5 Reasons White Papers Are Marketing Super Weapons
By Michael StelznerAre you wondering whether a white paper is the right marketing tool for your business?
Chances are you might not understand the full power of a single white paper.
What follows are 5 reasons you should seriously consider adding white papers to your mix of marketing tools (all from recent studies):
- Top source for lead generation: The vast majority (74%) of professional services companies ranked white papers as an excellent source of lead generation (source).
- Most consumed form of marketing: White papers are read more than case studies, product literature, articles from industry journalists, analyst reports, company websites, webcasts, blogs, online video and postcasts (source).
- Highly viral marketing tool: Nearly 3 in 5 technology professionals (57%) pass white papers along to colleagues and coworkers (source).
- Number one way businesses evaluate solutions: For evaluating technology, white papers are used more than email newsletters, product literature, articles, software downloads, webcasts and case studies (source).
- Popular for people looking to solve problems: The majority of people use white papers to find solutions for solving problems (source).
It’s hard to argue with these findings.
How have white papers helped your business or your client?
(3 votes, average: 4 out of 5)
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April 26th, 2007 at 9:59 am
Michael: In an earlier post, I believe you said white papers are growing shorter in length. That makes sense.
Have you seen any evidence of serialization or “chunking” of white papers — essentially delivering the content of a single white paper over several contacts?
April 26th, 2007 at 10:11 am
Hi Tom;
I have seen very little evidence that the strategy you are mentioning has any value.
The reason comes down to why people read white papers.
They are looking to solve problems.
When you send chunks over time, you break up the message and delay it.
Certainly not a good strategy for white papers, but may be effective for other projects.
Mike
August 28th, 2007 at 12:54 pm
What is the difference between an article and a white paper? How do you determine which approach is more appropriate to your topic?
August 28th, 2007 at 1:00 pm
Laura;
Articles are informative.
Brochures are persuasive.
White papers are a cross-breed of an article and a brochure. Informative AND persuasive.
Ideally used for lead generation or to help close a sale.
Mike
April 30th, 2008 at 12:47 pm
Interesting thread. I’d previously heard of articles submissions for gaining leads but nothing regarding white papers.
May 6th, 2008 at 10:15 pm
I think the main reason is number 5. White paper has been the problem solver for many people.
June 23rd, 2008 at 4:01 pm
Michael,
Just wanted you to know that I wrote a post on my blog on the same topic and sited this article as the main source. Even though you wrote this a year ago, it is still just as true today.
Charles Brown