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Let’s make a white paper introduction or let’s define white papers. So what is a white paper definition? The definition of white paper intends that it is an article which mentions the position of an organization or the philosophy relating to a social, political, or any other subject, or a not very detailed technical explanation relating to a framework, architecture, or relating to product technology. What more are white papers? Typically, a white paper explains the results, conclusions, or recommendations evolving from some research collaboration or organized committee or design & development initiatives. If your objective is to make others read your white papers who do not know about you, you need white paper syndication. A research white paper identifies the issues faced by its targeted readers and shows them the road towards a solution offered by your product or service. While comparing green papers and white papers, one can understand that green papers are issued less frequently, are more open-ended and might just show a strategy which can be implemented against other details.
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White Paper Documents: Overview & Tips
What is a White Paper--WP? Originally, the term ‘White Paper’ was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature. A WP is a certain type of report that is distinctive in terms of purpose, audience, and organization. Writers typically use this genre when they argue a specific position or propose a solution to a problem, addressing the audience outside of their organization. Today, WPs have become popular marketing tools for corporations especially on the Internet since many potential customers search for information on the Web. Corporations use WPs to sell information or new products as solutions that would serve their customers' needs. Typically, the purpose of a WP is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers. WP’s are an informational document issued by a company to promote or highlight the features of a solution, product or service. WPs are sales and marketing documents used to entice or persuade potential customers to learn more about or purchase a particular product, service, technology or methodology. WPs are designed to be used as a marketing tool before a sale, and not as a user manual or other technical document developed to provide support to the user after making a purchase. WPs are a popular tool in business-to-business content marketing. According to a study by Marketing Profs and Junta42 Content Marketing Institute, “B2B Content Marketing: 2010 Benchmarks, Budgets and Trends,” 43% of business-to-business marketers use WPs to reach and retain customers. Marketers can use WPs to establish thought leadership and to competitively position their product or solution in the marketplace. Customers like reading WPs because they learn more about a product or tactic and find answers to nagging business problems. The main reason why WPs work is because they are truly educational content and not heavy-handed sales promotions.
What kind of problems do readers want to solve? The audience for a WP can be the general public or multiple companies that seek solutions to their problems or needs. Typically, you will not know your audience personally, unlike when you write a recommendation report for your client. And yet, in order to persuade your audience, you need to focus on their needs. If you can address the problems that your readers want to solve, they will read your WP for a solution. Otherwise, your WP may not be read. It is important to emphasize your readers' interests rather than your interests.
Why it is important: A WP is effective no matter what kind of business you have, i.e. business-to-business or business-to-consumer--A WP offers solutions to your prospects' problems; It doesn't try to praise your company or products; It makes the reader curious when reading it; It urges the reader to take action and search more for the problem solving product. It generates more sales, credibility and trust; Your paper gets to be known by IT directors and corporate executives, so if your paper gets read, you win a lot out of it provided your paper is well-written; It makes readers curious also about what you have to offer; Readers respond positively when advertising a problem-solving information; Online users are searching for quality content. From the creator's point of view, it is good to know that sales can be much increased provided that the paper is professionally written. Elaborating such a paper is not supposed to be overwhelming nor cause burnout effects, and given that you keep your focus, then you'll have the best out of it. When writing a WP you should mainly concentrate on the problems your customers may have and only later provide them with solutions. This is when your audience is likely to read the WP. If you give solutions first, the audience is prone to turn away from the very beginning. Thus, it is vital to emphasize on the reader's interests and desires above your own.
