What is a Whitepaper?

A whitepaper is an in-depth document that analyses a specific problem, sets out the context and presents solutions. In B2B marketing, a whitepaper is one of the most powerful lead magnets because it shows expertise and authority.

Whitepaper versus e-book

A whitepaper is more businesslike, research-driven and goes deeper into the subject than an e-book. An e-book is more accessible, broader in scope and more visually appealing. For B2B audiences and decision-makers a whitepaper works better; for broad consumer markets an e-book does.

Whitepapers and the buyer journey

A whitepaper targets decision-makers in the middle and bottom stages of the funnel. It informs and persuades at the same time: by naming the problem and positioning your organisation’s approach as the logical solution. Link the download to a drip campaign for effective lead nurturing.

Writing a whitepaper

Start with a sharp problem statement that the reader recognises straight away. Back it up 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 a whitepaper be?

Usually 6 to 20 pages: long enough for depth, short enough to stay readable.

Behind a form or freely available?

As a lead magnet, behind a form. For SEO purposes, also consider making it freely available. More at developers.google.com/search.