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-book A 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 journey A
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