. We’ll also tell you when it’s time to use one, plus, show you some excellent white papers from different industries. 

What is a White Paper?

According to Izea, 70 percent of businesses, regardless of size, use whitepapers for content marketing. Likewise, 50 percent of businesses also say that white papers belong in the top three of the most effective content marketing techniques. 

So what is a whitepaper? 

In a nutshell, a white paper is similar to academic writing. However, companies use white papers mostly for digital marketing purposes. Whether it’s an in-depth explanation for an issue, a product, service, or methodology, white papers help lead clients through the sales funnel process. Additionally, nonprofit organizations also use a white paper to explain causes and specific solutions.

White papers date back to 1922. A British diplomat authored a white paper titled, “Review of the Civil Administration of Mesopotamia.” It was a 149-page document which was then presented to the British Parliament. So typically, white papers have a more serious tone compared to blog posts and ebooks. 

Further, white papers are also more detailed, making these documents suitable for explaining complex ideas, issues, features, or methods. Some characteristics of an excellent white paper are:

• Informative
• In-depth analysis
• Authoritative 
• Contains a lot of statistical data
• Well-written by industry experts

Blog posts and ebooks could take hours or days to accomplish. On the other hand, white papers typically take longer due to its comprehensive nature. To date, most white papers are used for digital marketing purposes. Additionally, technology companies also publish whitepapers to explain technical products, services, or solutions. The only thing that a white paper isn’t is selling the products and services directly to the readers. For instance, including call-to-action words and phrases would be inappropriate for white papers. 

Why Do Companies Use White Papers? 

Companies that aim to educate their target market on an abstruse project could find white papers extremely useful. And indeed, 71 percent of B2B clients confirm that white papers have influenced their buying decision according to Demand Gen Report. 

That’s not to say white papers are only for B2B companies. Although uncommon, some B2C companies also produce white papers. However, B2B white papers are more prevalent. That’s because decision-makers need to painstakingly endure a long process to make sure a product is fit for their organization. That’s why they would prefer to get all the information they need through a company’s white paper. 

Here are some of the reasons why companies use white papers in their marketing strategy:

Gather Leads

Companies aiming to expand their reach use white papers to their advantage. The marketing materials that failed in convincing potential customers during the first round might lack information customers or businesses are looking for. That’s why companies should be ready to have these documents just in case customers search for it.

Of course, respecting the readers’ time can span to higher leads and conversions. A well-researched and well-written white paper will do lead generation wonders. Here’s an example titled “Seizing the Digitalization Opportunity” on how businesses are employing cutting-edge financing approaches.

Influence an organization’s decision-makers

B2B companies don’t sell to one person. These companies have to persuade the board of directors, higher-ups, or CEOs that their product or service is the best. Truthfully, one can never explain a product or service’s technicality through a 1,000-word blog post. Every aspect of the company’s structure must be taken into account as well. White papers can deliver an exhaustive report on an organization’s issues as well as present conducive methods and solutions. 

In turn, having an all-encompassing document could be that first nudge in scheduling a demo with potential audiences. And what better way to up your game than to thoroughly explain a solution resolving a business’s pain points? Take this white paper from Google, “How Google Protects Your Data,” for example.

Establish thought leadership in your niche

Because white papers entail a detailed and well-researched process, these documents build credibility in a particular niche. Furthermore, white papers are mostly written by industry experts. Most of these documents will explain issues that are backed by statistical data. Overall, white papers have an air of authority because readers are ensured that experts are the authors behind these documents. 

Take a cue from LinkedIn’s “The Sophisticated Marketer’s Guide to Content Marketing” white paper. It banks on a lot of insights from the top thought leaders in this niche, including Joe Pulizzi of Content Marketing Institute and Rand Fishkin of Moz. 

Go neck and neck with competitors

Not surprisingly, more and more companies are using white papers due to their authority and efficiency. Consequently, this upswing encourages more competitors to try and outdo others’ white papers by making theirs more extensive, informative, credible, and visually appealing.

And speaking of visually appealing, here’s an example from Cisco, a technology company conglomerate. Their white paper titled, “Networking and Your Competitive Edge” balances text and graphics. Overall, the structure is not too overwhelming for busy decision-makers.

How To Know If Companies Need White Papers

For the most part, B2B companies deliberate on using white papers to explain their methodologies. Before dissecting what a white paper is, marketers need to weigh if this document can position their products or services in the best light.

Here are three questions that B2B and B2C marketers should ask when employing white papers in their content marketing strategy.

• Is your company selling a new product or service?
• Are your products and services difficult to explain to ordinary people?
• Do you have a complex issue that entails a complicated solution?
• Are there a few resources about your particular issue, technology, product, or service?
• Are you selling a product or service that is extremely expensive?

Knowing if your business needs to include whitepaper marketing in its content marketing approach is crucial. Now that you know what a white paper is, it’s time to raise the stakes to increase your bottom line.