The 3 types of WPs and when to use each one: The three species are: The Backgrounder, The Numbered List, The Problem/Solution. Let us give you some ideas at the typical characteristics of each one, their advantages and disadvantages, and the objectives to which each is best suited. 1. The Backgrounder: The backgrounder – also called an "evaluator's guide" or "product briefing" – is the oldest type of WP. They were originally internal documents rather than marketing collateral, used to explain new, unfamiliar or misunderstood technologies to technical audiences. The backgrounder could be similar to vanilla ice cream: plain, straightforward and reliable. Normally, its purpose is to explain the key features, functions and benefits of a single product or service, and to do so in greater detail than is generally found in brochures, data sheets or web copy. And of course, they are still used to explain new, unfamiliar or misunderstood technologies to technical audiences. Only now, they do so as marketing collateral rather than as internal documents. When to use a backgrounder? Backgrounders are best used for the following tasks: Supporting a technical evaluation, Supporting a product launch, Promoting an undisputed leader. The final stages of the buying process are where a backgrounder really shines. Backgrounders provide technical evaluators with the solid information they need to make a recommendation to management. Not having a backgrounder available at this stage can lead to being dropped from a buyer's short list. Backgrounders can also be used to provide in-depth product information to analysts, journalists, bloggers, channel partners and your own sales staff in support of a product launch. And finally, if your company is the undisputed leader in your industry – a household name like IBM, Intel or Microsoft – the backgrounder may be the only type of WP you need. If customers in your market habitually check to see what you have to offer before making a purchasing decision, a backgrounder can help make sure your offering makes it to their short list. Most business buyers seek out WPs early in the buying process, when they aren't yet ready for detailed product information. But when it comes to closing a sale or supporting a product launch, a backgrounder can be just the thing. So what are the advantages of the backgrounder? They are as follows: 1) Easy to research. Backgrounders are the easiest of all WPs to research. That's because all the sources you need – SMEs, product documentation, etc. – are right at hand, within your company. You won't need to spend much time doing external research when preparing a backgrounder. 2) Easy to write. Backgrounders are also easy to write, because they normally have a very simple, straightforward structure, namely: Introduce the product and what it does, List the key features, Explain how those features benefit the prospect, Call to action (e.g., call to speak to a sales rep). Now let us discuss about the disadvantages of the backgrounder: 1) Short-lived. One big drawback of the backgrounder is its short shelf life. As soon as the product is upgraded or modified in any way, the backgrounder must be modified as well. If changes to the product are significant, the backgrounder may have to be completely re-written. 2) Not good for generating leads. When prospects are seeking solutions to nagging problems, where do they start? Most turn to Google, don't they? And what terms are they most likely to search on? A product or company name? Probably not. So a backgrounder focused on your product or service is not likely to turn up in their search results. 3) And even if it does, most prospects won't download it at this point. Executives at WP syndication services like TechTarget indicate that a product or company name in a WP title tends to slash download rates by 25 to 50 percent. The reason? Prospects aren't interested in your solution at this point. They're still trying to understand their problem.
2. The Numbered List: Perhaps the most popular species of WP is the numbered list. Organized around a list of points pertaining to a certain issue, they lure prospects with the promise of an easy, yet informative read. Depending on the content, they may also be called tip sheets, Q&A lists, or simply, list-based articles. The numbered list is easily recognized by the presence of a number in the title, as in: 5 Questions to Ask Before Purchasing an Automatic Wiring Tester, 6 Things You Need to Know About Powering Wearable Technology, 7 Best Practices for Better Requirements Traceability, 8 Tips for Streamlining Agile Development. When prospects see that number, they know the information will be presented in bite-sized chunks that will be easy to swallow and digest. The numbered list can be compared to strawberry ice cream: light, lively and refreshing. When to use a numbered list? The best times to use a numbered list are when you want to: Get attention with provocative views, Nurture prospects already in your sales funnel, Cast fear, uncertainty or doubt (FUD) on your competitors. As such, a numbered list WP can be used in any phase of the sales cycle. One fun way to use a numbered list is to come up with a new, slightly racy, or provocative twist on some issue. As your list is picked up, retweeted, and commented on, it can attract a lot of attention that your company never had before. Numbered lists can generate a lot of leads this way. They're also great for nurturing leads through the