What is a Whitepaper?
Awhite paperis an in-depth document that analyzes a specific problem, sets the context and presents solutions.In B2B marketing, a white paper is one of the most powerful leadLead Magnetbecause it conveys expertise and authority.Whitepaper
versus e-bookA white
paper is more business-like, research-driven and more in-depth than an e-book.An e-book is more accessible, broader in scope and visually more attractive.A white paperB2Bbetter for B2B target groups and decision makers;an e-book for broad consumer markets.Whitepaper
and the buying journeyA
whitepaper focuses on decision makers in the middle and lower stages of the funnel.It informs and convinces at the same time:Funnelidentifying the problem and positioning your organization’s approach as the logical solution.Link the download to a drip campaign for optimal lead nurturing.WritingDrip Campaignwith a sharpLead Nurturingthat
the reader immediately
recognizes.Substantiate with data and insights.End with a clear conclusion and a logical next step.Keep the tone of voice professional but accessible.How long should aTone of Voicebe?Typically 6 to 20 pages,
long enough for depth, short enough
for readability.Behind a form or freely available?As a lead magnet behind a form.Also consider freely available for SEO