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Content Marketing - WhitePapers
A whitepaper's concept differs greatly from industry to industry, which can be a little confusing for marketers trying to build one for their business.
The concept of old-school comes from politics, where it means a statutory text that describes and promotes a specific political solution.
In technology, a white paper commonly explains a hypothesis behind a new piece of technology. Even a business whitepaper, some more product-focused than others, can serve a range of uses and audiences.
What's a whitepaper about?
- A whitepaper is a convincing, definitive, in-depth article on a particular subject that poses an issue and proposes a solution.
- Marketers produce whitepapers to inform or illustrate and advocate a specific approach to their audience about a specific problem.
- They're specialised manuals for issue-solving.
- Whitepapers normally need at least an email address to download (usually they need more than that information), making them ideal for lead capture.
What's not a whitepaper, then?
- A pitch for goods.
- While Investopedia describes a whitepaper as an informational document issued by a company to promote or highlight the features of a solution, product or service," it is cautioned that your readers could be turned off by openly shilling your own items.
- The purpose of a whitepaper is to educate and convince the world why people need to purchase your product right now, based on facts and evidence, not tell the world.
From blog posts and ebooks, how are whitepapers different?
- Speak about what is not a whitepaper... A whitepaper is not your only choice if you're looking for a fast and engaging way to show your value to the sector.
- Ebooks and blog posts are also available, all of which have different differences from a whitepaper.
- The size, appearance, and time commitment of each one are what really set these products apart.
- Whereas it can take anything between a few hours and a few weeks to write blog posts and ebooks, writing and polishing a decent whitepaper can take between a few weeks and a few months.
- They are less flashy, in tone much more serious, and more highly studied than blog posts and ebooks.