Comments on: 3 Reasons Why White Paper Demand is Spiking

By: Paula

Paula — Mon, 11 Aug 2008 17:59:49 +0000

Great post. We are always looking for new and innovative ways to market in this slowing economy. No matter how much social media is going on a business still needs something tangible to give to potential clients.

By: Goran Giertz

Goran Giertz — Sat, 12 Jul 2008 15:45:05 +0000

Well content is King and white papers consist of considerable important relative content. We, as a web design company have been adding considerable more white papers and case studies to our clients websites.

By: Shane

Shane — Fri, 11 Jul 2008 02:01:01 +0000

I think white paper has always been the best marketing tool even several research deny this fact. Even customer could feel the different of white paper and other tool because it more focus on reader’s needs rather than product itself.

By: Lana

Lana — Thu, 10 Jul 2008 03:56:59 +0000

While Jonathan is quite possibly correct, I think that it may only hold true for significantly large corporations. I have worked for both small (one had less than 5 people) and large (over 2000 employees worldwide) companies, and from my experience in the small companies people wear many hats. I was officially called the “Operations Manager” at one company, which was purposefully ambiguous. I did everything from greeting customers, to planning the worldwide marketing efforts - that included writing the employee manual, press releases and a bunch of whitepapers somewhere in the middle.

By: Jonathan Kantor

Jonathan Kantor — Wed, 09 Jul 2008 16:43:02 +0000

Not from my experience.

Project managers were tasked with formulating the strategy. The writer was tasked with writing the white papers.

Jonathan

By: Michael Stelzner

Michael Stelzner — Wed, 09 Jul 2008 16:40:30 +0000

Yes, I think most white papers are outsourced or written in house by someone without the title “writer” (like a product manager).

By: Jonathan Kantor

Jonathan Kantor — Wed, 09 Jul 2008 16:38:37 +0000

Back when I worked at JD Edwards in 1999, the company had a team of full-time writers that did a wide range of writing tasks including brochures, web copy, executive speeches, 10K and Annual Reports, as well as white papers.

The problem was that white papers were usually low on the priority list and usually pushed aside since the other tasks always took priority due to their tight deadlines. As a result, white papers often took 6 months to get done. By that time, the information was stale.

Many companies are in the same boat, it’s easier and cheaper to outsource the task of writing white papers since their internal writers are often “over-stretched” with too many tasks on their plates. Also there isn’t enough white paper projects to warrant having a full-time writer assiged to the task.

Jonathan

By: Michael Stelzner

Michael Stelzner — Wed, 09 Jul 2008 16:31:02 +0000

Interesting observation Jonathan.

I wonder how many “writers” inside the corporation are actually doing white papers.

It is very rare that I hear about this.

Any insights?

Mike

By: Jonathan Kantor

Jonathan Kantor — Wed, 09 Jul 2008 16:05:59 +0000

Mike,

I agree with all three points, and would add a fourth:

4. Cost Savings - With the recent announcements of corporate downsizing, the prospect of the full time marketing writer is going by the wayside in favor of outsourcing these services to external freelancers. With this resource, companies don’t have to pay a salary or benefits, and can use them on a “per need” basis. In total, it’s far cheaper to outsource this service than to have a full-time writer on board to accomplish this task.

Jonathan

By: Jacques Snyman

Jacques Snyman — Wed, 09 Jul 2008 06:50:31 +0000

You are raising dome very pertinent points, Michael. Worldwide the economy is sliding into recession, and companies are looking at the best way forward. Maximizing the bang you get for your advertising buck is definitely a priority of managers and marketers alike. Being unique, and having a vehicle to broadcast your special angle to potential clients is of cardinal importance when competing for an ever smaller heap of crumbs. Well crafted white papers are definitely very effective tools in achieving these goals.