middle of your sales funnel. Since numbered lists promise a quick, easy, informative read, they make great offers in company newsletters and emails to your house list – keeping those leads warm until they're ready to buy. And once those prospects reach the bottom of your funnel and are comparing products, a numbered list of "questions to ask," "things you need to know" or "hidden dangers" can help cast fear and doubt on you competitor's offerings. Advantages of the numbered list are as follows: 1) Easiest to write. The modular format of the numbered list makes it the easiest of all WPs to write. Just brainstorm your list of points, pair the list down to the most relevant (3 to 9 points work best), and discuss each in turn. You need to provide proof, but you don't need to go as deep into the details as you do in a backgrounder or problem/solution. And since you can use a numbered list in any phase of the buying process, it's ideal when you need to create a WP in a hurry. 2) Fastest to read. Numbered lists are generally the shortest of all WPs. Their structure is simple and easy to scan. And since they're modular, readers can pick and choose the points that are relevant to them. 3) Easiest to re-purpose. Numbered lists are extremely popular with industry journals, portals and blogs. Why? Because readers love them. Since numbered lists tend to be concise, there's generally less work involved to prepare them for use in other publications. Just be sure to include a link where readers can download the complete WP. Disadvantages of the numbered list are as follows: 1) Most superficial. A numbered list won't provide the detail found in a backgrounder or the depth of understanding found in a problem/solution WP. This is not the type of WP to use if you really want to convince prospects that your offering is exactly what they need. 2) Easiest to dismiss. The shorter length and lighter level of detail of the numbered list – the very things that make it attractive to busy business readers – can also diminish its credibility.. If your readers sense there is too little substance behind your assertions, this lighthearted approach can backfire on you. 3) Perceived to be overused. Because they're so popular, B2B readers see a lot of numbered lists. This often results in backlash. Posts with titles like "6 Reasons to Stop Writing Numbered Lists" abound on industry blogs. The best way to fight this perception is with a title that promises an interesting and informative read… and content that delivers on that promise. 3. The Problem/Solution: When content marketing gurus call WPs "the king of content," they're usually referring to the problem/solution species. This flavor of WP could be compared to chocolate ice cream: rich, complex and satisfying. Also called a special report, executive briefing, market overview or "modern" WP, the problem/solution is a persuasive essay that uses facts and logic to convince readers that one particular solution is the best currently available for a serious problem that affects many companies in a given industry. It seeks to thoroughly examine a nagging industry problem, and make a convincing argument for a specific solution – usually a relatively new one. When to use a problem/solution? When you're targeting executives who are looking for ways to solve problems affecting the profitability their company, or business buyers who don't want to make a mistake in choosing a complicated, expensive business product, the problem/solution species is usually your best WP option. Use it when you want to: Generate leads, Educate salespeople and channel partners on the idea behind your offering, Shape the opinions of analysts, journalists and bloggers in your industry, Redefine a market space, Build mindshare. In short, when you're breaking new ground, the problem/solution WP is your best tool. Advantages of the problem/solution are as follows: 1) Generates the most leads. As mentioned earlier, when business executives seek out WPs, they're looking for a solution to a problem, not product information. Since the title of your problem/solution WP focuses on that problem, it will attract the most downloads. 2) Longest shelf life. A problem/solution WP should address your solution in mostly generic terms. Because of that, it doesn't become dated as your offering evolves, the way a backgrounder does. And since it contains solid problem-solving information, readers tend hang onto it longer, and share it more frequently than they would a numbered list. 3) Best investment. While the problem/solution WP is the most costly to develop, it also generates by far the most leads, and therefore, the lowest cost per lead of the three species. And since buyers tend to refer to them throughout the buying process and share them with colleagues – according to findings from Eccolo Media's annual B2B Technology Collateral Survey–they also have the greatest influence on sales. Disadvantages of the problem/solution are as follows: 1) Hardest to create. The problem/solution has the most complex structure of the three WP species. And since you need to create an open and shut case for your solution, it requires more extensive research and more proof than the others. 2) Slowest to create. Because of its complexity, the problem/solution format generally requires more interviews and a longer review cycle, making it also the slowest to create. You must make allowances for SME availability when planning and scheduling a problem/solution WP.
