White Papers - what they are and why they matter

A white paper is a research report or guide that helps solve a problem.

They are used to educate readers to bring to light a new or different perspective. Whilst white papers (also known as special reports, consumer reports, industry reports and other names) might not sound as sexy and exciting as video or bullet-pointed infographic, decision makers and influencers still show a strong preference for white papers when it comes time to consider buying. They are still considered to be the most influential form of business collateral.

76% of people have used white papers as part of their decision making efforts according to Eccolo Media’s study B2B Technology Collateral Survey. In contrast, 67% had turned to case studies, 59% to video and 40% to audio. Only product brochures and data sheets were turned to more often (83%).

White papers also remain a useful tool for lead generation. The Lenskold Group’s Lead Generation Marketing ROI Study found that 35% of the respondents stated that “educating and engaging contacts with white papers and eBooks” was an effective tool in driving high-value leads that would eventually lead to sales.

Not all white papers are created equal though. I've seen far too many scattershot ideas, poorly researched perspectives, rehashed promotional materials, and feature/function descriptions which all give the white paper a bad name. There is so much competition for attention in the marketplace, those poorly conceived efforts are quickly consigned to one place - the dustbin

White papers are heavily data-focused, so they should be supported by significant and comprehensive research - You can pull information from online references, industry resources, and internal documents. There’s no hard and fast rule on citations but you need to cite any information that is not public knowledge and that you didn’t know before beginning your research. The reader’s confidence is likely to increase with an increasing number of cited references. Of course, all resources must come from authoritative sites. In order to write a valuable document, all research materials must be from credible, reliable sources.

Pound for pound, white papers continue to be some of the most effective offers for most high-technology marketers.

White papers also allow your clients to get involved in the discussion - you can ask your clients and customers to collaborate and help to refine your point of view. They can provide the voice of reason on the relevance of your ideas whilst offering peer insights and information that will strengthen the work in the eyes of your audience. If you are short on research resources, this allows you to augment third-party data with real-world insights where clients can play the role of expert research panel, adding unique fodder to enhance and strengthen your perspective.

A well-crafted white paper can essentially serve as an editorial calendar, feeding a range of ways to reach your audience in different formats - you can turn them into blogs, videos, short briefings, or other formats. It's a great way to establish your perspective on the topic and define the storyline with the white paper and then build a range of accompanying content pieces to expand on key themes, highlight experts, uncover research nuggets, and drive different conversations.

Written correctly, the average white paper taking 40 hours to complete. Consider using a professional to make sure you next white paper delivers. EMARI has a great team of researchers and an easy-to-use process for your next white paper. Want to find out more? Let’s get started