Spend more then a few minutes in marketing circles these days and sooner or later, someone will mention “white papers.” During the past few years, white papers have become one of the most popular B2B marketing tools available. Businesses are also finding that they are one of the most versatile, cost effective marketing tools around.
But what exactly is a white paper?
While there is no set definition, a white paper is basically an informative report which addresses a problem or problems and proposes a solution to the problem at hand. Originally popular as a marketing tool in the world of IT and highly technical trades, more and more businesses are discovering the power of white papers as a means of introducing their products to potential clients.
One of the early uses of the termwhite paper actually goes back to the British White Paper of 1922 (also known as the Churchill White Paper) which basically laid out Britan’s intent to help establish “a national home for for the Jewish people” in Palestine. The term is still used throughout the European Union for government documents and proposals.
As a marketing tool, however, the term is not as clearly defined. Due to their increasing popularity, everything from sales brochures to intensive ebooks are being labeled white papers regardless of how they actually should be classified. When written well, a white paper is a highly persuasive document that leads readers to a proposed solution. The focus is first and foremost on the information and solution provided and not a product or product features.
However, for a company that provides technical, B2B, or even consumer solutions, you can quickly see the power of white papers. Unlike traditional advertising, they engage the reader, provide solid information and naturally direct the reader to the product or service provided.
To learn more about the power of white papers be sure to read my free report Utilizing White Papers to Generate Leads and Establish Industry Prominence which discusses the power of the white paper as a marketing tool and shows you how to develop a white paper for your business.
You may also findHow to Write a White Paper – A White Paper on White Papers by Michael Stelzner of interest.
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