How to Promote a WP: Writing a WP is not all. You need to pass it over to your targeted audience. People have to read it. Here are some ideas on how to do it: Offer the paper on websites/blogs that your target audience visits; Auto responder or newsletters; Distribute printed copies on trade shows; Offer free copies through pay-per-click advertising; Buy banners or sponsored links; Create a special area on your website and promote the WP on related pages.
Here are some tips for writing WPs that should help you get results: 1) You need to understand your audience. Your writing will be quite different if you are appealing to a business analyst or someone buying a new DVD player. This will give you an idea how much explanation will be needed about certain terms, or how technical your writing should be. 2) Your style of writing should not be formal. The tone of the paper is to present the reader with a solution for his problem. Humor, metaphors, analogies, similes, and contractions are fine. 3) Make the paper visually interesting and appealing with diagrams, charts, graphs, examples, case studies, and tables. These will keep the reader’s interest, as long as they aren't overly complex and they don’t overwhelm. 4) Don’t go into too much detail about all the features of a product or service. Instead of listing the reasons why it has better sound, for example, just say it has better sound. The customer doesn’t need to know a lot of details, but a few that are easy to understand would be OK. Basically, the reader wants to know what your product does and why they should buy it. 5) If you want support for your claims, then cite a third party source of information. This is much better than customer testimonials. A good supporting fact or two can add validity to your claims. 6) Make sure the beginning and the end of the paper both state the problem and summarize the solution. This can drive your point home and remind the reader why he should buy it. 7) Keep it short. Lose intricate details and trim the fat. Make it concise but informational. If it is too long, some people will stop halfway through and never even consider buying it, no matter how good it is. 8) At the end of the paper, include works cited. Also put the information of any hyperlinked sources for someone who may print out your paper. 9) Proofread your paper carefully and remember that many typos make other words, so the spell check won’t get them all. Also, some words sound the same but are spelled differently, so watch for that. It would be a good idea to have someone proof for you before you submit it. 10) Keep your words simple and your sentences short. Sentences shouldn’t be more than 30 words. Make sure each paragraph says something new, so you are not boring the reader.
A WP typically starts with a big picture and leads readers to the proposed solution. Let us give you some more tips in writing. Make the headings clear and specific so that busy readers can scan the WP effectively. The following are general guidelines on organizing a WP. 1) Introduction / Summary: It is a good idea to provide a summary at the beginning of the paper in order to have busy readers quickly grasp the main point. 2) Background / Problems: A WP needs to provide readers with general background information of a particular issue in order to help them make their decision based on the understanding of facts. Show them enough evidence that you are an expert on the subject. Point out problems from your readers' perspective. Make sure that you do not digress from the main subject; do not pose problems for which you cannot provide solutions. Solution: After explaining the background and problems, propose your solution. 3) Advertisement: If you write a WP for a commercial purpose, mention your products/services last to ensure that your readers read the whole paper. If you advertise before convincing your readers of the truths of your argument, they are more likely to be turned off. 4) Conclusion: Write a conclusion in order to wrap up the WP and enhance your readers' understanding. 5) Works Cited: Put the works cited at the end of your WP. Do not forget to put the information of hyperlinked sources for the reader who prints out your WP. 6) Other Tips: Visuals and Examples: Visuals and examples deepen the reader's understanding and make the WP more appealing and persuasive. Because many WPs are published online and thus read on screen, it is important that the visuals are appealing to the reader who browses the Internet. Graphics (charts, graphs, diagrams, and tables) increase readability, if used properly. Also consider using case studies and examples in addition to theoretical concepts and models.
Do note that the tips given in the above paragraphs in this section are provided only for your understanding and would vary based on the requirement of each type of white paper. However even with these instructive steps it is not possible for most people to do a good white paper like how our expert writers do. This is here where you need the help of our writing services company. So why wait? Read below for more details.
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